Marketing Manager

14 hours ago

Birmingham, Alabama, United States Wettermark Keith Personal Injury Lawyers Full time

About Us:
Wettermark Keith is a rapidly growing national personal injury firm. We pride ourselves on our integrity, professionalism, and commitment to excellence. At Wettermark Keith, we understand that our work extends far beyond the courtroom. We engage with people during some of the most challenging times of their lives – moments filled with uncertainty, fear, and stress. Our clients come to us in the aftermath of tragic accidents, seeking not just legal representation, but a beacon of hope for their future.

Purpose:
We are seeking a highly analytical and results-driven
Marketing Manager
to oversee, plan, and optimize our marketing programs across traditional and digital channels. This role will be responsible for creating and executing full-funnel campaigns that drive measurable growth in qualified leads and signed cases for our personal injury practice. The ideal candidate combines deep expertise in media planning, traditional advertising, and performance marketing with strong business acumen and the ability to translate campaign data into actionable insights.

This is a full-time, in-person position in our Birmingham, Alabama, office with a competitive salary, discretionary bonus, and comprehensive benefits.

Key Responsibilities:
Analytics & Reporting

  • Build and maintain media dashboards that track KPIs by channel (impressions, GRPs, CPM, CPC, CPL, CPS).
  • Analyze intake funnel metrics (calls, leads, signed cases) to measure true ROI of media investments.
  • Provide weekly and monthly performance reports with clear recommendations for budget reallocation and campaign optimization.

Vendor & Agency Management

  • Manage relationships with external media reps, buying services, and digital agencies.
  • Hold vendors accountable to performance benchmarks and contract deliverables.
  • Stay current on emerging media opportunities and legal advertising best practices.

Collaboration & Alignment

  • Partner with intake, legal operations, and leadership to ensure marketing efforts align with business objectives.
  • Work closely with creative teams to develop ad copy, TV/radio scripts, billboard messaging, and digital assets tailored to injury victims.
  • Serve as the internal point person for all marketing spend, acting as both strategist and buyer.

Media Planning

  • Develop annual and quarterly media plans across TV, radio, OOH, CTV/OTT, digital, and paid social.
  • Support negotiations and buying with TV/radio stations, outdoor vendors, and digital publishers to secure optimal rates and placements.
  • Create channel-level budget allocations that balance activation media (direct response) with brand media (awareness/recall).
  • Oversee trafficking, pacing, and delivery of buys, ensuring campaigns run on time, on budget, and to spec.

Qualifications:

  • 5+ years of experience in media planning and performance marketing, ideally in personal injury or professional services.
  • Proven track record managing large, multi-channel media budgets ($1M+ annually).
  • Strong experience negotiating and buying media across TV, radio, OOH, and digital platforms.
  • Proficiency in Google Ads/LSAs, Bing Ads, Meta Ads, programmatic platforms, and call tracking software (CallRail, Ringba).
  • Solid grasp of attribution modeling, campaign pacing, and ROI reporting.
  • Highly analytical with strong Excel/Sheets and BI tool skills; Sigma experience a plus.
  • Excellent communication, vendor negotiation, and presentation skills.

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