Job Description

We are a wildly successful plaintiff-side mass tort and personal injury law firm that is laser-focused on employee experience, professional growth, workplace culture, and diversity. We are HQ'd in Los Angeles, care deeply about client experience, and have 150+ employees and counting! Our practice spans traditional personal injury as well as a significant and growing mass tort docket, including a large-scale wildfire litigation presence. Our marketing department is the engine behind our growth, and we are building out senior leadership to match our trajectory — both in case volume and in the scale of the firm itself.

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Position Summary:

Seeking a VP of Marketing to lead our in-house marketing department, with a primary focus on performance marketing, lead generation, and scaling case volume across both our personal injury and mass tort practices. This role sits at the top of the marketing department, bringing unified strategic direction to a team of specialized directors and sitting at the same table as the firm's Managing Partner on marketing strategy and spend.

This is fundamentally a growth mandate. The firm is scaling aggressively — both organically and through an expanding mass tort docket, most notably wildfire litigation — and this role exists to build the marketing and lead generation infrastructure that can keep pace. This person will own the department's day-to-day leadership and be the single point of accountability for lead generation performance and case volume growth, while the firm's leadership continues to approve final budget and major spend decisions.

The ideal candidate is a performance-marketing-first operator: someone who lives in the numbers, is hands-on in paid channels, and can scale lead volume and lead quality predictably and profitably. This person should also be comfortable operating at mass tort scale — where case volume can surge rapidly around a single event or filing window — and be ready to stand up or ramp campaigns quickly in response. Traditional media (TV, radio, out-of-home) may be tested opportunistically where it clearly supports growth, but digital performance marketing is the core of this role.

Reporting Structure:

• Reports directly to the Managing Partner
• Directly manages: Head of Performance Marketing, Creative Director, Social Media Director, CRM Director, Client Services Lead, Data Analyst, and 3 Marketing Specialists
• Partners closely with firm leadership and case-intake leadership on mass tort and wildfire litigation surges, ensuring marketing capacity scales with filing deadlines and case volume

Key Responsibilities:

Performance Marketing & Lead Generation

• Own and scale performance marketing as the department's top priority — paid search, paid social, LSA, and other direct-response lead gen channels — in close partnership with the Head of Performance Marketing
• Set and drive the department's overall lead generation strategy, with performance/digital channels as the primary focus and engine of growth
• Build and scale campaign infrastructure that can flex quickly for mass tort and wildfire litigation surges, where lead volume needs can spike sharply around filing deadlines
• Establish reporting and attribution standards that tie marketing spend directly to lead quality, case value, and cost-per-case across both PI and mass tort verticals
• Continuously test, optimize, and scale winning channels while cutting underperforming spend — with a bias toward aggressive, data-backed growth

Case Sourcing & Affiliate Development

• Source, vet, and onboard new affiliates and referral partners to diversify and grow the firm's case pipeline
• Own and grow relationships with existing affiliate and lead-source partners, negotiating terms and monitoring lead quality and ROI
• Identify new channels and partnerships for both personal injury and mass tort case acquisition, including co-counsel and referral-network relationships where relevant

Team & Department Leadership

• Directly manage and develop the Head of Performance Marketing, Creative Director, Social Media Director, CRM Director, Client Services Lead, Data Analyst, and Marketing Specialists
• Full authority over hiring, firing, and performance management within the marketing department, optimizing the team's structure and talent to match growth goals
• Set department and individual OKRs, tracking progress rigorously and holding the team accountable to measurable, data-driven results
• Build and present budget recommendations and performance forecasts to firm leadership for approval
• Bring structure, accountability, and a consistent cadence of reporting to a department that has been without a single functional leader
• Scale the department's structure and headcount as case volume and channel complexity grow, recommending new roles or hires to firm leadership as needed
• Explore and pilot traditional media (TV, radio, out-of-home) opportunistically where it demonstrably supports growth

Qualifications

• 10–15 years of marketing experience, including significant experience at the director level or above, with a core background in performance marketing / paid digital lead generation
• Prior experience in legal marketing strongly preferred — ideally spanning both personal injury and mass tort case acquisition
• Experience marketing for mass tort litigation is a strong plus, particularly around high-volume, time-sensitive filing windows (e.g., wildfire, environmental, or product liability litigation)
• Deep, hands-on mastery of digital lead generation channels (paid search, paid social, LSA)
• Demonstrated experience sourcing, negotiating with, and managing affiliate or third-party lead-source partnerships
• Proven track record managing and developing a multi-disciplinary marketing team (performance, creative, social, CRM, analytics)
• Highly technically proficient and data-driven — comfortable working directly in ad platforms and reporting tools, not just reviewing dashboards secondhand
• Strong track record of translating campaign data into budget and strategy decisions
• Experienced operating with OKRs or similar goal-setting frameworks, with a track record of hitting aggressive, measurable targets
• A demonstrated bias toward scale — experience growing a marketing function, a case pipeline, or a lead-gen program meaningfully during a period of company or firm growth
• Prior experience in a full-funnel growth role (e.g., Growth Officer/Head of Growth) spanning marketing and case acquisition is a strong plus

Technical Proficiency

Candidates should have hands-on, working proficiency with:

• Google Ads
• Meta Ads Manager
• Salesforce
• Zapier
• Google Local Services Ads (LSA)
• Google Business Profile (GMB)
• Affiliate marketing platforms/programs
• Google Analytics
• Tableau
• SEO / website performance tools
• CallRail

What Success Looks Like

• Performance marketing channels scale efficiently — lead volume and lead quality grow with clear, defensible attribution tying spend to results
• New affiliate and case-sourcing relationships are generating meaningful, high-quality case volume within the first 6–12 months
• The marketing engine can flex up quickly to support mass tort and wildfire litigation surges without losing lead quality or cost efficiency
• The marketing department operates with a clear, consistent strategy and single point of leadership
• Firm leadership has confidence in budget recommendations backed by solid data
• The team's directors and specialists are aligned, developing, and operating as one department rather than separate silos

Compensation & Benefits

$250,000 - $300,000 base, depending on experience (DOE).

Compensation package includes potential to earn two bonuses: a KPI based bonus AND discretionary holiday bonus. xhyhwjd Compensation is positioned above market to attract a proven, senior caliber operator.

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