Job Title: Marketing Manager
Location: Austin or Houston, Texas
Job Summary: The Firm is seeking a marketing leader who will develop viable marketing and communications efforts that drive growth by sustaining and broadening existing client relationships, and by identifying and exploiting market opportunities to attract and develop new business. This is a hands-on position that will work with the Firm’s Marketing Advisory Committee, practice group chairs and key practice group members to develop and implement firm-wide marketing plans and will also handle and coordinate the day-to-day implementation of general firm-wide marketing projects. These efforts will include data-driven market research, providing analytical metrics to management, media and public relations, content marketing, social media and other digital marketing, internal and external communications, strategic advertising/sponsorships, and similar responsibilities. The Marketing Manager will report to the firm’s Executive Director while also receiving direction from the Marketing Advisory Committee. The Manager will have a Marketing Coordinator/Assistant reporting to the position.
About McGinnis Lochridge
For almost 100 years, McGinnis Lochridge has provided legal expertise through its offices in Austin, Houston, Dallas, McAllen and Decatur, Texas. We are the oldest law firm founded in Austin and have more than 70 attorneys throughout the firm. McGinnis Lochridge provides legal counsel on litigation, arbitration, and transactional matters in business and financial matters serving clients in many areas of Texas’ most predominant industries, including oil and gas, electric energy, employment & labor, corporate, technology, land use, environmental, water and real estate, among others. Please visit mcginnislaw.com for more information.
Job Description
Work closely with the Marketing Advisory Committee and practice group chairs to develop and take ownership of implementing results-oriented marketing plans and objectives on both a firm-wide perspective and practice-group-specific perspective. This manager will be expected to learn and deeply understand the firm’s practice areas, related industries, existing clients, and existing referral sources. This manager will directly perform certain objectives but will also coordinate and collaborate efforts with other staff and outside consultants. This manager will also handle and coordinate the day-to-day implementation of general firm-wide marketing.
The following tasks are likely to be involved in those efforts:
- Oversight and facilitation of content marketing, including:
- scheduling, organization, and execution of all stages of content marketing,
- assisting lawyers with proofing and publishing of content,
- using in-house resources and some outside consultants,
- publication out to social media channels, e-mail and print newsletters, traditional lawyer publications, videos, and webinars.
- Perform related data analytics and identify follow-up opportunities
- Maintenance and updating of the firm’s social profiles on LinkedIn, Facebook, and X, and facilitate efforts to increase engagement on social media
- Management and coordination of efforts to update content on the firm’s website, including practice group pages, attorney bios, news items, and content marketing
- Maintain, improve, update, and produce marketing materials for the firm, and for each practice group, such as brochures, client alerts, email campaigns, newsletters, press releases, and the firm’s website
- Engage in research, analysis, and intelligence gathering of trends in:
- the legal industry
- key industries relevant to the firm’s practice areas
- for strategic planning - competitive firm positioning, and identification of valuable business development opportunities
- Assist in planning, promoting, coordinating, and evaluating firm-sponsored business development and marketing meetings and events
- Coordinate and manage certain functions that may be handled by outside vendors and consultants
- Tracking, maintaining memberships, and submissions with key lawyer ranking and awards groups, such as Chambers, Benchmark, and others
- Coordinating the firm’s RFP process and assist attorneys in the preparation of legal services proposals, requests for information, and responses to RFPs, and
- Develop and coordinate public relations and media relationships
- Manage budgets and allocate resources among projects and initiatives
Annual Targets
Maintaining an active relationship and presence with a broad array of attorneys, across each of the Firm’s offices, for purposes of facilitating active and direct meetings with attorneys active in business development efforts, for purposes of:
- Content Marketing Initiatives:
- Work with practice group chairs and key participating attorneys to develop and execute robust content marketing and social media marketing initiatives, with a focus on maximizing the use and reach of content developed by the firm’s lawyers. Work with practice group chairs and attorneys to make periodic updates to com (goal of approx. 2 or 3 per month), and corresponding updates to social media channels.
- Work with attorneys from different practice groups to publish and circulate at least six thought leadership pieces, including assisting in the following: (1) research, analysis, and intelligence gathering in order to identify potential topics of interest, (2) assist in editing and shaping the general aim and tone of piece, (3) identify ideal formats and locations to publish and circulate the piece, and (4) assist in implementing a strategy for maximizing the reach, engagement, and realized value out of such efforts (including, for example, dissemination in email marketing, placement in firm newsletters, posting on LinkedIn, and efforts to place content in Law360, trade associations, magazines, opportunities to re-purpose in speaking engagements, etc.
- Creation and Maintenance of Marketing Materials: Work with Marketing Advisory Committee and practice group chairs to develop and compile a standard set of firm-wide and practice group specific marketing materials, such as brochures and RFP response packets.
- Firm Marketing Events: Assist in planning and executing business-development-oriented events in Austin, Houston and Dallas.
- Analysis of Individual and Practice Group BD Plans: Consult with partners and practice group chairs to understand their ongoing active marketing and business development efforts and goals. Use this insight to focus the Firm's marketing efforts on supporting and enhancing those existing efforts and achieving the related objectives.
- CRM:
- Assist the Marketing Advisory Committee in identifying and evaluating potential CRM tools for firm to consider implementing
- Take lead in the implementation of a CRM tool and promote the adoption and use of the CRM tool, with the goal of championing the CRM and realizing its potential value.
Education and Experience / Management & Leadership Skills Requirements
- Bachelor’s Degree in related area (Marketing, Business, Public Relations) required; Advanced Degree a plus
- 6-10 years of progressively responsible business development/marketing work experience in the legal field or other professional services organizations
- Experience managing content marketing efforts and social media presence across multiple platforms
- Excellent communication (interpersonal, written, verbal), and strong editing/proofreading skills
- High level of proficiency in Adobe Creative Suite, Customer Relationship Management (CRM) software, and other technology, including: websites, graphics, and social media.
- Strong project/time management skills and event planning abilities, including demonstrated ability to multi-task, prioritize, analyze, organize, attend to detail, and follow through
- Proactive and self-directed; able to lead initiatives alone or in collaboration with others with excellent follow-through capabilities
- Embraces organizational goals established by Firm leadership and promotes those ideas with enthusiasm
- Track record of working effectively in a fast-paced, multi-authority environment
- Exceptional diplomatic skills and ability to work in professional services organization
- Motivated Marketing leader who can engage his/her team in the pursuit of the highest level of work and productivity
- Demonstrated ability to exercise sound judgement
- Requires regular and predictable attendance to the assigned work schedule. Must be flexible to work morning, evening, and weekends on reasonable/short notice.
