Job Summary

The Digital Brand Marketing Leader is responsible for driving new client growth across Cordell & Cordell’s Family Law and Estate Planning businesses by strengthening the firm’s digital brand presence across organic and owned channels.  This role ensures the Cordell & Cordell brand is consistently represented, highly visible, and trusted across the full digital ecosystem—spanning search engines, local listings, review platforms, and third-party digital properties. The leader will oversee how prospective clients discover, evaluate, and engage with the firm throughout their online journey.

Responsibilities

Digital Brand & Organic Growth Leadership

• Lead the strategy and execution of organic digital brand growth across all markets and ~100 office locations
• Ensure brand consistency, accuracy, and strength across platforms including:
• Google Search & Google Business Profiles
• Third-party review sites (e.g., Yelp, Avvo, legal directories)
• Local listings and aggregators
• Organic search results and AI-influenced discovery experiences

• Manage and optimize the firm’s digital reputation, ensuring strong visibility and positive perception across all public-facing channels

Reputation, Reviews & Client Advocacy

• Develop and scale programs that encourage clients, attorneys, and internal teams to generate authentic reviews and testimonials
• Increase review volume and ratings across Google and key third-party platforms
• Monitor and respond to reviews, identifying trends and opportunities to improve client experience and perception
• Promote the firm’s values, client success, and differentiation through public-facing channels

Website & SEO Strategy

• Oversee organic website performance, including:
  • SEO strategy (technical, on-page, and off-page)
  • Content development and optimization
  • Authority-building through backlinks and third-party mentions

• Partner with agencies and internal teams to:
  • Improve rankings for high-value Family Law and Estate Planning keywords
  • Increase organic traffic and engagement
  • Establish Cordell & Cordell as a category authority
  • Ensure the website reflects best-in-class user experience, particularly for mobile users

Content & Digital Presence

• Lead content strategy across owned and earned channels, including:
  • Website content
  • Legal education resources
  • Third-party contributed content
  • Reputation and review narratives

• Ensure content reinforces expertise in Family Law and Estate Planning while supporting SEO and brand credibility
• Stay ahead of evolving trends in AI-driven search and discovery, adapting content strategy accordingly

Organic Channel Expansion

• Drive growth across a broad set of organic channels, including: 
  • Search engines (Google, Bing, Yahoo)
  • Google Business Profiles & local SEO
  • Review platforms (Google Reviews, Yelp, Avvo, etc.)
  • Legal directories and referral platforms
  • Earned media and public relations placements
  • Content syndication and backlink ecosystems
  • AI-driven discovery platforms and answer engines

Analytics, Performance & Optimization

• Define and track KPIs tied to organic growth and brand strength
• Analyze performance across channels to identify opportunities for improvement
• Continuously optimize the client journey from discovery to consultation
• Key success metrics include: 

• • Growth in Google reviews and average ratings across all locations
  • Improved visibility and accuracy across local listings
  • Increased organic search rankings for priority keywords
  • Growth in organic website traffic
  • Improved conversion rates (traffic → leads → consultations → clients)
  • Enhanced brand perception and reputation across digital channels

Cross-Functional Leadership

• Partner with paid media teams, digital teams, and external agencies to align organic and paid strategies
• Lead cross-functional initiatives to improve digital performance and client acquisition

• Serve as a key driver of digital transformation across marketing and client experience

Strategic Focus Areas

• Build a scalable, national digital brand presence across 100+ locations
• Position Cordell & Cordell as the leading authority in Family Law
• Establish a strong and growing presence in Estate Planning services
• Ensure the firm is discoverable wherever modern clients search—especially on mobile and emerging digital platforms

• Leverage AI, automation, and evolving search behaviors to stay ahead of competitors

Minimum Requirements

• Education and Background:
  • Bachelor’s degree required; Master’s degree preferred in Marketing, Communications, Business, or a related field.
  • 3–5 years of experience in marketing analytics, reporting, or a related role.
  • Relevant professional certifications, memberships in marketing or digital-industry organizations, and participation in speaking engagements or conferences will be taken into consideration.
• Other Requirements (Knowledge, Skill, Ability, and Licensure(s)):
  • Deep expertise in SEO, local search, and digital reputation management
  • Proven success driving organic growth at scale across multi-location businesses
  • Strong understanding of content strategy, analytics, and conversion optimization
  • Experience managing agencies and cross-functional teams
  • Forward-looking mindset with understanding of AI's impact on search and discovery
  • Ability to translate brand strategy into measurable business outcomes
• Preferred Qualifications
  • Experience in professional services or legal marketing.
  • Experience supporting multi-location or geo-based marketing programs.
  • Knowledge of digital marketing channels, campaign metrics, and lead tracking.
  • Familiarity with marketing automation or CRM systems.

Core Values:

• Collaboration: At Lexicon, an emphasis is placed on working together seamlessly and leveraging the collective strengths of individuals within the organization. Employees promote communication, teamwork, and the sharing of ideas to achieve common goals and objectives.
• Responsiveness: Responsiveness measures our ability to react quickly and effectively to changes, demands, or challenges. A responsive Employee fulfills all obligations effectively and timely to our current and future clients, while maintaining effectiveness and staying aware of evolving business needs or circumstances.
• Culturally Positive: The “Courage to Ask Why” reflects our culture that encourages curiosity, understanding, critical thinking, and challenging the status quo. Employees professionally question existing processes, seek new viewpoints, and explore customer-focused solutions. Employees embrace and promote the values and beliefs of the organization and demonstrate respect for their colleagues, our clients, and the broader community. Employees create a culture that encourages “asking why” through professional curiosity, understanding, critical thinking, and challenging the status quo.
• Customer Service: Employees are committed to prioritize and exceed the expectations of current and future clients. Employees know and anticipate the needs of internal and external customers and act accordingly – providing high priority to customer satisfaction.

Physical Requirements and Work Environment

• Physical Demands:
  • Potential prolonged periods of sitting at a desk and working on a computer.
  • Some lifting, up to 30lbs.
  • The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
• Work Environment:
  • Work to be conducted primarily in an office environment; however, some may be conducted remotely via assigned technology.
  • The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of the job.
• Reasonable accommodation:
  • Reasonable accommodations may be made to enable individuals with disabilities to perform the job responsibilities. Additional duties are performed by the individuals currently holding this position and additional duties may be assigned.

Acknowledgement

The above statements describe the job’s essential responsibilities and requirements. They are not an exhaustive list of the duties that may be assigned to job incumbents.