Marketing Manager

Marketing Manager

The Marketing Manager leads DTO Law's marketing and business development function. The role owns the development of marketing strategy to support business priorities as well as overall brand visibility, AI search positioning, CRM pipeline tracking, and partner-facing business development support.

The way sophisticated clients evaluate and select outside counsel has shifted materially. AI tools now influence the shortlist before a prospect ever reaches a firm's website, and the channels that drove visibility for the past 15 years no longer carry the same weight. DTO is investing in the marketing function so the firm competes with top firms for visibility and consideration, on established channels and on the channels that have emerged in the past 18 months.

The position reports to the Managing Partner with a dotted line to the Chief Operating Officer and manages a Marketing Assistant in the firm's New York office. The Marketing Manager will translate the firm's strategic marketing work, including DTO's AI search marketing initiatives, into operational reality and will demonstrate measurable ROI against agreed-upon KPIs.

Primary Responsibilities

• Own the firm's AI search visibility strategy, including the quarterly AI Visibility Report presented to the partnership and the content program that supports it.
• Run AI visibility audits across ChatGPT, Copilot, and Claude for the firm's priority practice areas, named partners, and senior associates. Translate findings into a prioritized, partner-approved action list.
• Build the firm's content approach, focused on structured, scenario-specific questions that generative AI tools surface when sophisticated clients are evaluating counsel.
• Lead the firm's named-attorney digital footprint program: bylined articles, podcast appearances, named panel participation, and quoted commentary in trade and business press.
• Own the firm's Wikipedia strategy. Evaluate notability for partners and senior associates against Wikipedia's editorial standards, support the creation of new entries through proper editorial channels with the required conflict-of-interest disclosure, and keep existing firm and attorney entries factually current with verifiable third-party sourcing.
• Conduct LinkedIn profile audits for partners and senior associates and partner with attorneys to close gaps in cadence, content, and positioning.
• Serve as the firm's owner of InterAction, the CRM and business development system of record. Build out and maintain business planning and pipeline management functionality.
• Coach and support partners through individual business plans, outreach cadences, and the firm's discipline around incremental BD activity.
• Ensure attorney touchpoints, contacts, and BD activity are captured in InterAction with consistency, and produce reporting that helps partners see their own pipelines clearly.
• Track inbound lead sources, including AI-referred traffic where identifiable, and produce attribution reporting that informs marketing and BD investment decisions.
• Lead the firm's external BD programming, including association sponsorships, industry tradeshows and expos, firm-sponsored CLEs and webinars, client meet and greets, and firm-sponsored alumni events.
• Own each BD program end-to-end: selection of which to invest in, budget management, contracts and vendor coordination, attorney participation, and structured post-event follow-up so each touchpoint advances pipeline.
• Track ROI on BD activity and make strategic recommendations on participation in key conferences, sponsorships, and external programming.
• Own the firm's 12-month editorial calendar, including named attorney authors, target queries, publication targets, and cross-promotion through podcasts, panels, and social channels.
• Own the firm website: ongoing review and refresh, including copy updates, graphic updates, and periodic redesigns. Maintain alignment with the firm's positioning and brand standards.
• Edit, refine, and finalize attorney-authored content for placement on the firm site, in trade press, and in business press. Elevate substance to publication-ready quality.
• Produce visual-first, editorial-style infographics that translate complex litigation, regulatory, and transactional developments into clear, shareable assets for clients and prospects.
• Lead submissions and rankings strategy for Chambers, Best Lawyers, Lawdragon, and other recognized directories and league tables.
• Operate as the firm's marketing AI power user. Use advanced prompting in ChatGPT, Copilot, and Claude to compress production timelines and lift output quality.
• Build and maintain custom AI skills, scheduled agents, and prompt libraries that the marketing function will operate from on an ongoing basis.
• Define and track marketing KPIs that reflect how legal services are actually bought in 2026, including AI citation share, attorney digital visibility, and BD pipeline movement.
• Own and track the marketing budget, including vendor management for design, production, and other outsourced work.
• Lead end-to-end planning and execution of firm events, including the annual Partner Retreat, Attorney Retreat, office events across the firm's three offices, charitable and community events, and year-end and holiday events.
• Own venue research, site visits and tours, vendor sourcing, and contract negotiation. Bring forward options with clear tradeoffs for partner decision making.
• Manage event procurement, run-of-show, logistics, and budget tracking from initial scoping through final reconciliation.
• Provide onsite leadership during retreats and major firm events, including coordination of vendors, attorneys, and staff. Travel as required.
• Build institutional memory: maintain a centralized record of vendors, venues, costs, and lessons learned so each event benefits from the last.
• Manage, mentor, and develop the Marketing Assistant in the New York office.
• Oversee execution of departmental operations, with the Marketing Assistant carrying day-to-day work on website updates, event support, sponsorship logistics, attorney photography sessions, internal communications, the client holiday gifting program, and promotional items inventory.
• Serve as the marketing function's primary point of contact for firm leadership across all three offices.

Required Qualifications

• 5 to 10 years of progressive marketing experience, with at least 3 to 5 years in a law firm or professional services environment.
• Demonstrated experience leveraging AI tools, including ChatGPT and Copilot, as core productivity tools rather than as novelty. Advanced prompting skills.
• Hands-on experience with legal-industry CRM platforms. InterAction strongly preferred.
• Strong writing, editing, and proofreading skills, with the ability to take attorney-authored content from draft to publication-ready.
• Direct experience supporting partner-level business development, including coaching senior professionals on outreach, positioning, and personal brand.
• Demonstrated experience planning and executing a range of professional events, from multi-day retreats to conference and tradeshow presence, CLE programming, and client engagement events. Full lifecycle ownership from sourcing and contracts through onsite execution and follow-up.
• Track record of producing visual content that performs, including infographics, social graphics, and editorial design.
• Experience owning a professional services website, including content strategy, copy oversight, visual refreshes, and coordinating with design or development partners on redesigns.
• Bachelor's degree, or equivalent professional experience that demonstrates the ability to perform the duties of the role.

Preferred Qualifications

• Experience operating an AI search visibility or generative engine optimization program for a professional services firm.
• Working knowledge of Wikipedia editorial standards, including notability criteria, neutral point of view, conflict-of-interest disclosure, and the Talk page request process. Experience supporting the creation of new entries or maintaining existing entries for organizations or individuals.
• Prior experience producing partner-grade work product, including reports, dashboards, and presentations at executive altitude.
• Familiarity with Foleon, Canva, and Adobe Creative Suite.
• Familiarity with iManage or comparable document management systems.

Technical Skills

• AI Productivity: ChatGPT, Copilot (Work mode), Claude. Custom GPTs, scheduled agents, advanced prompting.
• CRM: InterAction strongly preferred. Comparable platforms (Salesforce, HubSpot) considered.
• Design: Canva, Adobe Acrobat, Photoshop, ChatGPT image design and prompting, Claude design. Strong visual judgment.
• Document Management: iManage and Sharepoint.
• Office Productivity: Microsoft Office (Word, Excel, PowerPoint, Teams, Outlook).
• Content Management: WordPress and comparable systems.

Personal Attributes

• Independently driven. Operates with strategic guidance rather than step-by-step direction.