Working closely with firm leadership and attorneys, as well as members of the firm’s business development team and other internal administrative clients, the Marketing and Communications Director will have primary responsibility for establishing and developing a strong and differentiated brand in each of the firm’s geographic markets and industries. The Marketing and Communications Director will oversee the core marketing functions of creative services, public relations, advertising, web and digital marketing services, event management, rankings and recognition, marketing technology, and market and competitive intelligence, and will collaborate closely with the other functions in the department including business development. The Marketing and Communications Director will provide marketing counsel and guidance to partners and senior-level firm executives as appropriate and is a go-to creative resource for the Business Development Department as a whole.
Essential Duties & Responsibilities:
Brand Leadership—Uphold, promote, and leverage the brand internally and externally by conducting continuous brand education, ensuring visual creative and verbal content meet brand standards, and counseling internal clients and colleagues on standards and best practices. Uses innovative design and expression taking advantage of new trends in marketing and design in order to keep the brand fresh. Oversee relationship with external creative agency and manage creative and production resources.
Production Management — Develop and implement effective and efficient client-service processes, including project intake, project management and project approval processes. Direct the day-to-day operations of the marketing team, managing and professionally developing multiple direct reports. Determine need for outsourcing, make the business case for new or different headcount, and address the formalization of processes.
Marketing Technology—Provide creative direction for design of digital properties including wallerlaw.com and the firm’s microsites. Responsible for implementing and sustaining key technologies, such as CRM system. Ensure that tools and resources of the department are being optimally utilized, including overseeing training updates, best practices, and trouble-shooting with resource providers.
Institutional Projects and Initiatives—Work with the Chief Business Development Officer to concept, execute and drive the creative production of marquis projects for the firm’s Board of Directors and Chairman. Participate on communications and marketing work streams for key firm priorities to provide strategic marketing and communications counsel, facilitate creative brainstorming, and drive the execution of creative marketing programs in support of the initiative.
Promotional Items—Oversee management of Waller’s promotional items (aka “swag”) and the firm’s online retail portal for employees to acquire logoed promotional items, including oversight of budget, relationship with vendors, and product selection. Set relevant firm policy, issue communications and review products and retail site for quality control.
Budget Management — Orchestrate the preparation of the annual marketing budget, working with Executive Directors, the CBDO, and the firm’s finance team to devise the most efficient process possible for creating and managing the budget. Monitor marketing expenditures and ensure cost efficiencies.
Vendor Relationships — Participate in vendor selection, contract negotiations, and project management for design, advertising, research, photography, and e-Marketing services. Manage work flow of vendors ensuring that projects meet or exceed project scope, are on time and within budget.
Content Marketing—In conjunction with the firm’s content strategist, conceive of and launch innovative ways to present and disseminate content, such as through infographics, interactive materials or podcasting and videos.
Strong and current writing and art-direction skills and familiarity with data visualization
A proven track record of leading a team in the execution of brand projects
Ability to manage, coach and inspire a team at varying skill levels
Strong project management and process implementation skills
Flexibility, willingness and ability to work with a wide variety of people and projects in a collective and collaborative manner
Ability to effect change and motivate a diverse group of partners.
Highly organized and detail oriented
Ability to work autonomously, while providing support and ongoing reporting to the CBDO
Ability to handle sensitive and confidential matters with discretion in accordance with firm policy
Resourcefulness in analyzing problems or needs, evaluating alternatives, proposing options as solutions, and effective implementation of solutions