Position Summary
The Brand Marketing Specialist is responsible for developing and executing content that strengthens the firm’s brand, builds trust with prospective clients, elevates the visibility of its attorneys, and supports lead generation and business growth.
This role combines content strategy, brand storytelling, thought leadership, and marketing communications. The ideal candidate is an excellent writer and editor who can translate complex legal and immigration topics into clear, compelling, accessible content for prospective clients and broader audiences.
The specialist will work closely with the marketing team, attorneys, firm leadership, and external partners to create a consistent and differentiated brand presence across digital and traditional channels.
Key Responsibilities
Content Strategy & Development
- Develop and maintain a content calendar aligned with business priorities, audience needs, seasonal opportunities, and marketing campaigns.
- Create compelling content across the firm’s website, blog, email, social media, video, presentations, and other marketing channels.
- Translate complex legal and immigration concepts into clear, engaging, client-friendly content.
- Develop educational content that addresses common client questions, concerns, and barriers to taking action.
- Identify opportunities to turn attorney expertise, client questions, industry developments, and firm news into valuable content.
- Repurpose long-form content into social posts, email content, short-form video concepts, graphics, and other formats.
Brand & Thought Leadership
- Help strengthen and consistently communicate the firm’s brand voice, positioning, values, and points of differentiation.
- Develop thought-leadership content that establishes the firm’s attorneys as trusted authorities in immigration law.
- Partner with attorneys to develop articles, LinkedIn content, interviews, commentary, speaking materials, and other thought-leadership assets.
- Identify opportunities for attorneys and the firm to participate in relevant media, podcasts, industry publications, and other external platforms.
- Maintain brand consistency across all marketing communications.
Client Stories & Proof Points
- Develop and manage a process for capturing and promoting client testimonials, success stories, reviews, and case outcomes where appropriate and compliant.
- Turn client experiences into compelling stories that demonstrate the firm’s expertise and impact.
- Ensure all content follows applicable legal, ethical, privacy, and advertising requirements.
Website & SEO Content
- Develop and optimize website and blog content.
- Conduct basic keyword and competitive research to identify content opportunities.
- Write and update landing pages, practice-area content, FAQs, articles, and other website assets.
- Use SEO best practices while maintaining a natural, client-focused writing style.
- Help develop content designed to perform well in both traditional search and emerging AI-driven search environments.
Email & Campaign Support
- Develop content for newsletters, nurture campaigns, client communications, and promotional campaigns.
- Partner with the demand-generation team to create content supporting lead-generation and conversion initiatives.
- Adapt content to different stages of the prospective-client journey.
Content Production
- Coordinate with graphic designers, videographers, agencies, influencers, and other external resources as needed.
- Participate in photoshoots, video shoots, interviews, webinars, and other content initiatives.
- Help develop scripts and creative briefs for short-form and long-form video.
- Maintain an organized library of approved brand and marketing content.
Qualifications
- 5-7+ years of experience in content marketing, brand marketing, communications, public relations, or a related field.
- Exceptional writing, editing, proofreading, and storytelling skills.
- Experience developing content for multiple digital channels.
- Strong understanding of content marketing best practices.
- Familiarity with SEO principles and tools such as Google Search Console, Google Analytics, SEMrush, or similar platforms.
- Experience working with senior executives, subject-matter experts, or attorneys to develop thought leadership is highly desirable.
- Strong project management and organizational skills.
- Ability to manage multiple projects and deadlines in a fast-paced environment.
- Strong judgment and attention to detail, particularly when working with legal or sensitive information.
- Experience in a law firm, professional services, immigration, healthcare, financial services, or another highly regulated industry preferred.
- Experience creating executive or attorney brand content.
- Experience with video content, podcasts, webinars, or other multimedia.
- Familiarity with Canva, Adobe Creative Suite, or similar content-production tools.
- Understanding of AI-assisted content creation and emerging AI search/discovery.
Success Metrics
Success in this role will be measured by both brand impact and marketing contribution, including:
- Growth in organic website traffic and engagement
- Content engagement and conversion rates
- Growth in attorney thought-leadership visibility
- Website/blog content performance
- Email engagement
- Qualified leads influenced by content
- Growth in testimonials, reviews, and client stories
- Content production efficiency and consistency
- Brand consistency across channels
Benefits:
- Dental insurance
- Health insurance
- On-site gym
- Referral program
- Vision insurance
Work Location: In person
