Bielski Chapman, Ltd.
Estate Planning, Elder Law, Medicaid Planning, Probate, Trust & Estates Litigation
Chicago, IL Metro | In-House Growth Role
Remote Candidates will be considered based on talent/experience
Why This Role Exists
The purpose of this position is to increase firm revenue by generating qualified consultations that become retained clients.
Bielski Chapman is not hiring someone merely to post on social media, coordinate vendors, or produce marketing activity that cannot be tied to business results. The firm needs an in-house owner for the full client-acquisition funnel: visibility, lead generation, consultation scheduling, follow-up, retention tracking, and return on marketing investment.
The person in this seat will be expected to know where new matters come from, what each acquisition channel costs, which campaigns produce retained clients, and which activities should be improved or stopped.
Position Summary
The Marketing Manager owns the firm’s marketing-to-intake pipeline for estate planning, elder law, Medicaid planning, probate, and trust litigation matters. This includes the firm website, local SEO, workshops and webinars, email nurture, online reviews, paid advertising, referral-facing materials, and reporting systems that connect marketing activity to consultations, retained matters, and revenue.
This is a hands-on, in-house growth role. The Marketing Manager may coordinate with outside specialists where appropriate, but the firm is not hiring a vendor manager. The person in this role must be able to execute, measure, and improve client-acquisition activity directly.
This position reports directly to the Leadership Team and is expected to operate with ownership, accountability, and sound business judgment.
Primary Objective
Increase profitable, marketing-attributable retained matters by building a predictable pipeline of qualified prospective clients.
Everything else (content, email, events, SEO, advertising, reviews, and reporting) is valuable only to the extent it supports that objective.
Primary Responsibilities
Lead Generation & Pipeline Ownership
- Increase the number of qualified consultations scheduled each month.
- Develop campaigns that generate prospective clients in the firm’s core practice areas.
- Track every meaningful lead source from first contact through consultation, engagement, and matter opening.
- Identify which channels produce profitable matters and which channels are wasting time or budget.
- Work with intake staff so marketing follow-up, consultation scheduling, and lead status tracking are consistent.
Workshops, Webinars & Educational Events
- Build a repeatable workshop and webinar program for estate planning, elder law, Medicaid planning, and related topics.
- Plan event calendars, registration pages, promotional emails, reminder sequences, follow-up sequences, and attorney support materials.
- Measure registrations, attendance, consultation requests, consultations held, retained matters, and revenue generated from each event.
- Improve event topics, follow-up timing, and conversion processes based on actual results.
Website Conversion & Local SEO
- Own the firm website as a client-acquisition asset, not merely an online brochure.
- Improve service pages, attorney biographies, calls-to-action, landing pages, contact forms, and appointment-booking paths.
- Execute local SEO initiatives, including Google Business Profile optimization, search visibility, content planning, citation consistency, and performance monitoring.
- Use analytics to identify which pages and search terms are producing inquiries, consultations, and retained clients.
Content, Email Marketing & Lead Nurture
- Write and coordinate practical, client-facing content that reinforces the firm’s authority and generates consultations.
- Build email campaigns for website leads, workshop registrants, workshop attendees, former clients, referral sources, and unconverted prospects.
- Create follow-up sequences that move prospects from education to consultation scheduling without sounding generic or salesy.
- Maintain consistent messaging across the website, email, workshops, and social channels.
Paid Advertising & Campaign Management
- Manage or closely oversee Google Ads, Local Service Ads, Meta campaigns, and other paid lead-generation efforts.
- Evaluate paid campaigns based on cost per qualified lead, cost per consultation, cost per retained matter, and return on marketing investment.
- Coordinate with outside advertising specialists where appropriate while retaining internal accountability for results.
- Recommend budget increases, reductions, pauses, or reallocations based on performance data.
Reviews, Reputation & Referral Support
- Build and manage a system for requesting Google reviews from appropriate satisfied clients.
- Monitor review volume, review quality, and rating trends.
- Help ensure the firm’s public-facing reputation supports consultation conversion.
- Support referral-facing materials and campaigns that keep the firm visible to professional referral sources.
Reporting & Business Intelligence
- Prepare a monthly Client Acquisition Report for the Managing Attorney.
- Report on leads generated, consultations scheduled, consultation show rates, matters retained, revenue generated, cost per lead, cost per consultation, cost per retained client, and return on marketing investment.
- Explain what worked, what did not work, what should change, and where the next marketing dollar should be spent.
- Maintain clean source tracking so the firm can make decisions based on real data rather than impressions or anecdotes.
Key Performance Indicators
Success in this role is not measured by likes, impressions, vague brand awareness, or activity volume. Success is measured by whether the firm can see more qualified consultations, more retained matters, and better return on marketing investment.
- Qualified leads generated by source.
- Consultations scheduled by source.
- Consultation show rate.
- Matters opened by source.
- Revenue generated by source.
- Cost per qualified lead.
- Cost per consultation held.
- Cost per retained client.
- Return on marketing investment.
- Workshop and webinar registration-to-retention performance.
- Organic search visibility and website conversion performance.
What Success Looks Like After 12 Months
- The firm has a clear, reliable monthly client-acquisition dashboard.
- The Managing Attorney can see which marketing channels are producing retained matters and revenue.
- The firm has a repeatable workshop or webinar system with documented follow-up and measurable conversion results.
- The website is generating trackable inquiries and scheduled consultations, not merely traffic.
- Email nurture sequences are in place for prospects, attendees, former clients, and referral relationships.
- Google reviews and local search visibility have improved in a measurable way.
- Marketing spend is being evaluated by cost per retained client and return on marketing investment.
- The firm has fewer disconnected marketing activities and a more predictable pipeline of qualified prospective clients.
Qualifications
Required
- Three or more years of direct responsibility for lead generation, client acquisition, growth marketing, or revenue-focused marketing.
- Demonstrated history of generating measurable leads, consultations, sales opportunities, retained clients, or revenue growth.
- Ability to discuss specific prior campaigns, including budget, channel, conversion metrics, and business outcome.
- Experience managing websites, local SEO, email marketing, landing pages, paid advertising, and reporting dashboards.
- Strong writing ability, including the ability to write in a professional, trustworthy, client-facing voice.
- Comfort working with data, budgets, attribution, conversion rates, and return on investment.
- High ownership, strong follow-through, and willingness to be accountable for outcomes rather than activity alone.
Strongly Preferred
- Experience marketing for a law firm, financial advisory firm, healthcare practice, wealth management practice, or other trust-based professional services business.
- Experience promoting educational workshops, seminars, webinars, or community events as a client-acquisition channel.
- Familiarity with legal intake, referral-source marketing, CRM systems, and practice management platforms.
- Experience with WordPress, Google Business Profile, Google Search Console, Google Analytics, Google Ads, Local Service Ads, Meta Ads Manager, and email marketing platforms.
Candidate Evaluation
Candidates should be prepared to discuss specific examples of marketing campaigns or growth initiatives they personally ran or materially improved. Strong candidates should be able to explain the goal, budget, channel, execution, lead volume, conversion rate, revenue or business outcome, and what they changed after reviewing the data.
A candidate who cannot connect past marketing work to measurable business results is unlikely to be the right fit for this role.
Reporting Structure
Reports directly to the Leadership Team.
Works closely with attorneys, intake staff, administrative staff, and outside specialists retained for narrow technical support. This role has meaningful autonomy and is expected to become a central contributor to the firm’s growth strategy.
Pay: $50,000.00 - $60,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Parental leave
- Retirement plan
- Vision insurance
People with a criminal record are encouraged to apply
Work Location: Hybrid remote in Chicago, IL 60606
