Director of Demand Generation

About Berry Law

Berry Law is a respected law firm dedicated to fighting for the rights of injured individuals. With a reputation for aggressive advocacy and client-centered service, we help clients navigate the complex legal landscape following injuries to secure the compensation they deserve.

Position Overview

The Director of Demand Generation is the frontline performance leader of Berry Law’s growth engine. This role commands paid and organic acquisition channels—including SEO, PPC, and analytics—ensuring total channel superiority and measurable efficiency. 

This position owns cost per hire (CPH) and acquisition efficiency across marketing channels. The Director of Demand Generation ensures that traffic, leads, and intake outcomes are aligned, optimized, and disciplined. They operate at the intersection of marketing performance and intake conversion—closing the internal loop to eliminate lead waste and maximize funnel velocity. This is a performance-driven leadership role with full accountability for acquisition results.

Key Responsibilities

Channel Ownership: SEO & PPC

• Lead and optimize all paid search (PPC) initiatives, including budget strategy, bidding models, keyword architecture, and performance testing.
• Oversee organic growth strategy, including SEO roadmap, technical performance, and content alignment.
• Ensure coordination between paid and organic channels to maximize search dominance.
• Continuously evaluate competitive landscape and adjust strategy to maintain superiority.

Cost Efficiency & CPH Accountability

• Own and report on cost per hire (CPH) and channel-level efficiency metrics.
• Identify areas of spend inefficiency and reallocate resources accordingly.
• Drive continuous testing and optimization to reduce acquisition costs without sacrificing quality.

Analytics & Performance Visibility

• Partner with the Marketing Data & Technology Analyst to ensure clean attribution and channel visibility.
• Establish channel KPIs and reporting cadences tied to executive dashboards.
• Monitor conversion rates across key funnel stages to identify friction or breakdowns.

Marketing & Intake Loop Closure

• Work directly with Intake leadership to eliminate lead waste and improve qualification standards.
• Identify breakdowns between lead generation and intake conversion.
• Implement process improvements to ensure demand generation supports real revenue outcomes—not vanity metrics.
• Enforce clear definitions of qualified leads, consultations, and hires.

Competitive & Strategic Positioning

• Monitor competitor activity across paid and organic channels.
• Adjust strategy to defend and expand Berry Law’s share of search visibility.
• Ensure messaging and channel presence reinforce authority and trust—particularly within Veteran audiences.

Growth & Strategic Impact

The Director of Demand Generation is a central growth role within Berry Law. Success here directly influences:

• Acquisition efficiency
• Revenue predictability
• Channel dominance
• Strategic budget allocation

With sustained performance, this role may evolve into VP of Growth or Chief Growth Officer, depending on firm scale.

Required Qualifications

• Experience: 8–12+ years of experience in demand generation, growth marketing, or performance marketing leadership.
• Track Record: Proven success managing PPC and SEO strategies with measurable revenue outcomes. Strong experience in regulated or high-intent industries preferred (legal, healthcare, financial services).
  
• Platform Expertise: Deep technical proficiency in Google Ads, GA4, Google Tag Manager, and Search Console. 
• Analytics & Data Skills: Experience working with BI tools (DOMO or similar) and attribution modeling. Strong understanding of funnel analytics and performance optimization. Familiarity with intake or sales conversion processes preferred.

Work Environment & Conditions

Schedule: Full-time, Monday–Friday, standard business hours (8:00 AM–5:00 PM) with flexibility for campaign optimization and monitoring across time zones as needed.

Physical Demands: Primarily desk-based work; ability to work independently and manage time effectively in a fast-paced, results-driven environment.

Travel: Some travel; occasional attendance at industry conferences, regional marketing meetings, or firm leadership events.

Remote/Hybrid: Structured hybrid arrangement with flexibility for remote work, contingent on consistent performance, reliable communication, and ability to respond to campaign needs in real time. Some days require on-site collaboration with marketing team and leadership.

Fast-Paced Environment: This role operates in a high-accountability, data-driven environment with aggressive growth targets and continuous optimization expectations. Comfort working under pressure and adapting to platform changes is essential.

Be a Part of a Winning Team:

• Recognized by Inc. Magazine's 5000 fastest-growing companies for six consecutive years, Law Firm 500 for five years in a row, Inc.'s 2023 Best in Business for Veteran Support, Department of Labor Hire Vets award, and the Secretary of Defense Pro-Patria award.
• 2023 Military Times Best for Vets: Employers List.
• Personalized onboarding with dedicated learning and development resources, coaching, and mentorship.
• Regular awards, financial incentives, and a generous bonus structure.
• A supportive firm culture with generous benefits and a commitment to excellence.

Benefits Package:

• Comprehensive health insurance (medical, dental, vision)
• 401(k) retirement plan with employer matching
• Generous paid time off (PTO) and paid holidays
• Professional development and continuing education budget (industry conferences, certifications, training)

Berry Law is an equal opportunity employer.