XTN-E0F9988 | DIGITAL AND MARKETING TECHNOLOGY MANAGER

The Digital and Marketing Technology Manager owns two closely related areas.

Digital marketing: website content, user journeys and performance; email campaigns and the firm newsletter (currently Mailchimp); social media, primarily LinkedIn; Google Analytics and digital reporting; Semrush and search performance; and campaigns across digital channels.

Marketing technology: administration and optimization of Lawmatics and Lawbrokr; implementation and optimization of CallRail and Voice Assist; website forms and platform connections; system testing, documentation and user training; and the quality of marketing and intake data together with the dashboards built on it.

Dashboards in scope are digital, marketing and intake. Firm-wide reporting that combines financials, matters and operations sits outside this role.

The Director retains oversight of strategy, priorities, brand, budget and overall performance. This role owns day-to-day delivery and manages the specialist agencies for Google Ads, website design and development, and complex platform connections.

The role is measured on its contribution to pipeline rather than on activity alone. Signed matters depend on factors beyond marketing, including lawyer availability, conflicts, pricing and engagement decisions, so what is measured is the contribution to and quality of the pipeline rather than sole accountability for what closes.

This is a different profile from a traditional Digital Marketing Manager. We are looking for someone who has led implementations, designed workflows and resolved problems, rather than someone who has used the platforms. This is a significant hire and the process reflects that: it includes a practical exercise as well as interviews.

• Build the function, not just operate it: Help shape Taxpayer Law’s emerging marketing technology ecosystem and establish the processes that will support its next stage of growth.
• Own technology that directly drives revenue: Connect digital marketing, automation, analytics, intake technology, and agency performance to a measurable pipeline and signed matters.
• High-impact role with real autonomy: Work closely with leadership in a growing, modern law firm where your technical judgment, execution, and improvements will have visible business impact.

Agency management and paid media

•       Manage the specialist agencies day to day (Google Ads, website design and development, and complex platform connections): prepare briefs, review results critically, and, with the Director's support, hold each agency accountable within the Director's strategy and budgets. Conduct structured reviews using Google Analytics, Semrush and other relevant performance data, and support agency audits, comparisons and transitions.

•       Supervise the PPC agency across Google Ads (Search and Performance Max) against cost-per-qualified-lead targets; spend is roughly CA$30K per month. With the Director's support, QA exclusions, invalid traffic controls, conversion signals, landing page alignment and lead quality. A meaningful share of paid leads are currently unqualified and improving this is a priority for the role. This requires someone able to challenge an agency on substance, not simply manage the relationship.

•       Test approved emerging digital channels in conjunction with specialist agencies, including appropriate opportunities presented by AI platforms.

Marketing technology

•       Administer and optimize Lawmatics and Lawbrokr; build and maintain connected website forms and platform connections across the stack; manage system testing, documentation, user training and the quality of marketing and intake data; and build and maintain the agreed digital, marketing and intake dashboards. Functional ownership of these platforms continues after implementation and covers configuration, optimization, documentation, testing and user support.

•       Clio Grow is in scope only where it supports intake, lead source data, pipeline reporting or marketing technology connections. Clio Manage, matter administration, billing and legal practice workflows are out of scope.

•       Implement and optimize CallRail and Voice Assist, including the enhanced Voice Assist pilot. The Director and the Marketing and Intake Coordinator define the business and client experience requirements and assess performance; this role owns technical configuration, testing and reporting.

•       Potential future scope, not a first-year commitment: if the firm proceeds with a CRM, lead the assessment and implementation, then own CRM data, workflows, automation and reporting. Marketing, business development and intake would define the requirements and business case; firm leadership would approve the investment and the ownership model.

Newsletter, email and website

•       Establish and manage delivery of the firm newsletter (currently Mailchimp): audience building across clients, accountants and referral sources; template development and cadence; deliverability and list growth. Assemble each issue from Head of Thought Leadership content and firm news, editing and packaging rather than writing substantive tax content. Newsletter content planning sits within Marketing Programs; this role owns the delivery end.

•       Run mailing campaigns and follow-up communications around webinars and launches, and the digital promotion for awards and survey campaigns.

•       Manage website content, user journeys, performance and the delivery roadmap. Supervise the web developer on changes beyond the SEO program, and own the Lawbrokr lead capture relationship.

•       Implement approved privacy requirements such as cookie consent and tracking disclosures. The firm's privacy position is established through firm governance with appropriate legal and technical advice; this role implements what has been approved rather than determining the position.

•       Support the Director in leading the planned website project and manage the agency relationship. The Director leads the project and defines brand, audiences, content strategy, client journey, scope and priorities. This role develops and manages the delivery plan, coordinates the agency, oversees analytics, search requirements, forms and platform connections, manages testing and supports launch. Specialist providers deliver user experience, visual design and technical build.

•       Ensure the firm retains ownership and administrative control of its domain, hosting, analytics and other critical website accounts.

Reviews, social and webinars

•       Own the client review program, comprising automated post-matter NPS surveys with lawyer safeguards and Google review invitations, and keep the Google Business Profile current. Client satisfaction policy is set by the Director.

•       Manage the LinkedIn company page and YouTube channel. Adapt, package and publish content supplied by the Head of Thought Leadership, the Marketing Programs Manager, human resources and other relevant contributors, including repurposing webinars, presentations and articles into posts and clips. Commission freelance creative and video production where required.

•       Manage the webinar platform, registration, promotion, email automation, recording, follow-up and performance reporting in accordance with the firm playbook. Coordinate dry runs and technical delivery. Partner with the Marketing Programs Manager and the Marketing and Intake Coordinator on content and logistical support; partner organization relationships sit with the Marketing Programs Manager.

Reporting and operations

•       Verify agency tracking and attribution (GA4, CallRail, offline conversions); monitor search performance through Semrush; maintain lead source data quality across Lawmatics and Clio Grow; track digital vendor spend against the marketing budget.

•       Prepare the digital performance report for the Director's monthly marketing call. Report the funnel stage by stage (click, inquiry, consultation, signed matter) and flag conversion leaks, such as slow response to leads, for discussion with the Director and intake.

Must have

•       Fluent English, written and spoken.

•       Five or more years across both digital marketing and marketing technology, including three or more years of management-level accountability for digital channels and marketing systems. You have led platform implementations, designed workflows and resolved problems, not simply used the platforms.

•       Experience supervising PPC or digital agencies to results, with the ability to audit an account and its reporting rather than take vanity metrics at face value.

•       You have built or run an email newsletter, with list growth, deliverability and engagement you can speak to with numbers, and you are comfortable hands-on in ad, email and marketing platforms.

•       Analytics fluency (GA4, call tracking, CRM data) sufficient to verify tracking and reporting, and clear plain-English writing for emails, ads and web pages.

•       Evidence of succeeding in a growing and comparatively less structured organization. You are comfortable working through ambiguity, developing practical processes and operating without extensive specialist support.

Strongly preferred

•       An international law firm or comparable professional services environment, ideally tax or accounting.

•       Lawmatics, Lawbrokr, CallRail, Clio Grow or comparable platforms, and CRM selection or implementation experience.

•       Review generation and local presence programs (NPS, Google Business Profile); webinar production and YouTube growth; AI search visibility and AI advertising platforms. French is an asset.