10 Law Firm Marketing Team Roles to Consider in 2025
Looking to get into law firm marketing?
First and foremost, you need the right people.
Seasoned lawyers have spoken and identified the essential marketing roles that helped their firms succeed.
Read their answers below.
Senior Leadership
Most law firms prefer to maintain control of their marketing decision-making for the sake of ensuring brand alignment. As such, they try to keep senior marketing roles in-house.
1. Business Development Specialist
Paul Koenigsberg, managing partner at Koenigsberg & Associates, implements a hybrid marketing structure spearheaded by a business development specialist.
This particular role goes beyond marketing—handling different areas like branding and client relationship management.
We have a “business development” role that coordinates all of our marketing efforts, but we’re not large enough to have a dedicated marketing department. This role covers everything from digital outreach to client engagement strategies, helping us maintain a strong presence without a full team. Business development handles tasks like networking, managing client relationships, and overseeing our general marketing efforts, including social media and branding.
2. Head of Marketing
Edward Hones maintains in-house leadership to provide a clear and cohesive direction to his firm’s marketing initiatives:
Typically, we see an internal hierarchy where strategic oversight lies with senior leadership-often involving either a head of marketing or a director-level role that aligns our marketing goals with the firm’s values and mission. Beneath this, there may be specialists focused on social media, content creation, and client engagement, roles that support brand consistency and help manage the flow of client-facing communication.
Alfred Polizzotto, managing partner at Polizzotto & Polizzotto, LLC, also relies on the head of marketing role to ensure a straight-shot path to marketing objectives:
We’re working with specialists for SEO, paid ads, and public relations who make sure we’re in great standing with our local community.
Hierarchies vary and usually, our lead attorney or managing partner will collaborate with the head of marketing or the specialists we work with.
3. Marketing Director
C.L. Mike Schmidt follows a more traditional hierarchy for Schmidt & Clark’s marketing arm, in which a marketing director works closely with the firm’s top leadership:
We have an internal core team that handles our day-to-day marketing tasks, like managing our website content, handling social media posts, and keeping our online presence aligned with what potential clients need to see.
In terms of structure, we keep things fairly straightforward: our Marketing Director leads the team and sets the direction, while others focus on specific tasks like writing, design, and outreach.
Internal Marketing Specialists
A large number of law firms also rely on internal marketing professionals—primarily for non-technical areas like social media, content creation, and various client-facing tasks.
4. Generalist Roles
One of the main advantages of internal marketing teams is better collaboration and a tightly wound workplace culture. It also allows for a team of generalists to find unique and versatile solutions to marketing challenges.
Here’s what Alex Freeburg, owner of Freeburg Law, has to say:
Since ours is a small team, the hierarchy is pretty flat in our setup. We don’t have a single marketing manager or content team. Everyone collaborates closely and often takes up more than one responsibility, but we always run everything by one another.
5. Content Strategists
Mia Mancinelli Cloud, founder of Cloud Law Firm, manages a larger hybrid marketing structure centered around an internal core team.
She highlights the role of content strategists, who do most of the heavy lifting for their website content:
Our marketing structure is centered around a core team, which includes content strategists, digital marketing specialists, and brand managers who work together to ensure our firm’s values and expertise are effectively communicated.
Content strategists are responsible for crafting case studies, articles, and videos that highlight our results and commitment to clients.
It’s worth noting that content creation is also one of the most outsourced jobs in the legal industry. The key is to find a legal content writing service with proven success in specific practice areas and in terms of SEO.
6. Public Relations Experts
The public relations (PR) role is crucial to several aspects of running a law firm—from raising brand awareness to legal networking.
Michael Farah, founder and managing attorney at The Farah Law Firm, P.C., works with PR experts to augment his hybrid marketing team:
We partner with PR experts to create stories that are repeated in the mainstream media so our voice remains the same and has the power. With in-house mastery over client communications and outsourcing to specialists when it comes to technical or trend-related activities, we build an agile marketing ecosystem.
7. Client Service Professionals
A law firm lives and dies by its client relationships.
Maryam Parman, managing attorney at Avrek Law Firm, highlights the importance of this role:
One of the key roles is our client service team, as maintaining communication and building trust with clients is not just a marketing strategy, but a core philosophy that has greatly impacted our firm’s growth and reputation. This aligns with our client-centered approach where we strive for personalized interactions and a deep understanding of each client’s needs.
External Marketing Specialists
To keep the internal marketing team lean, most law firms rely on external service providers for more technical avenues.
8. SEO Freelancers & Agencies
Law firm SEO is a crucial area of marketing that will help you achieve substantial and sustainable growth.
However, the majority of law firms have too much on their plate to keep up with ever-changing search engine algorithms.
We engage SEO specialists on a project basis to stay current with search engine algorithms, which is crucial for local search ranking. By maintaining a mix of in-house expertise and outsourced professionals, we can be agile, cost-effective, and consistently strategic in promoting our firm’s services and reputation across various digital channels.
9. Web Developers
In addition to SEO, most law firms also outsource professional website design services to establish their online presence.
It’s also important to have web developers on call for maintenance and troubleshooting.
Here’s Maryam Parman to explain:
We outsource specialized skill sets for elements like website design and maintenance, alongside digital advertising campaigns targeting personal injury cases. These specialized tasks require expertise that allows us to maintain a strong online presence while focusing on delivering quality legal services, which is central to our operations. Partnering with experts allows us to leverage their skills in creating a dynamic online engagement platform.
10. PPC Specialists
Lastly, legal PPC advertising help lawyers gain instant traction and momentum in growing their digital footprint.
But, as Maryam Parman stated, PPC management requires the right experience, up-to-date knowledge, and tools to be successful.
PPC advertising campaigns also need close collaboration with internal leadership to ensure consistent messaging.
Andy Gillin, managing partner at GJEL Accident Attorneys, says:
Outsourcing is common for specialized skill sets like SEO, pay-per-click (PPC) advertising, graphic design, and video production. These tasks need specific expertise that might be too specialized for an in-house team. Law firms often hire external vendors or agencies to ensure these areas are optimized, keeping the internal team focused on broader strategy and coordination. Encouraging collaboration between in-house teams and outsourced specialists can streamline efforts and maintain consistency in messaging.
Final Thoughts
Remember, your law firm’s marketing is only as formidable as your team.
It’s not just about individual talents—it’s also about how you coordinate and synchronize the roles together towards your marketing objectives.
Mia Mancinelli Cloud summarizes it well: “An effective marketing strategy requires a range of specialized skills and organized roles to connect meaningfully with potential clients.”
Ready to get some work done?
If you need help on a strategic level, contact us and get a free marketing audit. We’ll help you identify gaps in your marketing and turn them into measurable growth.
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