Head of Marketing
Performance Marketing, Lead Generation & Direct Response Growth
Guadalajara, Jalisco, México
On-Site / Hybrid | Leading 8-Person Regional Team
Help Build the Growth Behind the Mission
At FLF, meaningful client relationships begin with high-performance direct-response marketing. As our California personal injury practice continues to expand aggressively, we rely on data-driven acquisition strategies, optimized lead funnels, and high-performing campaigns to connect with individuals needing urgent legal representation.
We are seeking a results-obsessed Head of Marketing to take direct ownership of our 8-person marketing team based in Guadalajara and remote hubs. In this role, you will lead the execution of our performance marketing engine across digital paid media, targeted traditional channels, and conversion optimization, directly impacting client sign-ups and firm growth.
Why This Role Matters
As our Head of Marketing, you will serve as the operational driver responsible for translating high-level growth targets into scalable acquisition campaigns. You will directly manage our 8-person regional marketing team, oversee media budget efficiency, and optimize digital funnels to drive qualified lead generation.
You’ll work in close alignment with Executive Leadership, Intake/Call Center Operations, and Legal to ensure our speed-to-lead and Cost Per Retained Case (CPRC) metrics remain industry-leading. Your leadership will directly influence daily lead volume, client acquisition velocity, and the firm’s competitive footprint across California.
Compensation & Benefits
- Base Compensation: $3,000 – $4,000 USD / month, paid twice a month - Open to Negotiation based on experience
- Performance Bonus: 15% – 25% annual performance bonus tied to CPL efficiency, CPRC targets, and sign-up volume
- Executive leadership role directly steering an 8-person regional marketing department
- Ongoing professional development, executive coaching, and leadership training
- Exposure to cutting-edge AI marketing tech, programmatic bidding tools, and custom BI dashboards
- Collaborative, fast-paced, and results-driven work environment
- Modern offices located in Guadalajara's premier financial district (Puerta de Hierro / Landmark area)
What You'll Do
Performance Marketing & Demand Generation
- Oversee and optimize all paid and organic acquisition channels, including Paid Search (Google Ads, LSAs), Paid Social (Meta Ads), SEO, content marketing, and targeted traditional media (TV/Radio/Outdoor).
- Take full accountability for critical direct-response KPIs, including Cost Per Lead (CPL), Cost Per Retained Case (CPRC), Return on Ad Spend (ROAS), and sign-up conversion rates.
- Continuously test ad creative, landing pages, audience segmentation, and multi-step funnels to maximize conversion efficiency.
- Build dynamic, high-volume lead-generation funnels tailored to the competitive California personal injury landscape.
Team Leadership & Operations Management
- Directly manage, mentor, and elevate our 8-person in-house marketing team across design, media buying, content production, and analytics.
- Establish departmental KPIs, weekly sprint goals, workflow standards, and accountability frameworks.
- Manage relationships with external agencies, media vendors, and software partners to guarantee cost efficiency and SLA adherence.
- Foster a culture of high performance, accountability, rapid execution, and continuous optimization.
Analytics & Business Intelligence
- Develop and maintain real-time performance dashboards tracking lead volume, acquisition costs, and channel attribution.
- Monitor campaign performance utilizing Looker Studio, Google Analytics 4, Power BI, and legal CRM platforms.
- Analyze conversion funnel friction, call-tracking metrics, and attribution data to present actionable recommendations to leadership.
Intake Alignment & Legal Compliance
- Partner seamlessly with the Intake Manager and Call Center operations to ensure immediate speed-to-lead and optimize lead-to-signed-case ratios.
- Enforce strict compliance with California State Bar advertising regulations (Rules 7.1–7.3) across all digital and traditional assets.
What We're Looking For
Required Qualifications
- Bachelor's degree in Marketing, Business Administration, Communications, or related field.
- Minimum 6–8 years of progressive performance marketing experience, with at least 3+ years managing multi-disciplinary marketing teams (5+ direct reports).
- Proven track record running high-volume direct-response lead generation in competitive vertical markets (Legal, B2C Healthcare, Insurance, or Financial Services).
- Deep technical expertise with Google Ads Manager, Local Services Ads (LSAs), Meta Business Suite, Google Analytics 4, and conversion rate optimization (CRO) platforms.
- Hands-on experience with CRM automation and call-tracking tools (e.g., CallRail, ActiveCampaign, HubSpot, Zapier).
- Firm grasp of performance acquisition metrics: CPL, CPRC, ROAS, and conversion funnel analytics.
- Full professional proficiency in English (verbal and written) with strong executive presentation skills.
Preferred Qualifications
- Direct experience in US Personal Injury law or legal services marketing.
- Familiarity with legal case management platforms (e.g., Filevine) and call center phone systems (e.g., RingCentral).
- Familiarity with California legal advertising ethics and compliance standards.
- Certifications in Google Ads, Meta Advertising, or Google Analytics.
- Demonstrated experience utilizing AI-powered workflows to accelerate creative production and campaign optimization.
The Type of Person Who Thrives Here
Our most successful team members are:
- Growth-Minded Executors: Leaders who love diving into the numbers and driving daily performance
- Data-Driven Operators: Decision-makers who let CPRC and sign-up metrics guide strategy
- People Managers: Leaders who know how to motivate an 8-person team to achieve ambitious targets
- Agile Adaptors: Professionals who thrive in high-stakes, rapidly growing legal environments
Why Join FLF?
At FLF, marketing is the growth engine of our business. You will lead our Guadalajara-based team in driving high-stakes legal acquisition for one of California's dynamic personal injury firms. Operating with modern technology and significant media backing, you will play a pivotal role in shaping our regional execution and scaling our market share.
