Senior Manager of Website & Digital Marketing

Job Description

Crowell & Moring LLP is an international law firm with offices in the United States, Europe, MENA, and Asia that represents clients in litigation and arbitration, regulatory and policy, and transactional and corporate matters. The firm is internationally recognized for its representation of Fortune 500 companies in high-stakes litigation and government-facing matters, as well as its ongoing commitment to pro bono service and diversity, equity, and inclusion.

Job Summary

The Senior Manager of Website and Digital Marketing leads the strategy, development and operations of the firm’s digital and web presences, including public-facing websites and microsites, e-mail marketing, social media, blogs, apps, podcasts, video campaigns and web/social analytics in alignment with the firm’s strategic branding, communications, and business development goals. 

The Senior Manager manages a team of two direct reports, as well as several vendors.

Job Responsibilities

• Leads the development and execution of the firm’s digital marketing strategy, focusing on website design, functionality and performance to enhance branding and business development.
• Oversees web content management process.
• Manages and develops the Digital Marketing team, including setting goals, prioritizing tasks, monitoring team performance, and encouraging continuous technical and professional development and growth.
• Leads the firm’s video and multimedia strategy, including developing timelines and budgets for video production and ensuring campaigns are continuously improved.
• Works with the marketing leadership team to analyze and develop KPIs, metrics for effectiveness and strategic refinement.
• Manages the implementation of the firm’s social media strategy through all applicable platforms, including but not limited to LinkedIn,Twitter/X, Instagram, YouTube, and Wikipedia.
• Oversees and drives the search engine optimization (SEO) strategy; stays abreast of SEO trends and best practices.
• Oversees the firm’s blog program, including vendor/hosting management, training, analytics, and monitoring and communicating best practices and firm guidelines.
• Manages current e-communication platform (Vuture) and drives e-mail marketing strategy, ensuring compliance with domestic and international data regulations.
• Serves as primary liaison to digital marketing vendors, manages contracts and identifies best of breed digital tools to enhance marketing automation and campaign effectiveness.

Qualifications

Knowledge, Skills, and Abilities

• Exceptional ability to gather and analyze large amounts of research information and then synthesize into concise and meaningful actionable reports and recommendations.
• Ability to adapt to changing priorities and maintain a productive and committed work ethic while meeting deadlines and managing workload effectively. Expertise in email best practices, including contact strategies, design, A/B testing, delivery and deliverability issues, segmentation, and analytics/performance management.
• Familiarity with spam/email blockers and deliverability testing and troubleshooting tools, SEO concepts and techniques, email campaign procedures, CAN-SPAM regulations, and knowledge of or willingness to learn about state and local bar association rules regarding communications with clients and nonclients.
• Advanced knowledge of keyword optimization, organic search, search engine rankings, etc.
• Complete knowledge of web-based content management system (CMS).
• Working knowledge of the firm’s e-communication tools as pertains to administration, template design and analytic reporting.
• Familiarity with a WYSIWYG HTML editing software such as DreamWeaver; XML feeds and Javascript knowledge a plus.
• Knowledge of browser-based technologies and basic understanding of languages (HTML, JavaScript, CSS, etc.).
• Advanced knowledge of the Adobe Creative Suite (Illustrator, InDesign, Flash, Dreamweaver, and Photoshop), Microsoft Office in a Microsoft Windows 10 Enterprise operating system, FTP.
• Familiarity with all relevant social media platforms, tools such as Tweetdeck, Hootsuite, and other social marketing automation/employee advocacy products (Lexology, ClearView Social).
• Knowledge of digital marketing tools such as video (production and best practices) and audio (webinars and podcasts), as well as familiarity with various hosting platforms for multimedia.
• Ability to provide quality client service to both internal and external contacts regarding non-legal matters of a routine nature.  Requires patience, creativity and discretion.
• Demonstrated ability to communicate clearly and effectively, both orally and in writing with attorneys, professional