Head of Marketing

Job Title: Head of Marketing

Type: Independent Contractor (with potential for long-term engagement)

Location: Remote (LATAM - Brazil, Argentina, Costa Rica & Colombia)

Position Type: Full-time, Virtual

Who We Are

The Law Offices of Sabrina Li, P.C. is a leading, full-service U.S. immigration law firm with offices in Los Angeles, Pasadena, Santa Ana, and Dallas, as well as international operations across Asia, Africa and Central and South America. We are dedicated to helping individuals, families, and businesses navigate complex legal challenges with skill, compassion, and integrity.

We are proud to be recognized as a 2025 Inc. Best Workplaces honoree, a distinction that reflects our intentional investment in our people and workplace culture. We are committed to fostering a supportive, collaborative, and growth-oriented environment where team members feel valued, empowered, and equipped to succeed. Our firm prioritizes professional development, clear career pathways, and a culture of accountability and respect — creating a workplace where high performers can build meaningful, long-term careers.

About the role

You will own marketing results end to end. That means how many qualified leads the firm gets, what each one costs, and how many become retained clients.

This is a hands-on leadership role. You set the strategy and lead a small team. Until we hire a paid media specialist, you personally run Google Ads, Meta ads, Google Analytics 4 and reporting.

We are looking for someone who plans and reports in numbers. Every activity in this role, including brand and content, needs a tracked path to a lead and a measurable effect on qualified leads, consultations or retained clients.

Key Responsibilities

• Develop annual, quarterly and monthly marketing plans with targets for qualified leads, cost per qualified lead (CPQL), customer acquisition cost (CAC) and return on ad spend (ROAS)
• Manage the marketing budget and move spend to the channels that convert
• Audit, rebuild and run Google Ads by practice area and language, and manage Meta and other paid channels
• Set up conversion and call tracking so every inquiry carries a lead source and referral source
• Report from lead to revenue by channel, practice area and language
• Work with the COO and intake team to define a qualified lead, set a speed-to-lead standard and win back prospects who had an assessment or consultation but did not retain
• Oversee the website, SEO and GEO, with content and SEO updates in-house and technical work through an external developer
• Lead content, email and referrals: a monthly content and video calendar, email nurture and past-client campaigns, a professional referral partner program, and brand positioning that converts
• Lead and manage the marketing team and contractors through role cards, weekly priorities, 1:1s, scorecards and hiring
• Make sure every ad, page and script goes through attorney review under California and Texas attorney advertising rules

Required Qualifications & Skills

• 5+ years in digital marketing, including at least 2 years leading a team and managing a budget
• Hands-on Google Ads management, with results you can show in numbers, such as CPQL, CAC or ROAS before and after your changes
• Experience setting up conversion tracking in Google Analytics 4 and Google Tag Manager, and reporting from lead to closed client in a CRM
• Strategic thinker: goal oriented, sees the big picture first
• Working knowledge of SEO, GEO, Meta ads, email marketing and content planning
• Advanced English (C1 or higher), spoken and written; you will present to the CEO and write every report in English
• Experience leading remote teams across time zones
• Marketing experience at a law firm or other regulated professional services firm, including attorney advertising rules, is preferred
• Lead generation experience for US service businesses is preferred
• Experience with Lawmatics, GoHighLevel or Salesforce, call tracking tools such as CallRail, Dialpad, Monday.com or Box is a plus
• Bachelor’s degree in Marketing, Communications or a related field preferred; Google Ads or Google Analytics certification is a plus
• Spanish and/or Mandarin Chinese proficiency is a plus but not required

The Vision

Your first priority is to build a marketing system that tracks every lead through to a retained client. Then you use that system to raise conversion at each stage. Numeric targets are set at Day 30 from the baseline you build, and approved by the CEO.

First 30 days: build the system

• Audit marketing, tracking and intake, and present the findings by the end of Week 1
• Define the funnel stages (lead, qualified lead, consultation, retained client) and measure the baseline conversion rate and cost at each stage by Week 2
• Get tracking and a live dashboard working so every new inquiry carries its source by Week 3
• Present the 2027 marketing plan, with conversion and cost targets, by Day 30

Days 31 to 60: optimize conversion

• Track 100% of inquiries from source to outcome
• Answer web inquiries within 10 minutes during business hours, measured weekly
• Put a follow-up sequence in place for every prospect who had a consultation but did not retain
• Improve conversion from qualified lead to consultation, and from consultation to retained client, above the baseline

Days 61 to 90: scale what converts

• Deliver a monthly lead-to-revenue report by channel and language
• Move budget to the channels with the lowest cost per retained client, scaling only after 4 weeks on target
• Have every scaled campaign at or moving toward 10x return on ad spend
• Run the system without the CEO or COO directing day-to-day marketing

2027

• Grow new-client retained matters every quarter, in line with the firm’s 25% revenue growth goal
• Keep cost per retained client within target, with scaled campaigns at 10x return on ad spend

What to expect

Please read this before applying. It describes the job as it is today.

• Hands-on first. You will run campaigns and reporting yourself while you build the team. If you are looking for a role that only manages agencies, this is not the right fit.
• A small team. The team is two video producers (one English, one Chinese for RedNote), a part-time marketing intern, a graphic designer and social media coordinator (being hired), and an external web developer. Specialists are added as results justify them.
• A budget that grows with proof. Paid spend is modest today. It increases only when campaigns hold their CPQL and ROAS targets for at least 4 weeks with reliable tracking.
• Numbers every week. You send a written one-page report every Friday and have a weekly 1:1 with the CEO and COO. Updates lead with numbers, then the decisions needed.
• Clear decision rights. Within the approved budget, you make and log optimization changes yourself: keywords, bids, ad copy, targeting and landing-page tests. Budget increases, new channels, vendors, tools, hires, brand changes and legal claims need the CEO’s approval.
• A regulated industry. Attorneys review ads, legal content and scripts before they go live. That means no guaranteed outcomes, disclaimers on testimonials and case results, and paid consultations always labeled as paid.
• Bandwidth. This is your priority, and outside work needs written approval. You need at least 4 to 6 hours of daily overlap with US Pacific Time. We use ActivTrak for time and productivity tracking for all remote staff.
• A 3-month probation. There are check-ins at Day 30 and Day 60 and a formal review at Day 90, measured against the goals above.

What We Offer

• Competitive compensation and performance-based bonuses
• Fully remote with a flexible, results-driven work environment
• Opportunity to build, lead, and grow a high-performing marketing team
• Direct collaboration with firm leadership on business and marketing strategy
• Career growth with a fast-growing U.S. immigration law firm

Working Hours

• Full-time role
• Overlapping 4 hours with U.S. business hours (PST/PDT) is required

Application Process

Please submit:

• Resume/CV highlighting marketing experience, leadership experience, and technical skill set
• Portfolio or examples of marketing campaigns, strategic plans, websites, or content initiatives
• A description of one campaign you ran: the starting numbers, what you changed, the result, the budget and the timeframe. We review applications that include numbers first (150 words or less).

Due to the high volume of applications we receive, contacting our offices by phone regarding this position is strictly prohibited. Any phone inquiries about application status will result in automatic disqualification from the hiring process. Our hiring team carefully reviews every submission and will contact qualified candidates directly.