Job Description

POSITION: Chief Marketing Officer (CMO) 

We’re hiring a Chief Marketing Officer (CMO) with a track record of building brands that dominate markets and leave competitors scrambling to keep up.

You’ll cultivate, own, and operate a multi-million-dollar omnichannel marketing strategy, with the authority and responsibility to run campaigns, manage vendors, build internal teams, and incorporate systems and platforms to increase leads and conversions. You'll be given what you need to win the market.

SALARY: $200,000 base, with uncapped performance bonuses. Total comp should exceed $300,000 for elite performers. Fully paid health, dental, 401(k) with match

LOCATION REQUIREMENT: Close collaboration with on-site teammates and local partners is essential, especially in the first 4-6 months. This includes brand leadership, creative direction, on-site hiring, meetings with external local partners, and the speedy execution of campaigns.

Once key benchmarks are met, hybrid/remote flexibility may be considered, but you must maintain an on-site marketing team and be available for regular in-person sessions.

ABOUT US: Sam Aguiar Injury Lawyers is a highly regarded personal injury law firm fully committed to becoming the most recognized and respected personal injury brand in the Louisville DMA and across Kentucky. Our main office is in Louisville; we have a boutique firm in Lexington. Our team consists of 45 employees, including 10 attorneys. We've been open for 15 years, growing to a spot in the market which tends to fluctuate between the 3rd and 6th spots. We're known for first-class client service and for giving back to the community. Our caseload is 90 %+ auto, truck, and motorcycle injury accident cases.

BACKGROUND REQUIREMENTS:

• 7+ years of professional marketing experience
• Proven ownership of a $1M+ annual marketing budget , including responsibility for allocation, performance analysis, and vendor oversight
• Demonstrated experience managing a marketing team , including hiring, coaching, and performance management
• Hands-on experience with campaign strategy, creative development, and performance tracking across digital and traditional media
• Strong proficiency with analytics, attribution modeling, and dashboard creation (e.g., GA4, CRM reporting, ad platform dashboards)
• Exceptional communication skills , especially when explaining data to non-marketers
• No conflicting obligations (e.g., freelance clients, consulting gigs, side businesses)
• On-site in Louisville during the first phase and maintain a regular in-person leadership presence

PREFERRED

• Direct experience in personal injury marketing or a highly competitive B2C professional services sector (legal, medspa, financial services, etc.)
• Familiarity with Salesforce, CallRail, Meta Ads, Google Ads, GA4, WordPress, and OTT platforms
• Traditional media buying experience
• AI-native skillset — familiarity with using tools like ChatGPT, Google AI Studio, Claude, and other GenAI platforms to ideate, create, and optimize
• Experience launching segmented campaigns for customer personas (e.g., truck accident victims, motorcycle riders, Spanish-speaking markets)
• Background in community-based marketing or brand development in a regional/mid-sized market
• Past leadership experience at a performance-driven agency or in-house marketing “mini-agency” structure
• Track record of building internal brand assets like messaging guides, content libraries, and brand playbooks

TIMELINE: We expect to complete the process in 2–6 weeks and will accommodate a flexible start date for the right candidate.

IDEAL CANDIDATE PROFILE

Strategic Operator – You build campaigns that are data-driven, tested, and tracked

Budget Owner – You’ve run and optimized 7-figure marketing budgets

Team Leader – You recruit, develop, and manage talent (internal and external)

Marketing Passion and Mindset – You’re constantly thinking about how to turn things into content and leverage them to their full extent. You are passionate about marketing to the point where you continually look at brand campaigns and find opportunities to improve your own. 

Competitive Nature – You outwork, outperform, and win. You take it personally when a competitor has a campaign outperforming yours. 

Unflappable Under Pressure – You thrive in a high-volume, high-accountability environment. It energizes you. 

Well Connected – You know who to turn to and where to go when resources are needed for freelancing, media, editing, data analysis, etc. 

AI Embracing – You’re an early adopter of AI, so use AI tools and find yourself ahead of the competition due to the efficiencies gained by having AI resources. You’re already leveraging AI for speed and insights.

Market Familiarity - You’re keenly aware of the personal injury landscape and have overseen high-performing campaigns in personal injury or similar professional services environments.

Creative + Conversion-Focused – Message meets audience, and data proves it

WHAT YOU WILL DEVELOP AND MANAGE: After a comprehensive audit of brand assets, campaigns, and spend, you’ll be expected to own the following:

• Refined, comprehensive brand kit 
• Refined and optimized budget and execution plan 
• Reporting dashboards + KPIs
• Development of internal/external creative and social team 
• Retention of trusted vendors and agency partners 
• Creation/refinement of AI leveraged tools to enhance efficiencies, repurpose content, extract data, etc. 
• Brand creative + firm messaging
• Cross-Platform organic presence
• GBP, YouTube, organic social, LinkedIn, etc.
• Search Presence
• Optimization for search everywhere (not just Google)
• AI search, YouTube, social, Reddit, etc.
• Paid campaigns modeling, creative design, buying, and monitoring:
• Traditional
• Broadcast
• Outdoor
• Radio
• Meta Ads
• Google Ads
• LSAs
• Community campaigns + sponsorships (we are big on this)
• B2B Marketing
• Lexington (minimal)
• You’ll work with an agency or fractional partner to oversee the branding development and growth of our Lexington boutique firm.
• Anything else that will help us win the market.

WHAT SUCCESS LOOKS LIKE

A Real Marketing Team Exists and Performs

• You build and lead a team of internal and external creators, designers, analysts, etc.
• External vendors are managed, evaluated, and held accountable with KPIs

You’re never the bottleneck; you’ve built a support team and know how to delegate without losing control.

Your Team Runs Like a Mini Agency 

• Fast, structured, dynamic, and focused

Growth in Quality of Signed Cases

• Quarterly lead volume and conversion increases across all primary practice areas (car, truck, motorcycle)

Cost-Efficient, ROI-Driven Campaigns

• Cost-per-signed-case (CPSC) is tracked through accurate attribution methods, reported, and reduced
• Underperforming channels and creatives are cut fast
• Winning strategies are scaled aggressively, with spend reallocated based on performance, not assumptions
  

Audience Targeting is Hyper-Refined

• Campaigns segmented, tested, analyzed, and refined
• Custom creative for each audience, rather than one-size-fits-all messaging

Example: Trucking accident cases get their own tailored funnel with aligned media buys

Dashboards (No guesswork)

• You build and maintain dashboards that show accurate, current performance across all channels
• The owner can see:
• What’s being spent
• What’s converting
• What’s working and why

Reports are recurring, visual, and actionable, not padded or vague.

Campaign Execution Is Precise and Systemized

• Campaigns launched with clear creative briefs, tracking links, attribution structure, and benchmarks.
• Every ad has a purpose, a test plan, and a review timeline.

Marketing Mindset Embedded in Culture

• You think like a brand strategist, even when no one’s asking
• No community donation, case win, or media opportunity goes unleveraged
• You take pride in the brand and showcase it positively whenever possible 
• Internal wins (employee milestones, client shout-outs, big settlements) are turned into authentic, brand-enhancing content
• You repurpose and maximize all content 
• You generate internal enthusiasm about the brand 

Learning and Innovation Never Stop

• You stay ahead on AI, competitors, ad tech, trends, and platform adjustments.
• You’re willing to test new platforms (e.g., YouTube ads, LinkedIn ads, Reddit, OTT) and run small pilots to gauge viability.
• You’re always looking for the next edge, bringing it forward without being asked.
  

We Win and It’s Obvious

• Visibility grows in the DMA
• Baseline sentiment survey conducted, and numbers improve each cycle
• Increases in leads, conversions, quality of conversions, revenue per case, referral traffic, and overall firm revenue 
• Decrease in cost per case

The community recognizes us as the preeminent PI firm that cares, delivers, and gives back

RESOURCES WE CURRENTLY USE

• Callrail 
• Salesforce 
• Canva 
• SEMrush
• Adobe Creative Cloud Suite
• Google Analytics 4
• Google Search Console 
• Wordpress 
• Google AI Studio 
• Disney Campaign Manager 
• Yoast and similar SEO management tools 
• Looker studio

• You’ve never owned a budget.
• You don’t love marketing (it’s just a job, not a passion).
• You avoid data, KPIs, or campaign reporting.
• You blame others when things break down or goals aren’t met.
• You need to be micromanaged.
• You want a passive, task-based marketing role.
• You’re unfamiliar with the personal injury landscape.
• You freeze when multiple channels are live at once.
• You get decision paralysis, causing execution to be delayed.
• You lack confidence or experience with building a team or scaling systems.
• You maintain side hustles, freelance projects, or external clients.

NEXT STEPS:

Send us your résumé and show us why you stand out. DO NOT just drop this post into an LLM for a generic cover letter—we’re pretty good at spotting it.

We’re reviewing applicants quickly, expect to hire within 2–6 weeks, and can flex the start date for the right elite performer.

IF YOU'RE READY TO DOMINATE THIS LANDSCAPE, you may email the founder directly: [email protected]

Job Tags

Similar Jobs