What does a legal marketing manager do?

A legal marketing manager develops and executes the marketing strategy for a law firm. This includes managing the firm's website and SEO, running digital ad campaigns, creating content, managing social media, and tracking performance to generate new client inquiries.

What is the average salary for a legal marketing job?

Salaries vary by location, experience, and firm size. An entry-level Marketing Coordinator might earn $50,000-$65,000. An experienced Marketing Manager at a mid-size firm can expect $75,000-$110,000, while a Marketing Director at a large firm can earn upwards of $150,000.

What skills are most important for a career in legal marketing?

Key skills include a strong understanding of digital marketing (especially SEO and PPC), excellent writing and communication skills, discretion, and the ability to analyze data to measure ROI. Knowledge of legal ethics and compliance rules for advertising is also crucial.

Legal Marketing Careers & Jobs

A career in legal marketing is both challenging and rewarding. It requires a deep understanding of marketing principles combined with a respect for the ethical and professional standards of the legal world. As law firms become more competitive, the demand for skilled marketers who can navigate this landscape is growing rapidly. This guide provides an overview of what a career in legal marketing entails.

Common Job Titles and Roles

Legal Marketing Coordinator: An entry-level role focused on supporting the marketing team with tasks like social media scheduling, website updates, and event coordination.
Digital Marketing Specialist: A role focused on the digital side, managing SEO, PPC campaigns, email marketing, and analytics for the firm.
Legal Marketing Manager: A mid-level role responsible for developing and managing the firm's overall marketing strategy, budget, and team.
Business Development Manager: This role often overlaps with marketing and focuses on building referral relationships and managing the client intake process.
Chief Marketing Officer (CMO): A senior leadership role at a large firm, responsible for the entire marketing and business development function.

Salary Expectations for Legal Marketing Jobs

Salaries in legal marketing are competitive and depend on location, firm size, and experience. According to recent industry surveys and job board data for 2025:

Marketing Coordinator/Assistant: $50,000 - $70,000
Marketing Manager: $75,000 - $120,000
Marketing Director/CMO: $130,000 - $250,000+

Roles at large, international law firms ("BigLaw") typically command higher salaries than those at small or mid-sized firms. Experience in the legal industry is highly valued and can lead to significantly higher compensation.

Essential Skills for a Legal Marketing Career

To excel in this field, professionals need a blend of marketing acumen and an understanding of the legal profession.

Digital Proficiency: Expertise in SEO, content marketing, social media, and paid advertising is non-negotiable.
Professional Communication: The ability to write and communicate with a professional, trustworthy, and clear tone is paramount.
Ethical Judgment: A deep understanding of the rules of professional conduct regarding attorney advertising and client solicitation.
Analytical Mindset: The ability to track marketing KPIs and demonstrate a clear return on investment to the firm's partners.

For those looking to transition into this field, gaining certifications in digital marketing and familiarizing yourself with legal industry publications can be a great start.

Legal Marketing Careers