Job Information
White & Case LLP Director, Integrated Marketing in New York, New York
Firm Summary
White & Case is an elite global law firm serving leading companies, financial institutions and governments worldwide. Our long history as an international firm means we are perfectly placed to help our clients resolve their most complex legal challenges wherever they may be.
With lawyers operating from more than 40 locations, working in virtually every country of the world, we have invested heavily in building a high-quality full-service practice competing at the top of the market. We are distinguished by our on-the-ground presence in the world's key financial markets and our strengths in handling complex cross-border work.
It's not just about our global network of offices; it's the global interconnectedness of the Firm that our people, and our clients, value most. We work well together across geographic and practice boundaries. It's one of the reasons we attract and retain cross-border work. And why we attract a diverse group of people.
Our lawyers are globally minded, enterprising, collaborative and committed to excellence. Diversity is a core value of our Firm and it has been recognized with numerous awards and top rankings around the world. Our people represent 90 nationalities and speak 80 languages.
Position Summary
The Director of Integrated Marketing is a new senior role responsible for defining, building and enhancing the global White & Case brand through all paid and owned channels, with an eye to modernization, innovation, and impact. This senior-level role supports the Firm's strategic objectives by developing and executing distinctive and comprehensive integrated marketing strategies for the master brand, priority practice areas and global industry groups and partner, lawyer and business services recruiting efforts. Using both existing channels and pioneering new ones, the Director will drive brand awareness, favorability, client acquisition and retention through targeted marketing campaigns and paid media initiatives across all our priority audiences.
Day to day, the Director will oversee the Firm's brand strategy and integrated marketing efforts, including narrative and positioning work; advertising campaigns; social media, and website experience and content delivery, ensuring a cohesive and impactful digital presence coordinated across channels. Leading a dedicated team focused on brand management, marketing campaigns, recruitment marketing and digital marketing (in collaboration with agency partners), the Director will work closely with Firm leadership to ensure seamless alignment between brand initiatives and the overall business strategy. The individual will collaborate closely with the Firm leadership, marketing and communications colleagues, and a team of Business Development Directors to ensure seamless alignment between brand initiatives, practice business development initiatives, and the overall business strategy.
This role demands a visionary leader and brand-first thinker with a proven track record in integrated marketing, digital and social channel management, exceptional strategic acumen, and the ability to foster strong cross-functional relationships.
Duties and Accountabilities1
Campaign Oversight & Client Acquisition Support
- Develop and execute integrated marketing campaigns aimed at driving measurable outcomes, including client acquisition and retention and increases in brand health metrics
- Collaborate with Business Development Directors to tailor campaigns that address specific client needs and market opportunities
- Analyze campaign performance metrics and adjust strategies to maximize ROI and effectiveness
- Manage the marketing budget, ensuring cost-effective use of resources
- Utilize paid media strategies, including digital advertising and sponsored content, to enhance campaign reach and impact
- Identify best-in-class and coordinate with external agency partners to ensure cohesive and high-quality campaign execution
Brand Strategy & Management
- Refine the brand's positioning and external narrative, in support of the Firm's reputation and strategic objectives
- Lead the execution of this strategy, developing innovative initiatives and campaigns to project the brand narrative externally with impact and pace
- Define the brand's voice, creating a distinctive tone that enhances our communication, and develop consistent messaging that supports the brand promise
- Refine strategy around sponsorships and strategic partnerships, structuring deals that accrue to brand value, client development, and firm strategy
- Initiate and execute brand perception research projects, and lead efforts to measure ongoing brand health, in partnership with the data and analytics team
- Work with key practice and industry business development groups to understand their position in the market, overseeing reputation research and the development of differentiating value propositions and messaging
- Partner with our Creative Services team to maintain and uphold brand guidelines, processes, and standards to ensure consistency across touchpoints
Digital Marketing
- Develop and implement digital marketing strategies, including SEO, SEM, social media, and email marketing
- Manage the Firm's social channels with an eye to engagement, relevance, audience growth, and differentiated creative
- Ensure social media strategies are aligned with brand objectives and effectively engage the target audience
- Oversee the strategy, content delivery and optimization of the Firm's website in coordination with the Creative Services team to ensure a user-friendly and impactful online presence
- Monitor digital marketing performance metrics and adjust strategies to improve engagement and conversion rates
- Stay updated on digital marketing trends and technologies; maintain and deploy the right automation and generative AI tools, to ensure the Firm remains at the forefront of digital innovation in its marketing efforts
Talent/Recruitment Marketing
- Lead the development of global and local recruitment marketing programs for key markets focused on entry-level lawyers (students and recent graduates), lateral hires (associates and partners) and business services professionals
- Oversee and further develop the firm's global and local careers presence online, including digital and social media channels, applicant tracking systems and end-to-end candidate experience
- In collaboration with the Content Strategy Team, manage the development of recruitment content marketing, including video production and editorial to elevate the employer brand externally
Team Management
- Lead the Integrated Marketing team and ensure close collaboration and coordination with colleagues across the other communications disciplines as well as Creative Services, Marketing Technology, Business Development and other key stakeholders throughout the Firm
- Work with the Global Head of Communications to develop an engaged, high-performing team and cultivate the career development of all team members
- Manage resources and allocate tasks effectively to ensure timely and high-quality project delivery
Qualifications
- Bachelor's degree or equivalent
- Advanced (MA, JD, MBA) a plus
- At least 15 years' experience in the marketing field, either client-side or agency-side
- Significant experience developing brand and marketing communications strategies, and integrated marketing campaigns within relevant complex industries or categories
- Proven track record of delivering successful marketing initiatives across diverse global markets.
- Broad understanding of the professional services space; direct experience legal industry not required. Inclusive and culturally sensitive
Preferred Qualifications
- Proven ability to develop marketing communications plans and strategies to support specific, actionable business objectives
- Fluency in the social media, digital, CRM and e-marketing space and understanding of new and emerging trends in marketing and media
- Confident, credible and proactive approach, able to act as an adviser to multiple constituencies and internal clients including colleagues, partners and senior leadership
- High emotional intelligence and proven ability to understand and navigate a matrixed and complex professional services partnership
- Strategic thinker who excels at coming up with original ideas; proven ability to generate the support needed to execute them with stakeholders who may be unfamiliar or resistant to marketing techniques and their value
- Proactive and energetic leader who thrives in a fast-paced environment; sees marketing as a change agent function in an organization; and has the communications skills to impart a vision
- Supervisory/management experience and strong teambuilding skills; a champion for growing and retaining talent
- Strong organizational skills and ability to handle multiple tasks and meet deadlines
- Experience managing project and department budgets
- Meticulous attention to detail
- Bachelor's degree or equivalent
Location and Reporting
- This role is base in our New York office, with potential for international travel.
- This role reports to the Chief Marketing Officer.
Equal Opportunities
Benefits at White and Case
White & Case LLP offers a comprehensive suite of benefit programs to all eligible employees, including medical, dental, and vision insurance, life and disability coverage, 401(k) retirement savings, vacation time, and leave programs (including parental leave). Exempt roles are also performance bonus eligible.
The Firm may modify and amend this job description at any time at its sole discretion. Nothing herein creates a contract of employment or otherwise modifies the at-will nature of employment.
1The above is a general description of the essential duties associated with this position and does not represent an exhaustive or comprehensive list of all duties.
White & Case is an Equal Employment Opportunity (EEO) employer and is committed to creating a diverse and inclusive workplace. It is our Firm’s policy to recruit, employ, train, compensate and promote without regard to race, color, religion, creed, national origin, age, gender, sexual orientation, marital status, military or veteran status, disability, genetic information, or any other category protected by applicable law.
Applicants who are interested in applying for a position and require an accommodation during the process should contact talent.acquisition@whitecase.com.
Minimum Salary: 400000.00 Maximum Salary: 400000.00 Salary Unit: Yearly