Marketing Director, Professional Services

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cogency globalNew York (NY)

Marketing Managers Marketing Consulting Services

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Manager

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About the role

Own the global marketing strategy for Cogency’s Professional Services segment, growing revenue by winning new law firm clients and expanding relationships with existing ones. The role sets the strategy, priorities, positioning, and target audiences for the law firm market worldwide and delivers it with and through Cogency’s regional marketing leaders, who own regional plans, localization, and in-market execution. This role sits at the center of Cogency’s go-to-market strategy for law firms, alongside Professional Services Sales, Product, and Operations. It serves as the global marketing leader for the segment, owning the strategy and plan and accountable for their commercial impact across new client acquisition and existing-client expansion. The role sets the strategic direction that regional marketing leaders adapt for their markets and mobilizes Marketing centers of excellence to deliver integrated programs that build preference, generate pipeline, and grow revenue.

Key responsibilities:

Develop and maintain the global Professional Services marketing strategy, grounded in client, industry, regulatory, and competitive insight and aligned with enterprise growth priorities and Sales, Product, and Operations plans.
Own market priorities, ideal client profiles, personas, and buying centers across law firms, from practice group partners and paralegals to firm operations and procurement.
Identify the highest-value growth opportunities by firm type, practice area, geography, and service line, and prioritize across net-new acquisition, expansion, and cross-sell.
Define differentiated positioning, messaging, and value propositions for law firms, consistent with the approved global brand strategy.
Build the narrative for how Cogency supports law firms across the client lifecycle, from onboarding to cross-sell, spanning registered agent, entity management, transaction support, and process agent services.
Own the global Professional Services marketing plan, budget recommendations, and performance targets, and agree with regional marketing leaders how each regional plan delivers against them.
Work with and through regional marketing leaders, equipping them with the strategy, briefs, playbooks, and campaign platforms they need to adapt programs for local market, cultural, regulatory, and channel conditions.
Lead integrated programs for new client acquisition and existing-client expansion, working through Marketing centers of excellence for brand, content, campaigns, events, and marketing technology.
Create clear briefs that define the objective, audience, message, offer, channels, required assets, Sales motion, and measurement approach.
Shape the legal-market event, sponsorship, and association portfolio, identifying speaking, content, and networking opportunities that advance segment priorities.
Serve as the primary Marketing partner to Professional Services Sales and commercial leaders, including global key account teams.
Align Sales, Product, Operations, Legal, and Marketing teams around segment growth priorities.
Equip Sales teams with messaging, content, competitive guidance, and account-based programs for priority firms.
Partner with Product and Operations to ensure messaging, proof points, and campaign promises reflect current service capabilities and the intended client experience.
Coordinate with other client segment marketing leaders on shared clients, cross-sell opportunities, and consistent messaging.
Track awareness, engagement, pipeline progression, adoption, expansion, and revenue contribution, and lead regular business reviews with Marketing, Sales, and Operations.
Use client research, Sales feedback, CRM and campaign data, and market developments to refine priorities and investment.
Represent the Professional Services segment in enterprise Marketing planning and advocate for investment based on opportunity, strategic relevance, and evidence.
Leadership expectations
Own the strategy and lead through influence across regional marketing leaders, Marketing centers of excellence, Sales, Product, and Operations.
Make clear choices about priority firms, practices, and markets rather than spreading resources evenly across every possible opportunity.
Move comfortably between executive-level market strategy and practical execution decisions.
Bring client and market evidence into decisions and challenge assumptions constructively.
Create clear briefs and decision frameworks so regional and specialist teams understand both what is needed and why.
Balance long-term market development with near-term commercial priorities while protecting a consistent Cogency brand.

Qualifications:

10+ years of progressive B2B marketing experience, including senior roles owning segment, industry, or go-to-market strategy.
Deep experience marketing to law firms or the legal industry, such as through legal services, legal technology, or professional services providers.
Track record of growing revenue through both new client acquisition and expansion of existing accounts.
Experience building ideal client profiles, personas, value propositions, and integrated marketing plans that deliver measurable pipeline.
Demonstrated success partnering with senior Sales leaders, including account-based marketing for large, complex accounts.
Proven ability to lead a global strategy through regional marketing teams, specialist teams, agencies, and functions without relying solely on direct authority.
Ability to interpret CRM, campaign, account, and attribution data and turn analysis into clear priorities and investment decisions.
Strong executive communication, facilitation, and presentation skills.
Bachelor’s degree in marketing, business, or a related field, or equivalent relevant experience.
Preferred experience
Knowledge of corporate compliance, entity management, registered agent, transaction support, or process agent services.
Experience marketing across multiple regions, including EMEA, APAC, or LATAM.Experience working through organizational transformation, acquisition integration, or evolving go-to-market models.
Familiarity with legal industry associations and with legal operations and paralegal audiences.
Practical use of AI and marketing automation to improve targeting, personalization, and productivity.
Measures of success
Professional Services has a prioritized global marketing strategy and plan tied to specific firm segments, practices, accounts, and commercial opportunities.
Each regional marketing plan reflects the global Professional Services strategy, priorities, and positioning.
Marketing contributes measurable qualified pipeline, new law firm clients, and expansion revenue.
Sales and key account leaders see Marketing as a trusted growth partner, with shared priorities and clear account-based programs.
Reporting connects awareness, engagement, and pipeline progression to adoption, expansion, and revenue contribution.

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