General Manager, Legal Client Acquisition
docdraftUnited (PA)
General Manager, Legal Client Acquisition
Posted 2 days ago
docdraftUnited (PA)
SENIORITY
Manager
About the role
General Manager, Legal Client Acquisition
Company:
DocDraftIncrease your chances of an interview by reading the following overview of this role before making an application.
Location: Remote (United States)
Employment: Full-time About DocDraftDocDraft is building a new way for people to access legal services. Today, thousands of consumers and small businesses use DocDraft to navigate legal matters, draft legal documents, and work with licensed attorneys. Along the way, we develop something uniquely valuable: a deep understanding of each client's legal needs, circumstances, and objectives. We're now leveraging that advantage to fundamentally change how law firms acquire clients. Traditional legal lead generation is expensive, opaque, and often inefficient. Attorneys spend thousands of dollars acquiring leads they know little about, only to discover that many aren't a good fit for their practice. DocDraft is building a better alternative. Through DocDraft Leads, attorneys can review detailed information about prospective clients, including their legal needs, relevant documents, location, and objectives, before deciding which opportunities to pursue. We believe we can build one of the most effective client acquisition platforms in the legal industry, delivering better outcomes for both attorneys and the clients they serve.
The Role:
We're looking for an entrepreneurial, commercially minded General Manager, Legal Client Acquisition to help build and scale this new business. This is a hybrid general management, product, and growth role. You'll work directly with our founders to shape the product, develop our go-to-market strategy, and build a business that law firms love. The ideal candidate deeply understands how solo, small, and midsize law firms acquire clients, evaluate marketing investments, and convert prospective clients into paying engagements. You understand that acquiring a personal injury client in Los Angeles is fundamentally different from acquiring an estate planning client in Ohio. You know why some attorneys spend thousands of dollars on marketing while others are skeptical of paying for leads. You understand the economics of different practice areas, the competitive dynamics across geographic markets, and what makes law firms adopt, trust, and continue paying for client acquisition services. Equally important, you understand how to sell to these firms. You know who makes purchasing decisions, what motivates them, what objections they raise, and how to demonstrate compelling ROI.We're looking for someone who combines that industry knowledge with strong commercial instincts, product intuition, and a willingness to roll up their sleeves. This isn't a traditional product management role where you'll simply manage a roadmap. Nor is it a traditional sales role. You'll be responsible for helping build an entire business. What You'll DoOwn the Growth of DocDraft Leads Develop and execute strategies to acquire, activate, and retain law firms as paying customers. Identify the most attractive practice areas, geographic markets, and law firm segments to pursue. Understand the unit economics of legal client acquisition, including lead costs, conversion rates, case values, customer acquisition costs, and lifetime value. Develop pricing, packaging, and monetization strategies that maximize value for attorneys and DocDraft. Build repeatable processes that drive revenue growth, customer retention, and increased spending from existing firms.
Shape the Product:
Work closely with our engineering and design teams to build a compelling client acquisition product for attorneys.
Translate attorney feedback and business insights into product requirements and improvements.
Develop and refine lead qualification, targeting, matching, pricing, and purchasing experiences.
Identify ways to make it easier for attorneys to evaluate opportunities and connect with prospective clients.
Prioritize features and improvements based on their impact on adoption, conversion, retention, and revenue.
Build Our Go-to-Market Engine:
- Develop and test strategies for reaching and selling to solo practitioners, small firms, and midsize law firms.
- Personally engage with prospective attorney customers, demonstrate the product, and close early accounts.
- Refine our positioning, messaging, sales processes, and pricing based on direct customer feedback.
- Experiment with outbound sales, partnerships, referrals, and other attorney acquisition channels.
- Help build and scale the sales, account management, and customer success functions as the business grows.
- Become Our Expert on Law Firm Client Acquisition
- Develop a deep understanding of how firms allocate marketing budgets across Google Ads, SEO, Local Services Ads, referrals, lead generation services, and other acquisition channels.
- Understand the differences in acquisition economics across practice areas, firm sizes, and geographies.
- Build relationships with attorneys and firm owners to better understand their business challenges, growth objectives, and purchasing decisions.
- Analyze competitors and identify opportunities for DocDraft to offer a meaningfully better product.
- Use these insights to inform our product, sales, and overall business strategy.
- Build and Operate a Scalable Business
- Take ownership of key business metrics, including revenue, attorney acquisition, activation, repeat purchasing, and retention.
- Identify and eliminate friction throughout the attorney customer journey.
- Develop processes and systems that allow the business to grow efficiently.
- Work cross-functionally with product, engineering, marketing, and operations.
- Take ownership of important problems, regardless of whether they fall under product, sales, strategy, or operations.
- What We're Looking For3–8+ years of relevant experience, ideally in legal technology, legal marketing, lead generation, or selling products and services to law firms.
- Deep understanding of law firm client acquisition, particularly the economics of generating and converting prospective clients across different practice areas and geographic markets.
- Experience selling to or working directly with solo, small, and midsize law firms, with an understanding of their purchasing behavior, marketing priorities, and business challenges.
- A track record of building or growing a product, business line, customer segment, or revenue stream.
- Strong commercial instincts, with the ability to sell, negotiate, develop relationships, and identify growth opportunities.
- Product intuition and the ability to translate customer needs into effective solutions.
- An analytical mindset and comfort using data to inform business decisions.
- An entrepreneurial approach, comfort with ambiguity, and willingness to take ownership and execute.
- Particularly Relevant Backgrounds
- We'd be especially interested in candidates who have:
- Worked at legal marketing, legal lead generation, or law firm growth companies.
- Helped build or scale products or services that law firms use to acquire new clients.
- Held roles spanning product, growth, sales, account management, or business operations at companies serving law firms.
- Managed relationships with solo practitioners or small and midsize law firms, with direct exposure to their acquisition economics and marketing ROI.Built a business, launched a new product line, or operated in an early-stage environment where they had broad responsibility.
- You don't need to have held a General Manager title before. We're far more interested in your understanding of the industry, your ability to execute, and your potential to build something meaningful.
- Why Join DocDraft?
- Build a business from the ground up. You'll have meaningful ownership over the product, go-to-market strategy, and commercial success of an important new business line.
- Start with a unique competitive advantage. Unlike traditional lead generation companies, DocDraft already has direct relationships with thousands of legal consumers and small businesses, along with detailed information about their legal needs.
- Work directly with the founders. You'll have significant autonomy, influence over company strategy, and the opportunity to shape a business with substantial growth potential.
- Tackle a massive, underserved market. Legal client acquisition is a large, fragmented, and inefficient industry. We believe there's an opportunity to fundamentally improve how firms connect with prospective clients.
- See the impact of your work. You'll have direct responsibility for driving growth, shaping the product, and helping law firms build more successful practices.
How to Apply:
Tell us about your experience working with law firms, especially in helping them acquire and convert new clients. We're particularly interested in hearing about a product, growth initiative, or business you've helped build, and what you've learned about the economics of law firm client acquisition. xhqgsiq Learn more at and /leads.
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