About Us
The Attorneys For Freedom Law Firm (AFF) actively seeks to inspire and improve the lives of its clients, employees, and the general community. We are activists who value and intentionally promote the principles of a free society. We are the only law firm in the nation that exclusively handles self-defense cases. To learn more about our law firm, visit: www.AttorneysForFreedom.com. To learn more about our national self-defense program, Attorneys On Retainer (AOR), visit: www.AttorneysOnRetainer.us
About the Role
The Head of Marketing will be the strategic leader driving the company’s digital-first marketing strategy, with a strong emphasis on YouTube and video-driven brand growth. This role will own the company’s brand presence across multiple platforms, leading campaigns that drive awareness, engagement, and conversion. The Head of Marketing will lead a multidisciplinary team specializing in content, performance marketing, SEO, PPC, and analytics, ensuring the brand maintains a strong, consistent voice while achieving measurable growth.
This role is perfect for a builder and strong communicator—a strategic leader who thrives in fast-paced environments and is not afraid to roll up their sleeves. You’ll shape our growth roadmap, own the marketing funnel, and turn metrics into momentum.
Key Responsibilities
· Develop and Execute Marketing Strategy: Lead the creation and implementation of comprehensive marketing plans to promote Attorneys On Retainer (AOR) and Attorneys For Freedom (AFF), including digital campaigns, content marketing, email marketing, SEO, PPC, and social media initiatives. Align strategies with business goals to drive brand awareness, membership growth, and member retention.
· YouTube Channel Optimization and Performance Management:
· Oversee the strategy, production, and distribution of content on the AOR YouTube channel (@AttorneysOnRetainer), focusing on educational videos, case discussions, attorney insights, and self-defense tips.
· Analyze channel performance metrics (e.g., views, watch time, subscriber growth, engagement rates, and conversion to leads/members) using tools like YouTube Analytics, Google Analytics, and SEO platforms.
· Implement data-driven optimizations to improve SEO for videos, thumbnail designs, titles, descriptions, and tags to boost organic search rankings and algorithmic recommendations.
· Drive audience growth initiatives, such as collaborations with influencers in the firearms, self-defense, and legal communities, live streams, and community engagement features.
· Set and achieve KPIs for YouTube performance, including targeting a 20-30% year-over-year increase in subscribers and views, while integrating channel efforts with lead generation funnels to convert viewers into AOR members.
· Manage content calendars, video production budgets, and partnerships to ensure high-quality, compliant content that resonates with our target audience of gun owners, concealed carry holders, and self-defense enthusiasts.
· Lead Generation and Conversion: Design and optimize multi-channel campaigns to acquire new members, with a focus on leveraging YouTube, in-person events, and virtual events like
webinars, live streams, and virtual workshops through strategic calls-to-action, optimized landing pages, and retargeting efforts.
· Channel Management: Achieve 20-30% year-over year membership growth by expanding presence across targeted marketing channels including: podcasts, webinars, sponsorships, affiliate program, tradeshows/events, print, radio/tv, direct mail.
· Brand Management and Positioning: Enhance AOR's brand as a leader in self-defense legal protection through thought leadership, PR, events, and partnerships. Ensure messaging resonates across all touchpoints, especially in video content while ensuring all marketing materials comply with legal and ethical standards.
· AOR and AFF Websites: Optimize AttorneysOnRetainer.us and AttorneysForFreedom.com for SEO. Target to increase traffic by 25%; 15% membership growth; 12% conversion from organic searches.
· Team & Culture: Build, mentor, and lead a high-performing marketing team, including copywriters, digital specialists, analysts, video/production, public relations, and event planners. Foster a collaborative environment and a culture of creativity, growth, accountability, and measurable outcomes. This team will need to work cross-functionally to ensure the needs of all stakeholders are satisfied.
· Analytics and Reporting: Monitor overall marketing ROI, using data to refine strategies and report performance to executive leadership. Integrate YouTube insights with broader metrics like CAC, LTV, and ROAS to inform decision-making.
· Market Research and Innovation: Stay ahead of industry trends in legal services, self-defense protection, digital marketing, and AI, identifying opportunities to scale and expand AOR's presence on emerging platforms while prioritizing YouTube as a core channel.
Qualifications
· Education: Bachelor's degree in Marketing, Business, Communications, or a related field; MBA or advanced degree preferred.
· Experience:
· 10+ years in marketing leadership roles, with at least 5 years in a senior position (VP or Director level).
· Proven track record in digital marketing, with specific expertise in managing and scaling YouTube channels for B2C or service-based brands.
· Experience in the legal, self-defense, or related industries is highly desirable; familiarity with Second Amendment advocacy or firearms communities is a plus.
· Skills:
· Deep knowledge of YouTube best practices, including algorithm optimization, content SEO, and audience analytics.
· Proficiency in marketing and CRM tools such as Google Analytics, Salesforce, etc.
· Strong analytical skills with experience in performance metrics (e.g., ROAS, CAC, LTV) and A/B testing.
· Excellent leadership, communication, and project management abilities.
· Ability to thrive in a fast-paced, entrepreneurial environment with a passion for innovation and results.
· Other Requirements: Willingness to travel for events or collaborations; must pass a background check due to the sensitive nature of legal services.
Salary and Benefits
· $150,000-$200,000 plus competitive benefits package.
Job Type: Full-time
Pay: $150,000.00 - $200,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Health insurance
- Life insurance
- Paid time off
- Vision insurance
Work Location: Hybrid remote in Chandler, AZ 85248
