Digital Marketing Executive

About the Role

Our firm is looking for a driven, digitally-savvy Digital Marketing Executive to lead and grow our digital presence — including our visibility across traditional search and AI-powered search platforms. This role will be central to raising the firm's profile, generating quality leads, and supporting partners and practice groups in reaching clients through modern digital channels, while maintaining the professionalism and compliance standards expected of a law firm.

Key Responsibilities

Strategy & Planning

• Develop and execute the firm's digital marketing strategy, aligned with overall business development goals
• Identify opportunities to grow visibility of the firm's high stakes disputes practice
• Track industry trends, competitor activity, and shifts in how clients discover and evaluate law firms (including via AI tools)

Website & Search Visibility (SEO + GEO)

• Manage and update the firm's website content, ensuring accuracy, professionalism, and search optimisation
• Optimise content not just for traditional SEO but for Generative Engine Optimization (GEO) — structuring content so it is accurate, well-sourced, and citable by AI platforms like ChatGPT, Gemini, and Perplexity
• Monitor website analytics (Google Analytics, Search Console) and, where possible, track the firm's visibility/citations within AI-generated answers
• Work with web developers/agencies on technical SEO, UX, and site improvements

Content Marketing

• Plan and produce content such as legal updates, articles, case studies, and thought-leadership pieces (in collaboration with lawyers)and easily referenced by both readers and AI search tools
• Coordinate content calendars across EDM/newsletters and LinkedIn and the firm's website
• Ensure content complies with the Legal Profession (Professional Conduct) Rules on advertising and publicity

Social Media & Digital Channels

• Manage the firm's LinkedIn (and other relevant platforms) presence — posting, scheduling, and community engagement
• Produce or coordinate short-form video and behind-the-scenes/human-interest content to build authentic engagement, alongside traditional thought-leadership posts
• Grow followership and engagement among target audiences
• Explore paid social and search advertising where appropriate and compliant

Email Marketing, CRM & Marketing Automation

• Manage EDM campaigns (legal updates, newsletters, event invites)
• Maintain and segment the firm's contact/CRM database; build automated workflows for lead nurturing and follow-up
• Track open rates, click-through rates, and engagement metrics

Paid Digital & SEM

• Plan, execute, and optimise Google Ads / LinkedIn Ads campaigns within budget
• Monitor ROI and adjust campaigns for cost-effective lead generation

Data & AI-Enabled Marketing

• Use AI-assisted tools to support content drafting, campaign analysis, and workflow efficiency (with human review and quality control at every stage)
• Apply basic data analysis to identify trends, personalise outreach, and report on what's driving results
• Support faster lead response/intake coordination with BD, since response speed increasingly affects conversion

Events & PR Support

• Support digital promotion of firm events, seminars, and webinars
• Assist with digital aspects of PR initiatives, award submissions, and directory rankings (e.g. Chambers, Legal 500)

Reporting & Analytics

• Prepare regular performance reports (traffic, leads, engagement, campaign ROI, and AI-search visibility where trackable) for management
• Use data insights to continuously refine digital marketing tactics

Compliance

• Ensure all digital marketing materials, including AI-assisted content, comply with the Law Society of Singapore's advertising and solicitation rules
• Liaise with partners/compliance officer on sign-off for marketing content where required

Requirements

• Diploma/Degree in Marketing, Communications, Business, or related field
• 2–5 years of digital marketing experience; experience in a law firm, professional services, or B2B environment preferred
• Proficiency in SEO/SEM, Google Analytics, Google Ads, LinkedIn Ads, and email marketing platforms
• Working familiarity with Generative Engine Optimization (GEO) concepts and how AI search tools surface/cite content — or strong willingness to upskill quickly in this area
• Comfortable using AI tools (e.g. for drafting, research, campaign analysis) with sound judgment on quality control and compliance
• Basic data literacy — able to interpret analytics and translate numbers into action, not just report them
• Strong copywriting and content creation skills; ability to translate legal topics into clear, engaging content (written and short-form video)
• Familiarity with CMS platforms (e.g. WordPress) and basic design/video tools (Canva, CapCut, Adobe Creative Suite a plus)
• Understanding of (or willingness to learn) the Legal Profession (Professional Conduct) Rules relating to advertising
• Detail-oriented, organised, and able to manage multiple stakeholders (partners, lawyers, external vendors)
• Excellent written and spoken English; additional languages a plus

What We Offer

• Opportunity to shape and lead digital transformation — including AI-search readiness — within a growing law firm
• Collaborative environment working directly with partners and lawyers
• Competitive salary and benefits, commensurate with experience