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Firm: Arnold & Smith, PLLC
Location: Remote / Fractional Executive Engagement
Engagement Type: Independent Contractor (Fractional Executive)
Estimated Commitment: 10-30 hours per month, depending on project phase and strategic initiatives

About Arnold & Smith

Arnold & Smith, PLLC is a litigation-focused law firm serving clients throughout North and South Carolina. With offices in Charlotte, Ballantyne, Mooresville, and Monroe, our attorneys represent clients in family law, criminal defense, personal injury, workers' compensation, and civil litigation matters.

Our firm has invested heavily in operational infrastructure, intake systems, reporting capabilities, and case management workflows. We are now evaluating larger-scale growth opportunities and significant marketing investments designed to increase market share and accelerate expansion across multiple practice areas.

We are seeking an experienced Fractional Chief Marketing Officer to provide executive-level strategic oversight, guide major marketing investment decisions, and help ensure that marketing dollars are allocated efficiently and profitably.

This is not a campaign management role and it is not an agency account manager position.

We are seeking a seasoned marketing executive who has successfully managed substantial marketing budgets, evaluated major media investments, built vendor accountability systems, and helped leadership teams make informed growth decisions.

The ideal candidate will serve as an independent strategic advisor to firm leadership, bringing a rigorous and objective approach to marketing strategy, performance measurement, agency oversight, media buying evaluation, and growth planning.

You should be comfortable challenging assumptions, evaluating competing proposals, and recommending against investments when the data does not support them.

Success in this role will be measured by the quality of strategic guidance provided, the effectiveness of marketing accountability systems, and the firm's ability to make informed, data-driven growth decisions.

• Develop and refine the firm's overall marketing strategy across personal injury, family law, criminal defense, and related consumer-facing practice areas.
• Evaluate growth opportunities and recommend resource allocation across marketing channels, vendors, practice areas, and geographic markets.
• Create executive-level reporting frameworks that connect marketing activities to signed cases, revenue generation, and firm profitability.
• Serve as a strategic advisor to firm leadership regarding marketing investments, risk assessment, and growth planning.

• Provide executive oversight of external agencies, consultants, and marketing vendors.
• Review performance, scope of work, pricing structures, reporting methodologies, and contractual relationships.
• Establish accountability standards and ensure vendors are measured against business outcomes rather than vanity metrics.
• Participate in agency selection, RFP evaluation, contract negotiations, and ongoing performance reviews.

• Assist the firm in evaluating major media opportunities, including television, OTT/CTV, radio, outdoor advertising, sponsorships, and other large-scale branding initiatives.
• Assess whether proposed media investments are strategically sound, appropriately priced, and aligned with firm growth objectives.
• Review media plans, market coverage, audience targeting data, impression forecasts, attribution methods, and expected return on investment.
• Help leadership navigate large media purchases by providing experienced, objective analysis independent of media sales organizations and agencies.
• Advise on budget allocation across direct-response and brand-building initiatives.

• Evaluate the firm's marketing attribution systems and reporting infrastructure.
• Ensure that marketing decisions are based on signed cases, revenue generation, case quality, and profitability rather than lead volume alone.
• Identify weaknesses in lead source tracking, intake processes, conversion reporting, and data quality.
• Develop measurement frameworks that support ongoing optimization and executive decision-making.

• Assess internal marketing capabilities and help determine the appropriate balance between in-house resources, outside agencies, and specialized consultants.
• Assist leadership in evaluating future marketing hires, vendor relationships, and organizational structure.
• Recommend systems, processes, and reporting frameworks necessary to support continued growth.

• 10+ years of senior marketing leadership experience.
• Previous service as a Chief Marketing Officer, Fractional CMO, VP of Marketing, Head of Growth, or comparable executive marketing role.
• Demonstrated responsibility for significant annual marketing budgets, preferably exceeding seven figures.
• Experience evaluating and managing multiple marketing channels simultaneously, including digital, traditional, and broadcast media.
• Strong understanding of attribution, marketing analytics, intake conversion, customer acquisition economics, and ROI measurement.
• Proven experience managing agencies, vendors, and substantial advertising investments.
• Exceptional ability to communicate strategic recommendations to executive leadership teams.

• Experience working with law firms, professional services organizations, or other high-value direct-to-consumer businesses.
• Experience evaluating television, radio, outdoor, sponsorship, OTT/CTV, and other large-scale media purchases.
• Familiarity with legal industry marketing, intake operations, and client acquisition models.
• Experience guiding firms through periods of rapid growth and marketing expansion.
• Understanding of ethical advertising considerations applicable to professional service organizations.

Within the first several months, a successful Fractional CMO will:

• Establish a clear framework for evaluating marketing performance across all channels.
• Ensure reliable reporting from marketing spend through signed cases and revenue.
• Provide objective guidance regarding major marketing and media investments.
• Create accountability standards for agencies and external vendors.
• Help leadership make informed decisions regarding marketing budgets, channel allocation, staffing, and growth opportunities.
• Deliver strategic recommendations that improve both marketing efficiency and long-term firm growth.