Lead Generation Manager

About:

Our in‑house marketing team powers nationwide client acquisition for a growing law firm. As Lead Generation Manager, your #1 focus is launching, scaling, and optimizing lead generation campaigns that generate high‑quality leads for our legal teams. You’ll turn business goals into channel‑ready plans, keep budgets on pace, and run disciplined experiments that cut cost-per-lead (CPL) and raise signed‑case volume. 

Purpose:

We are seeking a Lead Generation Manager to own and scale performance marketing and intake funnels. This person will be responsible for driving qualified accident leads at efficient cost targets while maintaining volume, quality, and conversion standards.  This is full-time, remote position with an annual salary of $90,000 to $110,000, depending on experience; plus the role is eligible for a year-end discretionary performance bonus and benefits.

This is not a vendor-management role. This is a hands-on performance marketing role responsible for: 

• Customer Acquisition Cost (CAC) efficiency 

• Lead quality 

• Funnel optimization 

• Attribution clarity 

• Revenue alignment 

You will sit at the intersection of paid media, affiliate partnerships, call centers, integrations, and intake operations. 
 
Core Responsibilities:

Lead Volume & Cost Efficiency

• Own monthly and quarterly lead targets across

• Maintain and improve CAC and CPL benchmarks 

• Forecast performance by channel and DMA 

• Shift budget dynamically based on ROI performance

Channel Management

• Oversee performance across: 
  • Affiliate & lead aggregators
  • Warm transfer providers
  • Constantly test new providers and implement “winners” across the network
  • Hold partners accountable to quality and margin expectations

Funnel & Conversion Optimization

• Improve lead-to-retainer conversion rates 

• Audit intake processes for friction points 

• Align marketing messaging with intake scripting 

• Implement call tracking and routing improvements

Data & Attribution

• Maintain clean attribution logic

• Leverage Litify, CallRail, GA4, performance dashboards, and Sigma/BI tools 

• Identify over- or under-stated channels 

• Create weekly performance reporting tied to signed clients, not just leads 

• Understand drop off rates, case values by provider and DMA 

Quality Control

• Monitor lead quality across sources 

• Identify fraud, duplication, and non-qualified patterns 

• Work with operations to refine targeting criteria 

• Ensure compliance with legal advertising standards 

KPIs for Success: 

• Cost per retained case 

• Lead-to-retainer conversion rate 

• Lead volume growth 

• Return on Ad Spend (ROAS) per lead 

• Drop off rates 

• Case values 

Ideal Candidate Profile: 

You are: 

• Extremely data-driven 

• Comfortable with multi-million-dollar budgets 

• Obsessed with performance metrics 

• Decisive under pressure 

• Strong with spreadsheets and dashboards 

• Experienced in high-volume lead gen environments (legal, insurance, finance, home services, etc.) 

You understand: 

• How to scale without destroying efficiency 

• How to diagnose funnel leaks quickly 

• How to balance volume vs. quality 

• That revenue > leads 

Required Experience: 

• 3-5+ years in performance marketing or lead generation 

• Experience managing $1M+ annual digital budgets 

• Strong knowledge of affiliate ecosystems 

• Advanced Excel or BI reporting skills 

• CRM familiarity (legal CRM experience preferred) 

Preferred Experience: 

• Personal injury or mass tort marketing 

• Experience working with call centers or intake teams
• Marketplace lead models 

• Experience managing aggregator relationships