IMS Legal Strategies
Role: Marketing Operations Lead
Goals:
Optimize campaign performance, improve lead management, and align marketing and sales operations for stronger revenue impact.
Present key insights to stakeholders and leverage data to refine strategies for maximum impact.
Manage the workflow of the digital marketing specialist, digital consultants, and vendors.
Results:
Boosted campaign ROI by 30% through data-driven targeting
Enhanced lead quality by implementing lead scoring and enrichment processes, resulting in a 20% increase in MQL to SQL conversion supporting $35 million in annual revenue.
Implemented cross-platform analytics through Looker Studio, improving visibility, reporting accuracy, and strategic alignment across all service lines.
WEBSITE MANAGEMENT & LEAD GENERATION
Website management responsibilities include overseeing ongoing content and design updates to support SEO and GEO optimization, improve page performance, and align site messaging with broader marketing initiatives. Updates are informed by traffic and engagement data, with a focus on optimizing high-impact pages, improving content clarity, and ensuring landing pages are aligned with search intent.
The website also plays a central role in paid marketing performance. Landing pages and are continuously refined to support Google Ads and LinkedIn Ads campaigns, ensuring ad traffic is directed to relevant, conversion-focused experiences.
Conversion optimization is a core focus, with enhancements such as above-the-fold CTA placement, strategic pop-up forms, and landing page refinements designed to reduce friction and increase lead capture from both organic and paid traffic. These efforts contributed to a 50% increase in form submissions, improved engagement on paid traffic landing pages, and stronger overall campaign performance.
EMAIL MARKETING CAMPAIGNS
Leveraged Mailchimp, Dynamics 365, and Salesloft to design and execute email campaigns tailored to a legal audience.
Worked closely with marketing and sales to build scalable email templates and multi-step journeys that supported lead nurturing, event promotion, and ongoing client engagement for attorneys. Emails were designed with a strong emphasis on clarity, credibility, and brand consistency, while journeys were structured to deliver timely, relevant messaging based on user behavior and engagement signals, which boasted a 30-50% average open rate and 3-6% click-through-rate.
This work balanced visual design, technical execution, and lifecycle strategy, ensuring emails not only reflected the IMS brand, but also aligned with the longer consideration cycles and trust-driven decision-making common in the legal industry.
PERFORMANCE TRACKING STRATEGIES
The monthly analytics report has been modernized using Google Looker Studio, replacing an older Word Document that required hours of manual data input.
Google Looker Studio allows the marketing team to centralize, visualize, and share marketing performance data across channels, creating a single source of truth for stakeholders. Dashboards aggregate data from Google Ads, LinkedIn Ads, CallRail, and website analytics, allowing teams to quickly assess campaign performance, lead quality, and traffic trends in one place.
This approach improved visibility into paid media and inbound performance, reduced ad hoc reporting requests, and supported more informed, data-driven decision-making.
