Marketing Director, Professional Services

Own the global marketing strategy for Cogency’s Professional Services segment, growing revenue by winning new law firm clients and expanding relationships with existing ones. The role sets the strategy, priorities, positioning, and target audiences for the law firm market worldwide and delivers it with and through Cogency’s regional marketing leaders, who own regional plans, localization, and in-market execution.

This role sits at the center of Cogency’s go-to-market strategy for law firms, alongside Professional Services Sales, Product, and Operations. It serves as the global marketing leader for the segment, owning the strategy and plan and accountable for their commercial impact across new client acquisition and existing-client expansion. The role sets the strategic direction that regional marketing leaders adapt for their markets and mobilizes Marketing centers of excellence to deliver integrated programs that build preference, generate pipeline, and grow revenue.

• Develop and maintain the global Professional Services marketing strategy, grounded in client, industry, regulatory, and competitive insight and aligned with enterprise growth priorities and Sales, Product, and Operations plans.
• Own market priorities, ideal client profiles, personas, and buying centers across law firms, from practice group partners and paralegals to firm operations and procurement.
• Identify the highest-value growth opportunities by firm type, practice area, geography, and service line, and prioritize across net-new acquisition, expansion, and cross-sell.
• Define differentiated positioning, messaging, and value propositions for law firms, consistent with the approved global brand strategy.
• Build the narrative for how Cogency supports law firms across the client lifecycle, from onboarding to cross-sell, spanning registered agent, entity management, transaction support, and process agent services.
• Own the global Professional Services marketing plan, budget recommendations, and performance targets, and agree with regional marketing leaders how each regional plan delivers against them.
• Work with and through regional marketing leaders, equipping them with the strategy, briefs, playbooks, and campaign platforms they need to adapt programs for local market, cultural, regulatory, and channel conditions.
• Lead integrated programs for new client acquisition and existing-client expansion, working through Marketing centers of excellence for brand, content, campaigns, events, and marketing technology.
• Create clear briefs that define the objective, audience, message, offer, channels, required assets, Sales motion, and measurement approach.
• Shape the legal-market event, sponsorship, and association portfolio, identifying speaking, content, and networking opportunities that advance segment priorities.
• Serve as the primary Marketing partner to Professional Services Sales and commercial leaders, including global key account teams.
• Align Sales, Product, Operations, Legal, and Marketing teams around segment growth priorities.
• Equip Sales teams with messaging, content, competitive guidance, and account-based programs for priority firms.
• Partner with Product and Operations to ensure messaging, proof points, and campaign promises reflect current service capabilities and the intended client experience.
• Coordinate with other client segment marketing leaders on shared clients, cross-sell opportunities, and consistent messaging.
• Track awareness, engagement, pipeline progression, adoption, expansion, and revenue contribution, and lead regular business reviews with Marketing, Sales, and Operations.
• Use client research, Sales feedback, CRM and campaign data, and market developments to refine priorities and investment.
• Represent the…