Walker Advertising is hiring for VP Marketing. Familiarity with Hispanic market and direct response marketing experience highly desired.

1. POSITION: Vice President of Marketing
REPORTS TO: CEO
SUPERVISES: Marketing Manager
Business Intelligence Analyst
LOCATION: San Pedro, CA
COMPANY: Walker Advertising, Inc.
Founded in 1984, Walker Advertising is a leading provider of tort (primarily, personal
injury and worker compensation) lead generation services for law firms. The firm
aggregates the marketing spend (through a subscription based model) of law firms to
reach its targeted segment of both Hispanic and English speaking consumers seeking
legal representation. The firm markets to these consumers under two brands – Los
Defensores and 1-800 The Law. Media buying, research, creative as well as lead
qualification (through a 24/7 bilingual call center) is all managed in-house.
At present, Walker Advertising is geographically concentrated in California, with heavy penetration in the Southern
California area. In September 2015, private equity firm Clear Light Partners made a major investment in Walker
Advertising. The investment will fuel expansion plans to enter new geographic regions with high concentration of
Hispanics of Mexican origin.
POSITION DESCRIPTION:
The Vice President of Marketing will be responsible for direction of the company’s marketing function; steadily
increasing top line revenue for the company and putting in place programs to drive growth through market penetration,
product development and market expansion to expand the company’s leadership position. The candidate will work
closely with all members of the management team.
COMPENSATION:
 Base salary commensurate with experience and performance
 Bonus tied to company performance
 Healthcare: Medical and Dental
 401k
 Long Tern Profit Interests: depending on candidate
JOB RESPONSIBILITIES:
 Works closely with the CEO and other executives to develop long-range plans and growth objectives
 Establishes marketing goals and objectives based on overall corporate goals and objectives; creates detailed marketing
budgets and metrics
 Develops and employs a statistical approach to assess and prioritize new market entry
 Defines and delivers an annual marketing plan to evolve the Company’s brands as the category leader and fill the
sales (client) pipeline — including partnership/alliance/referral marketing, lead generation, advertising, public
relations, trade events, company website, interactive marketing, SEO, SEM, internal marketing, and sales support —
ensuring consistent and effective brand messaging across all channels and oversight of all executional elements.
 Works closely with VP of Media providing creative briefs for expansion markets
 Leads design and manages execution of qualitative and quantitative primary research studies to answer business
questions, provide insights and influence decisions
 Researches competitive landscape in expansion markets as well as continuously monitors the company’s core CA
market to stay current on the advertising and positioning of competing brands; plays central role in developing
points of difference for Company brands
 Identifies threats and opportunities and adapts strategy to changing market conditions
 Leads development, testing and evaluation of new panel / product offerings
 Continuously evaluates pricing environment and refines pricing methods as needed to maximize revenue and profit
potential

2.  Defines marketing performance measurement and establish tracking and testing procedures to continually improve
marketing effectiveness — spanning across the funnel for both the consumer and client markets— including
development of dashboards
 Regularly evaluates resource allocation to major elements of the marketing mix
TRAVEL: Limited, estimated at 15 - 20% (may periodically require up to 30% travel to support initial geographic
expansion)
Candidate Parameters
EDUCATION:
 Bachelor degree in business or marketing; MBA preferred
 Spanish-speaking bilingual skills are a plus
EXPERIENCE:
 Minimum of ten years strategic and tactical marketing experience, both in B2C and B2B environments, to include
strategic marketing plan development for achieving growth through market penetration, product development, and
market development
 Minimum of five years of leadership experience
 Experience in marketing to professional services firms required. Prior Legal market experience, specifically plaintiffs'
attorneys and litigation firms, preferred.
GENERAL SKILLS/BACKGROUND:
 Broad business acumen with strong financial, strategic and ROI orientation
 A solid strategic thinker, with demonstrated capability to lay out a road map for a company to follow toward the
highest points of growth, differentiation and profitability
 Ability to generate followership from the strength of his or her ideas, yet have the humility and wisdom to adjust
such plans as outside circumstances and/or creative input from other team members indicate.
 Exceptional analytical skills and ability to distill data from multiple resources (qualitative and quantitative)
 Detail-oriented with ability to plan and oversee multiple projects
 Strong prioritization skills and ability to quickly re-prioritize in a dynamic environment
FUNCTIONAL SKILLS REQUIRED:
 Proven track record of success in generating material growth through effective marketing planning and
implementation
 Ability to translate insights into actionable marketing
 Adept at designing and executing marketing campaigns for both B2B and B2C audiences using range of channels and
media
 Adept at lead generation marketing with demonstrated ability to effectively develop a sales pipeline
 Experience in creative brief development; strong judge of creative work based on creativity, strategic alignment and
impact
PERSONAL CHARACTERISTICS:
 High level of integrity and passion
 A leader that can champion an agile culture for insight-based hypothesis generation, testing ideas quickly, and
accessing learnings to lead to actionable marketing
 Self-assured “doer” capable of operating interdependently with little or no supervision while nonetheless keeping
others informed and seeking approvals where appropriate
 A roll-up-the-sleeves mentality and a willingness to “pitch in” and do whatever is necessary to successfully grow the
business
 An inspirational and creative individual whose enthusiasm for his or her work is highly infectious
 A collaborative and inclusive coach who builds teams and bridges; ability to solicit input from others and formulate
insightful and logical conclusions that are not tainted with preconceived opinions

3. COMMUNICATION:
 Excellent communication skills (both orally and in writing); one who is straightforward, articulate, tactful and open in
communicating with others
 Passionately communicates with facts to facilitate consensus or “buy-in”; effectively marshal the reasoning behind
recommendations made