CHELSEA ECHEVERRIA
Miami,Florida
Summary
Results-driven marketing and business operations leader with 9+ years of experience driving growth, strategy, and visibility for national law firms. Proven track record of building scalable systems, managing cross-functional teams, and delivering measurable ROI through data-driven campaigns and operational excellence. Adept at integrating marketing, business development, and process optimization to strengthen firm positioning and profitability.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Head of Marketing
THE DOWNS LAW GROUP
Miami, FL
03.2023 - Current
- Directs firmwide marketing, digital media, advertising, business development, and communication strategies across multiple U.S. markets, increasing qualified leads by 3x while reducing average cost per lead by 35%, improving marketing ROI, and case acquisition efficiency.
- Builds data-driven lead generation campaigns across platforms and SEO systems that generated thousands of qualified leads and a 175% rise in top-ranked search pages on Google and Bing.
- Manages cross-functional teams and external partners (PR, media, and digital agencies) to deliver integrated campaigns across TV, radio, social, and digital platforms.
- Elevated the firm's Google Business Profile rating from 3.2 to 4.9, increasing the review count and performance by more than 1,000%.
- Implemented consistent email marketing campaigns, achieving an average open rate of 35%.
- Oversees firm-sponsored events and community engagement initiatives, including legal industry webinars.
- Secures media coverage in major outlets such as CBS News, NBC 6, WLRN, The Guardian, and The Miami Times, raising brand awareness and public recognition.
- Spearheads and optimizes social media paid and organic campaigns, achieving 95% follower growth across TikTok, Instagram, YouTube, and Facebook.
- Leads internal marketing efforts with office activations, attorney networking events, and award recognitions, as well as monthly internal staff newsletters for better engagement and communication.
- Establishes internal marketing systems and KPIs to track ROI to align marketing performance with firm growth goals.
- Monitors competitor activities while developing proactive strategies accordingly.
- Analyzes GA4 web analytics and CMS data (Salesforce) to measure effectiveness of all marketing and promotional efforts.
Marketing Manager
SPIRITUS LAW
Miami, FL
03.2022 - 03.2023
- Directed all marketing efforts, including partnership outreach, digital design, website optimization, and shareable content for the firm's podcast, YouTube, online and in-person events, sponsorships, public relations, advertisements, and social media platforms.
- Generated monthly reports to present new strategies to board members and teams to optimize landing pages, restructure the website, suggest keywords in content, move around call-to-actions, enhance backlinks, determine the popularity of specific areas, and more.
- Created promotional campaigns that generated leads, resulting in increased sales.
- Generated content for website, blog posts, press releases and social media accounts.
- Planned and implemented digital media campaigns, supporting lead generation and brand reputation initiatives.
- Measured and monitored performance of marketing campaigns and deliverables, adjusting to deliver stated objectives and outcomes.
National Marketing Manager
WICKER SMITH, P.A.
Miami, FL
12.2019 - 03.2022
- Oversaw all national marketing, event and digital media efforts throughout 16 offices for over 260 attorneys across the United States.
- Successfully completed rebranding of firm and its new logo, including website redesign, SEO re-implementation, recognition, and performance.
- Analyzed and tracked social media and web traffic to develop campaigns and popular content.
- Responsible for monitoring and maintaining the firm's website.
- Creative development, execution, and analysis of unique advertising, press releases, articles, email marketing, social media posts, and blog posts.
- Creative development and timely distribution of curated content in external and internal firm communications including monthly newsletters for 7 practice groups.
- Processes all department invoices to ensure expenses are attributed to correct budgets, maintaining budget forecasts, and expense tracking.
- Hosting and coordination of yearly seminars and weekly webinars for attendees and attorney speakers.
- Advanced support of the firm, practice groups, including attorney business management initiatives and programs.
Part-Time Marketing Associate
A MARKET
Miami, FL
03.2019 - 10.2021
- Lead optimization of client websites to enhance client rankings on Google, and other search engines.
- Acted as a liaison and developed client web reports to show growth, trends, and click-through rates.
- Executed complex graphic design, creative strategy, and technical support, including creating multi-dimensional logos, rendering promotional items, vector file conversions, large banner displays, professional video and podcast editing, and more.
- Purchased and strategized paid media ads on Google, Facebook, YouTube, LinkedIn, and TikTok to promote client skincare products.
Marketing Coordinator
QUINTAIROS, PRIETO, WOOD & BOYER, P.A.
Miami, FL
01.2017 - 12.2019
- Oversaw all national marketing, advertising, photo sessions, events, social media, campaign strategies, promotional items, video production, and digital media efforts for over 380 attorneys in more than 23 states.
- Generated social media and website traffic analysis reports for board members and managing partners to review online efforts.
- Monitored and maintained the firm's website, with a focus on improving search engine rankings.
- Created content and messaging on multiple platforms, from social media to corporate sponsorships.
- Monitored and reported on performance metrics to track progress and ensure objectives were met.
Marketing Partnership Coordinator
USB MEMORY DIRECT INTERNATIONAL
Miami, FL
01.2016 - 01.2017
- Senior Executive Officer for marketing, focused in increasing profits, improving online visibility, and growing SEO ranking.
- Implemented and tested new product launch pages and optimized website traffic.
- Directed bi-monthly partnerships with more than 100 influencer projects for influencer marketing product placement deals with those with an established reputation for having an expert level of knowledge or social media influence in photography, art, and more.
Public Relations, Marketing and Events Intern
GNAZZO GROUP
Miami, FL
01.2016 - 12.2016
- Promoted and conducted events serving luxury brands and their priority clients with Lauren Gnazzo, including the creation of social media postings and flyers for events.
- Maintained strong client relationships with companies including Louis Vuitton, Bvlgari, Lacoste, Valentino, Loewe, Shinola, River Yacht Club, Camilla and RIK RAK Salon and Boutique.
- Complied press breaks using media kits, rate cards and Cision.com for reference.
Education
Master of Science - Digital Marketing
Full Sail University
10.2023
Bachelor of Science (B.S.) - Mass Communications
Florida International University Honors College
05.2016
Skills
- Semrush
- Ahrefs
- Salesforce/Clio/FileVine
- WordPress
- Google Analytics
- Google Search Console
- Adobe Audition
- Adobe Premiere Pro
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
- Adobe Spark
- Social Media Marketing
- Email Marketing
- Campaign Development
- Business Development
- Staff Management
- Market Analysis
- SEO Optimization
- Web Analytics
- Customer Segmentation
- Data Analytics
- KPI Tracking
- CRM Management
- Public and Media Relations
- Marketing and Advertising
- Google Tag Manager
- Meta Pixels
- Meta Business Suite
- Google, Reddit, X, TiKTok & YouTube Ads
Certification
- Google Analytics Certification
- Google Ads Management Certification
- Google Digital Marketing & E-Commerce Certification
- Adobe Certified Professional
References
References available upon request.
Timeline
Head of Marketing
THE DOWNS LAW GROUP
03.2023 - Current
Marketing Manager
SPIRITUS LAW
03.2022 - 03.2023
National Marketing Manager
WICKER SMITH, P.A.
12.2019 - 03.2022
Part-Time Marketing Associate
A MARKET
03.2019 - 10.2021
Marketing Coordinator
QUINTAIROS, PRIETO, WOOD & BOYER, P.A.
01.2017 - 12.2019
Marketing Partnership Coordinator
USB MEMORY DIRECT INTERNATIONAL
01.2016 - 01.2017
Public Relations, Marketing and Events Intern
GNAZZO GROUP
01.2016 - 12.2016
Master of Science - Digital Marketing
Full Sail University
Bachelor of Science (B.S.) - Mass Communications
Florida International University Honors College