Shay Levy
Bridging Creativity, Technology & Data to Build Meaningful Growth
Markman Tomashin & Co – Law Firm
Overview
Markman Tomashin & Co. is a leading Israeli law firm specializing in personal injury, National Insurance claims, medical malpractice, and civil litigation.
As Digital Marketing & Project Manager, I was responsible for building and optimizing the firm’s digital acquisition ecosystem, combining performance marketing, content strategy, marketing automation, SEO, and technology solutions to generate high-value legal opportunities.
The Challenge
The firm set an ambitious goal: generating 40 qualified legal cases per year in a highly competitive market.
The challenge was reaching a very specific audience — individuals potentially eligible for over 90% disability recognition through Israel’s National Insurance Institute — while avoiding broad, inefficient advertising and focusing marketing efforts on high-potential prospects.
Additional challenges included improving lead tracking, connecting marketing activity to business outcomes, and creating a scalable system that would allow the sales team to manage and convert opportunities more effectively.
My Responsibilities
Targeted Digital Strategy
Developed a precise audience acquisition strategy focused on reaching relevant prospects through behavioral targeting, content consumption patterns, and data-driven audience segmentation.
Content & Video Marketing
Created targeted content campaigns, including relevant articles and video campaigns designed to educate potential clients and build trust.
Implemented advanced remarketing strategies by identifying users who demonstrated high engagement, including viewers who watched over 90% of video content, and retargeting them with relevant messaging.
Performance Marketing
Managed and optimized digital campaigns across multiple platforms, focusing on improving lead quality, increasing conversion rates, and generating high-value legal opportunities.
Marketing Automation & Lead Attribution
Designed and implemented marketing automation processes that enabled sales representatives to identify the exact source of each incoming lead.
This improved lead management, increased transparency between marketing and sales, enabled better performance measurement, and contributed to a significant increase in scheduled consultations.
SEO & Content Strategy
Managed SEO activities and developed content strategies designed to improve organic visibility, attract relevant audiences, and generate long-term acquisition channels.
Digital Platform Development
Led the establishment of a separate digital portal for the company, creating an additional business asset and a new potential revenue stream.
Technical Management
Handled website-related technical challenges, including server-side issues, troubleshooting, and coordination with development teams to ensure stable digital operations.
Project & Vendor Management
Managed external suppliers, developers, and marketing partners while coordinating activities across multiple disciplines to deliver business objectives.
Results
- Generated 120 qualified legal cases within 4 months, exceeding the annual target of 40 cases.
- Created opportunities valued between ₪100,000–₪1,000,000 per case.
- Built a scalable lead generation system based on data, automation, and audience intelligence.
- Improved lead tracking and attribution through marketing automation implementation.
- Increased sales efficiency by enabling representatives to understand lead sources and customer journeys.
- Created an additional digital asset through the development of a dedicated portal.
- Improved marketing efficiency by focusing resources on high-intent audiences.