Name: Clara Bonilla
Position: Partner, Digital Strategist, & Client Operations Director
Family: Married to my college sweetheart
Hometown: Tunja, Boyacá, Colombia
Education: MBA, University of Texas at Arlington
At what point in your life did you realize you wanted to pursue a career in the legal industry and why are you passionate about your profession?
Like most legal marketers, my journey into our beloved industry was somewhat serendipitous. After graduating with my MBA from Arlington, I was eager to explore new places and set my sights on Austin—a city I had long been curious about. My life had always been marked by frequent moves due to my father’s job, and after six years in Arlington, I felt it was time for a change.
When I started job hunting in Austin, Lloyd Gosselink, a boutique environmental law firm, offered me my first job in legal marketing. What seemed like just another job quickly turned into a passion. I found that legal marketing matched my skills and interests perfectly—it was more than a job; it was a perfect fit. This opportunity has led to a rewarding career that continues to inspire and motivate me every day.
What made you decide to join LMA and how long have you been involved?
My firm was actually the one that suggested I attend an LMA event. They thought it would be a great resource for a solo marketer like me, and they were right! I attended my first meeting as a non-member and was instantly hooked by the welcoming community and the wealth of opportunities for learning and networking. I officially became a member in October 2016 and have since been actively involved. Over the years, I've volunteered in several committees and local steering committees, each experience has greatly enhanced my knowledge and skills, further deepening my connection with my fellow LMA peers.
Tell us a little bit about why you wanted to join the LMASW Board.
My journey with LMA has been transformative, especially during my early days as a solo marketer when I was still figuring out the ropes of legal marketing. LMA not only provided me with invaluable resources but also connected me with some of my closest friends and mentors. These relationships and experiences have been instrumental in my career advancement. Joining the LMASW leadership felt like a natural step forward. It's my way of giving back to the community that has given so much to me. I'm eager to offer the same guidance and support to newcomers, helping them to navigate and succeed in this industry just as I was aided during my early days with LMA.
Have you seen any changes to your role or areas of focus since COVID-19? Are there any long-lasting impacts that you anticipate for the profession of legal marketing and business development?
COVID-19 really shook things up! My role quickly shifted to focus entirely on digital strategies. The pandemic accelerated the adoption of virtual platforms and digital tools, pushing us to innovate and adapt quickly to remain connected with clients and prospects. This period has emphasized the importance of robust online presence and versatile communication strategies, areas that have now become central to our daily operations.
Looking ahead, I believe these changes will have long-lasting impacts on the profession. The move towards digital-centric approaches is likely to continue, enhancing how we conduct marketing and business development activities. Legal marketers will need to be more agile, data-driven, and tech-savvy to succeed in this evolving landscape.
And let’s not forget the human touch—despite our digital doings, forging personal connections remains at the heart of our work. Balancing high-tech with high-touch? That’s the secret sauce I see shaping our profession as we move forward.
What time do you typically get up on a workday, and what’s your ideal morning routine to get it off to a great start?
I'm not a morning person, so I hit snooze until 7:00 AM. My day starts with a little pep talk of five things I’m grateful for to set a positive tone. Then, it’s off to an F45 session—my go-to for waking up and fighting stress.
Back home, I shower and indulge in brewing my essential cup of Colombian coffee—my liquid gold. After a quick breakfast, I’m ready to dive into work in my home office.
Working from home means you’ve got to play it smart with discipline. I dress for the job (because pajamas are too tempting) and organize my space to avoid distractions. This routine switches me from sleep mode to high focus, ready to tackle the day.
What’s something about your job that might surprise people?
Working at By Aries comes with some unexpected parallels to my time in-house at a law firm—something my fellow legal marketers will understand. Despite being in an agency setting, I still find myself chasing down lawyers, navigating endless rounds of revisions, and deciphering those nearly indecipherable handwritten notes that persist even in 2024, despite the availability of advanced tech tools that could streamline these processes.
Another aspect of my role at By Aries that carries over from my in-house experience is my natural inclination to serve as an unofficial counselor and cheerleader. Successful legal marketing thrives on teamwork and mutual support, and I’m proud to champion my colleagues’ goals, just as I did in my law firm days.
You can take the legal marketer out of the law firm, but the lessons learned remain integral to how we approach our work and serve busy lawyers.
What are your best productivity hacks?
Alright, here’s the inside scoop on how I keep my productivity levels high all workday:
- The Mighty To-Do List: My day starts with creating or revising a to-do list. It’s my roadmap, and honestly, nothing beats the satisfaction of crossing items off. It’s like a little victory dance on paper!
- 45/15 Work-Break Cycle: For tasks that need a bit more continuous focus, I use a modified version of the Pomodoro Technique. I work for 45 minutes straight and then break for 15 minutes, usually take a walk. This longer stretch allows me to dive deeper into my work but still keeps me refreshed with regular breaks.
- Clean Workspace, Clear Mind: A tidy workspace is my zen zone. It’s simple: a cluttered desk equals a cluttered mind. So, I keep things neat and organized.
- Tech to the Rescue: I use tools like ClickUp for project management and Slack for communication. Automating the mundane frees up more time for the creative stuff.
- Airplane Mode is Not Just for Flights: When I really need to concentrate, I put my phone on airplane mode. It’s amazing how quiet the world gets when you cut out the pings and rings.
What’s a leadership skill you’ve learned the hard way?
One leadership skill I’ve learned the hard way is the importance of effective delegation. Early in my role as a leader, I mistakenly believed that doing most of the work myself would ensure perfection and efficiency. However, this approach not only led to burnout but also stifled the growth and development of my team. I quickly realized that true leadership involves trusting your team with responsibilities, empowering them to make decisions, and stepping back to let them take ownership of their tasks.
This shift required me to embrace vulnerability and accept that mistakes are part of the learning process for everyone, myself included. It was challenging to let go, but doing so has not only improved my well-being but also bolstered my team’s confidence and competency. Learning to delegate effectively was a bit like learning to swim by jumping into the deep end—startling at first but absolutely refreshing once you get the hang of it. This experience taught me that effective delegation is crucial not just for successful projects, but for fostering a motivated, skilled, and self-reliant team.
What are some of your hobbies or favorite things to do in your free time?
I’m an avid reader with a particular soft spot for Colleen Hoover’s books—her stories can really tug at your heartstrings! When I’m not lost in the pages of a book, my husband and I love exploring new dining spots. We make a point to support small businesses and savor unique culinary experiences over the usual big chain fare. It’s our little adventure in every meal.
Traveling is another passion of mine. There’s something magical about immersing myself in different cultures and living like a local in a new country. I’ve set a personal goal to visit 40 countries by the age of 40. It’s quite the challenge, but with 27 countries already checked off my list, I’m eager to see where my next travels will take me. Each journey enriches my perspective and adds a new layer of excitement to my life!
What’s one of the smartest purchases you’ve ever made? What’s one of the dumbest?
One of the smartest purchases I've ever made was buying a home right before the housing market exploded during the pandemic. At the time, we didn't know what was about to happen, so it felt like a regular investment. Looking back, it was a stroke of perfect timing that turned into a significant financial boon.
As for the less wise purchase, it would have to be a high-end food processor I bought on impulse. Since I’m not much of a cooking enthusiast, I thought it would motivate me to get into it. However, it ended up being more complex to use and clean than I expected. Now, it mostly sits unused in the cupboard. It was a pricey reminder that simpler tools are more up my alley, especially when my culinary ambitions are modest.
Can you name someone who has had a great impact on you as a leader, or someone who has been a mentor to you in your life or career? How have they changed your outlook?
Jessica Aries has been a profound influence on my career and leadership style. I first met her at an LMA event in Austin, where we immediately connected. Before we became business partners at By Aries, she was the executive director of an immigration law firm and even considered hiring me. Although that particular opportunity didn’t pan out, it set the stage for what was to come. Just two years later, we joined forces at By Aries, blending our strengths and visions.
Jessica is an exceptional leader whose approach is both inspiring and instructional. She has an innate ability to foster growth and encourage bold decisions while maintaining a supportive environment. Learning from her has not only shaped my professional path but has also deeply enriched my personal development. Her mentorship has taught me the value of resilience, the importance of strategic foresight, and the power of maintaining positive, professional relationships. To this day, I continue to learn from her, and her impact on my life is immeasurable.
What is something you are absolutely determined to do in life?
There are two things I am absolutely determined to achieve in my life. First, I want to be able to fully support my parents and give back to them as a thank you for all the sacrifices they've made for me. They have been my steadfast supporters and have given so much to ensure I had every opportunity to succeed. Being able to provide for them and enhance their quality of life is a priority for me.
Secondly, I strive to make everyone around me feel better about themselves—whether they are colleagues, clients, or random people I meet in my daily life. I want to be a source of positive energy and leave a lasting impression of optimism and encouragement. It’s important to me that my interactions not only bring a smile to someone’s face but also genuinely uplift them. Making a positive impact, no matter how small, is something I endeavor to do consistently.