Name: Anita Lee
Position: Owner and Marketing Specialist at Catch Communications; Chair, LMASW Virtual Local Group
Family: Proud plant mom. No kids or pets.
Hometown: Calgary, Alberta, Canada
Education: Bachelor of Commerce – University of Calgary
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?
I had always been passionate about business and specifically marketing since childhood. My interest in law began while learning about the fundamentals of business law in a college course. Before this course, I had no direct exposure to the legal industry. I had considered studying law immediately after my undergrad, then decided I would spend some time in the workforce first. My journey led me to take on a marketing and business development role at Borden Ladner Gervais (BLG), a leading full-service law firm in Canada. In December 2018, I started a boutique marketing agency specializing in helping law, accounting, and financial services firms.
What I love most about my profession is seeing the impact of our work on a firm’s ability to attract, engage, and retain its clients. I’m passionate about working on projects where I have the privilege to be involved in the initial brainstorming, research, strategy and planning stages. It excites me to work with my team on execution to bring projects to life!
Why did you decide to join LMA and how long have you been involved?
I joined the LMA in 2018 when I was working in-house at BLG. I was interested in the educational resources and professional development opportunities provided by LMA. I’m always looking for ways to make my work more efficient and effective, so I was enthusiastic about the opportunity to connect with others who might be facing similar challenges in their work.
Tell us a little bit about why you wanted to join the LMASW Virtual Group and why you ultimately decided to volunteer as Chair?
I wanted to get more involved with the LMA, so when the opportunity to apply as Chair of the LMASW Virtual Group arose, I felt honored to be considered for the leadership role. It’s been an enriching experience partnering with the Co-Chair to spearhead the start up of the group. I’m thrilled to support our members by providing valuable programming that helps them hone their professional development skills.
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?
I think that the COVID-19 pandemic has brought the world closer together. Before the pandemic, I mainly worked with businesses in my local area and within western Canada. Once the world went into lockdown, I saw new opportunities to expand my practice into the US, so my role has gone almost entirely remote since then. I do look forward to more travel to the US in the future to meet with colleagues and clients in person.
The long-lasting impacts I anticipate for the legal marketing and business development profession include a greater appreciation and acceptance for virtual relationship building. I believe the hybrid work model, that combines a mixture of in-office and remote work will become normalized going 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’ll admit that I’m a bit of a night owl who comes from a family tree of many other owls. I typically wake up at 9:00 am unless I have early morning commitments to attend to. I listen to audiobooks, podcasts, or upbeat music as I get ready. My ideal morning routine includes making my favorite homemade pour-over coffee, checking my calendar for the day, writing out my goals and my success list for the day. My success list is essentially a to-do list organized by high to low priority tasks. I usually pack my lunch, pick out my clothing, and get everything else packed up at night to save time in the mornings. I then set out for the fifteen-minute walk to the office. I prefer to start my work day between 10:00 – 10:30am and work later into the evenings.
What are your best productivity hacks?
I appreciate the concept of focusing your attention and energy on the one thing that yields the most reward. Gary Keller, the author of The ONE Thing, repeats a question throughout his book that I have found helpful when caught up in moments when I feel like I have a million things to do. He asks, “What’s the one thing I can do, such that by doing it, everything else is easier or unnecessary?” I have this question written on a sticky note on my computer monitor as a reminder to focus on the most essential things because success on our goals is built sequentially, one thing at a time.
What’s a leadership skill you’ve learned the hard way?
I have been working on giving better feedback to my clients and teammates. I believe in providing feedback that strikes a balance between being clear yet empathetic at the same time. Through Toastmasters, I have received feedback on my ability to give effective feedback, and I have learned that it’s important to focus on the behavior rather than the person. Being specific and providing examples allows the receiver of feedback to understand exactly what they can improve upon.
What are some of your hobbies or favorite things to do in your free time?
My favorite hobbies involve anything that gets me moving! I love Latin dancing, yoga, boxing, working out at the gym, hiking, or just going for a walk at a park in my neighborhood. I enjoy reading, mostly nonfiction, at home because I am curious to understand people and the world better. When I want to tune out, I take pleasure in meditating to relax my mind and body. More recently, you can also find me getting lost in the world of Tik Tok.
Tell us about some of your volunteer efforts in the community and why you support those causes/organizations.
I’m a member of Toastmasters, a non-profit educational organization for developing communications, public speaking, and leadership skills. I currently volunteer as the VP of Public Relations for the Sproule Toastmasters Club. Since the pandemic, we’ve become an entirely virtual group. With public speaking fears being so common, I believe it is vital to have a safe and supportive environment to practice and receive feedback, which is why I choose to support this organization.
Making Changes is another organization that I support. They help women and teen girls going through life transitions. I love their Walk-In Closet service that provides 90-minute style consultations for women facing financial barriers. Women pair up with Style Consultant volunteers who help select gently used clothing and accessories. Style Consultants also provide information on business culture, etiquette, appropriate dress and assist with setting women up with other resources, such as their employment and life skills program. It’s rewarding to be a part of an organization that allows women to feel accepted and inspired to take steps forward in their journeys.
What’s one of the smartest purchases you’ve ever made? What’s one of the dumbest?
Smartest – a robot vacuum. It’s such a time saver! I love running it while I’m working on other things.
Dumbest – a thirty-piece kit of accessories for my wearable camera before taking off on a Europe and Asia trip. I think I ended up only using two of the accessories, the selfie stick and chest harness.
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?
I’m grateful to have had many leaders and mentors that have inspired me. One mentor who stands out, in particular, is a talented public relations professional who operates a successful public relations firm. We met a few months after I started my company, and I’m thankful to have learned from her abundance of experience as a business owner and professional communicator. I learned from her how to develop a robust follow-up plan that maximizes results when engaging in outreach communications. Her approach to business has helped shape my outlook as I’ve witnessed how she carries herself as a business leader who is truly generous, full of integrity and respect for others.
What is something you are absolutely determined to do in life?
There’s a lot that I am determined to do in this life. I value a combination of having a healthy body and mind, a successful career, and supportive relationships with family and friends.
When it comes to my career, one of my dreams growing up was to run a business. I feel lucky to have made this dream a reality, and my next goal is to expand further across the United States and Canada. I enjoy the personal satisfaction that comes from accomplishing challenging goals, and I feel a sense of reward when I see the impact of my work making a difference in the lives of others. A deep sense of gratitude sweeps over me from the opportunity to provide employment opportunities for others, and I aspire to create more jobs. As I continue to be interested in law, I also desire to go back to school in the future.