West Region

In Focus is a new column that features short Q&As with West Region LMA members.


Backpacking in the Eagle Cap Wilderness in Oregon in September 2020.

Kirstin Rojo
Marketing and Business Development Manager
Miller Nash LLP

How did you get started in Legal marketing?
Well, I’d have to thank a fellow LMA member, Marissa Grignon, for pulling me in to help with events while I was a temp at Reed Smith many years ago! Like many, I had not heard of legal marketing at that point. It was a pleasant surprise and great opportunity for me to apply my previous marketing experience with the legal sector. I guess it was blind luck because I was at the right firm at the right time, and I learned so much from an all-star league of international legal marketers.

What is your favorite part of your job?
Collaboration. I’m a huge fan of multigenerational attorneys coming together as a team. I have seen some amazing results from different eras of lawyering, and when it’s the right team a lot can happen. Whether it’s an RFP process, a presentation, a client service project, or mentorship to help build (or retain) client relationships, count me in! Similar to that, innovating with our marketing department is a constant source of inspiration for me. We are a very close department and I appreciate that our directors create a safe space for us to collaborate, explore ideas, and learn from one another.

What is a challenge you have been able to overcome in your career/current job/legal marketing?
To me, overcoming is a daily decision. I’m not really a fan of that word because it sometimes encourages stagnation and routine when our careers are predicated on us fine-tuning our services to our industries and clients every day. So I suppose I’ll rephrase that question with my answer and say that throughout my career, the best lesson I’ve learned is not to sit on your achievements for too long because another challenge will come along and you should be fresh and open to welcome it.

Tell us one thing people do not know about you.
I’m getting married in two months. And even if I’ve coordinated events for over 15 years, there is no amount of preparation that will make wedding planning easy.

Share something you have found to be interesting or special in the last year.
I’ve shared this before, this pandemic year has painted a more intimate and holistic portrait of me and those in my network, professional or personal. Even if we were all separated physically, we’ve had to manage both work and home life under one roof. And so now our coworkers know what our home lives look like, and vice versa, our families know what our professional lives look like.