Name: Kerstin Isaacs
Company: Cohen Seglias Pallas Greenhall & Furman PC
Title: Marketing Director
Email: KIsaacs@cohenseglias.com
- How did you get into legal marketing?
I was working as a television reporter and producer in New York and was considering a career switch to PR when an opportunity came around to do PR for Kenyon & Kenyon LLP. The cutting edge intellectual property work the firm focuses on intrigued me and I decided to make the leap. My responsibilities quickly expanded to cover all areas of marketing and I became the Marketing Director. Two years ago, I moved to Pennsylvania and I am now enjoying working with a great marketing team at Cohen Seglias Pallas Greenhall & Furman PC in Philadelphia.
- Describe one of your best experiences in legal marketing?
It is always gratifying when you are able to connect with attorneys and really grasp the essence of their practice, and then translate that knowledge into interesting stories and opportunities to grow business. I have been fortunate enough to work with great people over the years and the feeling of accomplishment when you are successful is the same whether you are marketing a large practice group or coaching one attorney.
- What is one of your greatest challenges when it comes to legal marketing?
The greatest challenge is to get past the day-to-day requests and proactively move long-term projects forward. As a legal marketer you are constantly pulled in as many directions as you have attorneys and every day is filled with deadlines. Knowing how to prioritize is key.
- Do you have any words of wisdom to those who are new to the field?
It is important to be responsive to requests but you need to communicate realistic goals and deadlines up front. Also, be a team player, two marketers working together will always achieve better results than each would individually. Lastly, don't take nitpicking from attorneys personally. They are trained to find errors and argue their point. Instead turn this feedback into something positive and look at it as an opportunity to improve the final product.
- What is one thing that most people don’t know about you?
Most people don’t know that while I was a television reporter in New York, I covered 9/11. Also, I am Swedish, born and bred, and I lived a part of my life in France.