As a child, what did you want to be when you grew up?
My career aspirations evolved from about the age of 10 until just after I finished university and ranged from hair dresser to math teacher to city planner to respiratory therapist to advertising exec and finally to a marketing professional.
Where has your career path taken you?
My earliest career-related roles started with university co-op positions through the Commerce program at UVic (University of Victoria) and one of my first assignments was building a website for the Canadian Coast Guard back in 1996 when “the net” was all anyone talked about. I then dipped into the world of retail banking, which was fun, but ultimately not for me.
By the time I graduated from Uni I knew I had to move to Vancouver (from Victoria) if I wanted to get more experience and to grow professionally. I also knew I wanted a career in marketing, but was most interested in starting out in the sexy, fast paced world of advertising where I hoped to gain a lot of experience. Needless to say, I did in a very short period of time. In 2000, I moved in-house to help a start-up tech company get off the ground. Couldn’t have been more timely given what was going on in the tech industry in 2000! Shortly thereafter, I landed at a pharmaceutical company, which ended up being a great case study about a bumpy merger from an operations perspective.
Looking for a little stability (what little there is any time), in the fall of 2001 I entered the fast evolving world of law firm marketing. Since then, I’ve evolved myself in a variety of roles including local and national roles in national law firms, a national role in a global accounting firm and today I’m enjoying a role in a local law firm.
What, if anything (or anyone) inspired you to get started in the legal arena?
Like most outside the world of marketing professional services, I had no idea law firms did marketing – let alone did I consider such a career path. But back in 2001 when I learned about an opening at Borden Ladner Gervais LLP (Vancouver) and heard through a friend that it was a fantastic place to work, I was very intrigued. I accepted the role because I felt I’d be able to make a difference and would enjoy being surrounded by such intelligent people in a very professional organization, and my expectations were met.
This role inspired me to continue on a professional services marketing path. So too did the ability to take on roles where I was empowered and provided with the support to make a difference in the organization whilst being surrounded by fabulously smart and driven colleagues and internal clients.
I’ve now been in the industry, including accounting, for 10+ years and continue to enjoy the unique experience one finds in such an environment.
What is the primary responsibility of your current role?
As Director of Marketing and Business Development and the first ever such professional hired at Lenczner Slaght, my role covers every aspect of meeting the needs of our clients, prospects and referral sources profitably – to the extent there is time in the day. This includes marketing, business development and client listening.
What do you love about your work?
Collaborating with classy, intelligent and hard working colleagues; making a difference and adding value. I am fortunate that my current role allows me to enjoy these.
What inspires you?
Making a positive difference that I know my internal clients will value.
What is your biggest challenge at work?
Aside from time and money, lawyers’ lack of time because they are up to their eyeballs in client work and constantly in court and I often need their time to move things forward.
What advice would you offer others entering the field?
Get to know your internal clients and their clients, identify your internal clients’ needs and values, be responsive, follow up, follow through and show them that you delivered on what they value (otherwise they’ll all wonder what you do all the time).
When did you join LMA and how has it helped your career?
Probably back in 2002. It has been incredibly helpful as I’ve kept on top of trends and best practices through conferences, seminars, webinars and articles.
What do you enjoy doing when you’re not working? What are you passionate about outside of your work?
Spending time with my family is all I want to do, and with them I spend a lot of time taking photos, my other passion.
In your opinion, are there any memorable marketing/branding campaigns that have stood out in the last year or so (not necessarily legal services related)?
I can’t think of any great marketing campaigns!