As a child, what did you want to be when you grew up?
Ever since I was young, I’ve been a huge promoter and great seller of anything I thought others should try or buy. I even did the lemonade stand thing and loved seeing the satisfaction on customers’ faces when they tried my lemonade!
My Mom and Dad always knew that I would gravitate towards a very social type of marketing/communication leadership role. From my childhood on, my parents saw that I was a great communicator, marketer and natural leader – outgoing and great with people.
Where has your career path taken you?
While completing an English degree at Queen’s University in Kingston, Ontario, I ran into a friend of my brother’s. This was an individual I had always admired, and she told me all about her role as a Public Relations professional. Everything she said about her role was what I saw myself pursuing as a career.
I took her advice to enrol in the Public Relations Post Graduate program at Humber College. It offered a great smorgasbord of so many areas that interested me and were a great foundation to my career path. I studied everything from media relations and speech writing to fundraising.I developed strong writing skills, strategic planning abilities and critical thinking skills. I also learned the importance of building and maintaining positive relationships, teamwork, and attention to detail.
In the ten years since I graduated, I have worked in the three roles that I am most passionate about – communications/public relations, marketing and event planning – within very diverse industries. My career has taken me from the horse racing industry, to the safety certification industry and now into law firm marketing. I have really enjoyed working in niche industries, because I want to be taken seriously and I always love new opportunities and challenges.
What, if anything (or anyone) inspired you to get started in the legal arena?
I was delighted when a recruiter approached me about the opportunity to join Goldman Sloan Nash & Haber (GSNH) LLP – a new industry (to me) but also a very traditional industry currently going through considerable change and growth.
Transitioning to a legal marketing career (where I had no experience or knowledge) was easy for me, because I love pushing myself to learn how to market new industries. I thrive on the challenges within this field, and on my ability to successfully update and modernize a marketing program.
What is the primary responsibility of your current role?
As the Marketing Manager at GSNH LLP, I lead all aspects of the firm's marketing, PR/communications and events, from strategy to execution, that hold the potential to build continuous business development and growth.
My responsibilities include online and traditional marketing, branding, advertising, PR/media relations, writing and content deployment, business development, client relationship management, data analytics, industry research and market intelligence, change management sponsorships and events (internal and client facing).
What do you love about your work?
This has been the most satisfying role that I’ve ever held because it brings together so many diverse but synergistic areas – marketing, communications, business development, research, client service, sales and events – which makes the role so robust.
In other industries as a marketer, you would really only be focused on one particular role. In the law industry as a marketer, you have the opportunity to hold many roles, as I mentioned above.
I also really enjoy our team – the management, the lawyers and the professional staff. We all truly work together in an extremely collegial environment. At the end of the day, you can’t ask for anything better than that.
What inspires you?
My husband inspires me. He is an interactive web designer, developer and strategist as well as a postsecondary school instructor. He is always on a quest to push to the next level in advertising and interactive media. I love that he is constantly learning, growing and trying new creative things within those worlds and that he never settles for the easy route.
I’m also inspired by positive energy and by people who truly respect others (at all levels) and understand the importance of collaboration and true team work.
What is your biggest challenge at work?
As the firm’s only marketer, I want to accomplish everything for the firm and the lawyers simultaneously, so I try to always remember advice that I received from a fellow law firm marketer when I was starting out. She said to “focus on biting off a few things at a time,” and so that is exactly what I’m trying to do.
What advice would you offer others entering the field?
If you’re new to law firm marketing, do as much research as you can on the industry, your firm, the competitors, S.W.O.T. analysis, law firm marketing in general, law terminology, etc…and go from there. Meet with each and every one of your firm’s lawyers as soon as you arrive and get to know their areas of practice and their thoughts on the S.W.O.T. of the firm.
When did you join LMA and how has it helped your career?
I researched the possible associations to join within the law marketing industry as soon as I started in my current role, and chose LMA Toronto in 2010. My membership has helped me connect to a community of like-minded people who face the same challenges I do. We discuss best practices, share ideas and learn from each other. I’ve really enjoyed the professional relationships that I’ve built so far with various legal marketers. The educational sessions have also been excellent. I really look forward to getting even more involved with the LMA Toronto Chapter in the future.
What do you enjoy doing when you’re not working? What are you passionate about outside of your work?
At the end of the day, my conversations with my husband always revolve around what’s new and exciting in the world of marketing & advertising. These areas are actually what brought us together, because our worlds are so intertwined.
I also enjoy great photography and architecture, connecting with family and friends, traveling the world, learning about new cultures, anything French (especially conversations), snowboarding, mountain biking and the great outdoors.
Outside of work, I love community outreach. An avid supporter of World Vision, I have sponsored two children in Africa since 2007. I have also volunteered for Habitat for Humanity to help build three houses for families in need, and have supported troubled teens by leading a canoe trip for them in Muskoka.