1. How did you start working in/with the legal marketing industry?
Several of my family members work in the legal field, and through those connections, I began having exploratory conversations with legal marketers while I was still in college. After graduating, I worked in marketing in the financial services industry in New York City for two years before moving to Los Angeles. I saw legal marketing as the perfect opportunity to learn a new and challenging industry, while expanding upon my background in professional services marketing and communications.
2. How do you describe your job to people outside of the legal industry?
I usually start by saying I handle the marketing and business development initiatives for the Southern California offices of an international law firm. If someone probes further, I explain how I help our attorneys build new and strengthen existing client relationships through several avenues, such as producing targeted pitches and RFP responses for new business opportunities, planning external events, CLEs, and webinars to raise our firm’s profile, writing and editing content for our firm’s website, and helping our attorneys develop their personal brands.
3. What’s the best part of your work and why?
Hands down, the best part of my work is being challenged and learning something new every day. The projects we handle are intellectually stimulating and always push me to think in new and expanded ways. Also, I enjoy interacting with our attorneys daily and knowing that I contribute to the success of our practice groups, client teams, and individual attorneys is hugely rewarding.
4. How do you deal with “impossible” situations?
I think the first – and perhaps most important – step is deciding that the situation is not truly “impossible.” Asking good questions to clearly understand the attorneys’ desired results and timeframe and managing those expectations from the onset is key. Then, I focus on breaking the project down into more manageable stages and addressing one set of deliverables at a time. Finally, I’ve found the power of creative brainstorming and collaboration with my team to be an invaluable resource when tackling those seemingly “impossible” situations.
5. If you were to build the “perfect” legal marketer, what skill(s) would they most need?
Perhaps the most important characteristic is versatility. As legal marketers, we are faced with myriad projects involving different practices, industries, and clients as well as attorneys with varying personalities and communication styles on a daily basis. Other key characteristics that come to mind are tenacious, diplomatic, resourceful, confident, detail-oriented – and having a good sense of humor!
6. What advice would you offer to someone new to the industry?
First and foremost, join LMA! In our industry, I have found it is invaluable to have a mentor who can act as a sounding board and provide insightful feedback and strategic direction. LMA offers a great avenue toward building such relationships. Also, view your firm’s attorneys as your clients and make earning their trust a top priority. Be timely, thorough, and thoughtful in your communications, and remember that follow-up is key to driving action and success.
7. If you could have any job other than what you currently do, what would that be? I would be an oncologist. My mother is a cancer survivor, and I would love to make the same incredible difference in people’s lives as her team of physicians did in ours.
8. What are your passions outside of work?
My husband and I are new Angelenos, originally from Texas, and love exploring all that California has to offer. We have had some great adventures this year – camping in Joshua Tree, winery tours in Santa Barbara, music festivals in Indio – and are looking forward to visiting San Francisco and Napa in the coming months. Any recommendations are welcome!
9. What’s your favorite guilty pleasure?
I unwind after a long day by watching HGTV – particularly any show that involves home renovation! Those are my favorites.
10. Why did you join LMA, and is it the same reason you are still a member?
I joined LMA at the encouragement of my former supervisor, who insisted it would be the best thing I could do for my career as a new legal marketer. His advice, per usual, was spot-on. I have found LMA to be a uniquely supportive and tight-knit community, where I learn a tremendous amount from my peers. The monthly programs are also an invaluable resource and help me stay up to speed on the latest developments and ideas in our industry. The reasons why I originally joined remain the reasons why I am a member today – and plan to be years into the future!