Meet Nikki Stevens, Marketing & Business Development Manager, Foley Hoag
Nikki Stevens is a self-proclaimed nerd who loves pitches and proposals and constantly calculates ROI and cost-benefit analyses of marketing efforts in her head. And that's just in her spare time.
She is currently the sole marketer in Foley Hoag's DC office and part of a 10-person Boston-based marketing team working with 225 attorneys. She has been in legal marketing for six years and attended her first LMA Conference this year in Orlando.
Nikki spent five years in marketing and syndicated research at The Corporate Executive Board before exploring legal marketing. She had learned about the field from a litigator friend and was intrigued by the concept. One of Nikki's first job interviews was with LMA Capital Chapter member Kimberly Bell who was then at Kirkland & Ellis. Kimberly let Nikki know that she was not a perfect fit for the available position, but offered to send out her resume to other LMA members. "I was completely blown away by her kindness. It made me feel confident about what I was doing and was a great introduction to the LMA network."
Eventually Nikki landed at K&L Gates, followed by a stint at Littler Mendelson. She's been at Foley Hoag since August 2010. It didn't take her long to recognize the value of partnerships and communication between legal marketers and attorneys. Nikki is a firm believer that when attorneys find success in a marketing effort, they build their confidence and skill set-sometimes growing to enjoy the process. "I absolutely love legal marketing. I am a salesperson and entrepreneur at heart and appreciate that each day is different. It's really gratifying to help my attorneys recognize the value and return on their marketing efforts."
Nikki is tackling a variety of projects in her role at Foley Hoag. In addition to her beloved pitches and proposals, she plans unique events highlighting the firm's achievements and is participating in the creation of new collateral material and in updating the firm website. The firm has begun to make use of social media-an effort spearheaded by Boston-based Director of Marketing & Business Development Jasmine Trillos-Decarie. Foley Hoag currently has a few attorney blogs and is even tweeting alerts, events and new blog posts. Nikki often finds herself in the role of translator in explaining the benefits of social media to her attorneys. "I've seen first-hand how beneficial effective social media can be. We have had terrific leads come in and new matters as well but even so, explaining to partners why we should 'tweet' can be difficult."
Trillos-Decarie encouraged Nikki to attend the LMA conference this year. The conference served as a great vehicle to reconnect with friends and hear the lessons learned from other firms. "I was fascinated by the different levels of marketing maturity at each firm. And I loved the idea of firms actually employing sales people. I was inspired by the sessions and got a lot of ideas on process improvement. It was an excellent idea exchange opportunity."
Nikki was particularly struck by a comment made during a session featuring managing partners from different-sized firms and with very different ideas of marketing. One of the panelists stated that it was the marketing department's responsibility to solve any client problem. "My first reaction was 'That's unfair!' But then I realized that that's often what happens inside a firm in practice so structuring management that way is actually brilliant," she mused. "Maybe marketing should actively own more of the client-facing touches."
Nikki returned to DC with a renewed sense of vigor and even more enthusiasm for her job. Each day presents opportunities for critical thinking, problem-solving, and of course, creativity. She is reaping the benefits of a rewarding and fulfilling career in legal marketing, bolstered by the support of her team and the extensive LMA network. "LMA has a tremendous community of people. It's a fun and supportive group."
Profile written by Kristin Keen, director of marketing & business development at construction law firm Watt, Tieder, Hoffar & Fitzgerald, LLP