As a child, what did you want to be when you grew up?
I wanted to be an architect. Unfortunately I was also young and impatient and once I found out that it would take seven to eight years of university (at least in England anyway), I started to look at other options.
Where has your career path taken you?
Instead of heading off to university I took an interim job as a claims assessor, reviewing claims for vacationers who had lost their vacations when the 2nd biggest tour operator in Europe went bankrupt. It was supposed to be a three-month job, but it turned into two years! Looking for new experiences I bought a one-way ticket to Toronto to explore what Canada had to offer. After arriving and living in a hostel for a bit, I ended up sharing accommodations with students and saw that furthering my education was a necessity to make any progress in the business world. So off I went to Ryerson and graduated with a Business degree, major in marketing and minor in law. At the time, I was interested in pursuing a law career...but the tuition for that speciality was out of reach for me so instead my first marketing job out of school was in the automotive industry. Then I applied to and got my first law firm job at Cassels, Brock and Blackwell LLP in 2000. I’ve been in legal marketing ever since.
What, if anything (or anyone) inspired you to get started in the legal arena?
My studies primarily. Working in a legal marketing field was the perfect environment for me to use what I studied. Then the inspiration came from working with lawyers. They are demanding, but usually fair. I am someone who is always up for a challenge, and there are certainly many of those in legal marketing!
What is the primary responsibility of your current role?
I oversee a team of eight marketing professionals, and my overall responsibility is to develop and implement marketing and business development strategies for the Ontario region. I am working to reshape the perception of marketing from the role of a service provider to a strategic business partner.
What do you love about your work?
I love the variety. And because I’ve held just about every job there is in legal marketing (over my twelve-year career), I understand what my team members are going through in their roles and enjoy mentoring them so they can be successful.
I mentioned it earlier, and it fits here too. I love the challenge of it all. Legal marketing is still in its infancy and I enjoy the fact that there is still so much more we can do.
What inspires you?
I’m a results driven person. So when we succeed in one area, it provides inspiration and ideas for the next.
What is your biggest challenge at work?
Time (and the lack of it!). There are so many different demands on my time that it requires constant prioritization and focus.
What advice would you offer others entering the field?
You need to have thick skin, patience and perseverance. You must be able to handle rejection and learn from it.
When did you join LMA and how has it helped your career?
I think I’m one of the longest standing members of LMA in the Toronto region. I joined in 2000, as a member of the International Association and became a member of the Toronto Chapter when it was established in 2008. I have met and continue to meet wonderful people who have offered me advice and encouragement when I could not see the wood for the trees. It is great to have a support group behind me to formulate best practices and to push the envelope.
What do you enjoy doing when you’re not working? What are you passionate about outside of your work?
I am a gadget geek. My iPhone is a necessity. And my home is completely wired for entertainment. I am also a doer. I enjoy the challenge of getting something done and the satisfaction of knowing that I did it myself. For example, I work on my car myself and I recently installed a backsplash in our kitchen.
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)?
Great question, although because of my love of gadgets and my PVR I’ve not seen a television commercial in years! Seriously though, and this may not have been in the last year, but I remember being in awe of the campaign by the Australian tourism board who were looking for someone to take on “the best job in the world” as caretaker of an island. The originality of the campaign generated massive exposure for them, particularly through social media, for a relatively miniscule budget.