As a child, what did you want to be when you grew up?
A journalist. I was always interested in media and how public opinion is formed and influenced.
Where has your career path taken you?
I started my career in international sales of film and TV in Los Angeles. After I completed my MBA, I focused on marketing and communications, and relocated to Toronto. I was the head of PR at UPS Canada, then Director of Communications at Fasken Martineau. Later I joined Ketchum, one of the top global PR firms, where I was fortunate to work with fantastic clients such as the Government of Russia, FedEx and Borden Ladner Gervais LLP, Canada’s largest law firm, and my current employer.
What, if anything (or anyone) inspired you to get started in the legal arena?
My friends in legal marketing and those working at advertising agencies servicing law firms were telling me stories about their work life and challenges. I was fascinated by the fast-paced environment, by the lawyers and marketers, all of them so intelligent and ambitious. I wanted to be a part of their world.
What is the primary responsibility of your current role?
Business development for approximately 200 lawyers, representing 16 focus groups. I’m responsible for all aspects of business development, from strategy and planning to client loyalty and communications.
What do you love about your work?
I am absolutely enamoured of my team and I’m lucky to work with outstanding professionals, both the lawyers and the marketing staff. The workload is often unpredictable – I never know what awaits me - and that’s part of the fun.
What inspires you?
On a daily basis I get inspired by the lawyers I work with, specifically by their dedication to the clients, to providing the best possible service and counsel. The culture of service is contagious and I find it very inspiring.
What is your biggest challenge at work?
The lack of time.
What advice would you offer others entering the field?
Network, meet your peers, spend time interviewing with your potential employer and be sure you want to work in this field. It’s very rewarding, but it’s also immensely challenging.
When did you join LMA and how has it helped your career?
I joined in 2007 and I met many colleagues. The sharing of best practices amongst the legal marketers is invaluable.
What do you enjoy doing when you’re not working? What are you passionate about outside of your work?
My friends would certainly say I obsess over food; I have concluded that life is too short to eat mediocre food. So the search for good food, especially travelling across Europe or the Middle East, is one of my passions.
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)?
Mastercard: “for everything else there’s Mastercard” and HSBC for their “Something old, something new” campaigns stand out. I also admire Obama’s 2008 Presidential campaign and I receive weekly email blasts from his re-election campaign. It’s an impressive integration of social media, traditional media and grassroots.