The Scope

When I stepped into this role, the firm needed more than execution support. It needed clarity.

The challenge was to modernize how complex legal services were positioned, activated, and measured—while operating inside strict regulatory, reputational, and stakeholder constraints. There was no existing framework to follow, and success depended on building trust with senior partners while delivering measurable results.

My Commitment

I delivered responsive, strategic marketing and business development support by leveraging industry insights, best practices, and innovative technology solutions. As a revenue enabler, I proactively identified and created opportunities for new business, elevated the profiles of HSE attorneys, and strengthened the firm’s market reputation.

My commitment to excellence, collaboration, and agility ensured effective partnership with attorneys to drive growth and generate meaningful opportunities. 

Selected Initiatives & Systems

• Go-to-Market & Positioning Frameworks

  I partnered closely with practice leaders to translate nuanced legal capabilities into clear, repeatable value propositions aligned to distinct buyer needs and decision cycles.

  • Developed positioning and messaging frameworks used across more than 40 practice areas

  • Built GTM roadmaps to support new service launches and cross-practice adoption

  • Enabled leadership with clear narratives to support business development conversations

    Impact:
    An integrated GTM roadmap increased inbound inquiries by 20% year-over-year and improved lead-to-meeting conversion by 22%.

• Lifecycle & Campaign Systems

  Rather than running one-off campaigns, I designed lifecycle programs that mapped content and outreach to audience intent, stage, and engagement behavior.

  • Built segmented lifecycle campaigns across email, events, and web

  • Activated long-form thought leadership through coordinated distribution and follow-up

  • Optimized messaging through testing and iteration across buyer personas

    Impact:
    Produced and optimized 400+ targeted campaigns, achieving a 43% open rate and 14% CTR across diverse institutional audiences.

• Webinars & Events as Growth Engines

  I launched and scaled recurring webinar series designed to educate, build trust, and drive engagement rather than serve as standalone events.

  • Owned end-to-end execution from concept through post-event analysis

  • Designed registration flows, nurture sequences, and post-event lifecycle programs

  • Partnered with attorneys to shape content aligned to buyer questions and pain points

    Impact:
    Launched two new recurring webinar series with average attendance rates of 70%, significantly outperforming industry benchmarks.

• Analytics, Measurement & Executive Reporting

  To support better decision-making, I built reporting systems that translated marketing activity into actionable insights for leadership.

  • Implemented GA4 tracking and internal IP filtering

  • Built dashboards surfacing engagement trends, content performance, and conversion behavior

  • Delivered regular executive-ready reports to guide prioritization and iteration

    Impact:
    Shifted marketing conversations from output to outcomes, enabling clearer investment decisions and campaign optimization.

• Modernizing Content & Channels

  I introduced new content formats and channels to improve engagement while maintaining brand credibility in a conservative environment.

  • Launched video and motion graphics for social and web

  • Built reusable design templates to improve speed and consistency

  • Established content workflows to support ongoing thought leadership

    Impact:
    Introduced video content that increased social engagement by over 2,000% year-over-year.