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Serving as a Fractional CMO for a Rapidly Growing Full-Service Law Firm

For the past three years, I’ve had the pleasure of working with a fast-growing full-service law firm, much like the structure of Keystone Law. The firm’s managing partner brought me on board to address their marketing challenges. While they excelled in business, they were struggling with branding, their website, and effectively utilising marketing channels. Additionally, they lacked dedicated marketing oversight from both a client and recruitment perspective.

I was tasked with developing a structured marketing plan and served as their Fractional Marketing Director on a retainer basis until they were ready to hire a full-time, in-house resource.

Laying the Foundation: Marketing Planning

Working with this firm was a significant undertaking. When I started, there were 10 partners; by the time I concluded my role, the firm had grown to over 120. The first step was to establish a solid marketing foundation. I began by crafting a comprehensive marketing plan, evaluating all available communication channels. We prioritised creating an intuitive user journey on their website and developed a new recruitment portal, which was crucial for the firm’s growth. With these elements in place, we then moved on to further strategic initiatives.

My Role as Fractional Marketing Director

As the firm’s Marketing Director, I was responsible for creating and implementing strategies for social media, email marketing, and SEO. As the firm expanded internationally, I worked closely with their offices abroad to ensure a consistent marketing approach across all territories. To support the partners, I developed a marketing playbook outlining available resources and curated a list of trusted suppliers to assist in growing their practices.

Becoming Part of the Team

Helen created the firm’s marketing strategy and implemented it, which is no mean feat given our exponential expansion these last 3 years. Helen has also ensured that we think strategically about our marketing and about how to position ourselves
Simeon Spencer, Senior Partner, Spencer West

In addition to strategy and execution, I collaborated with the recruitment director to promote the firm as an attractive place to work. I also partnered with the ESG director to highlight the firm’s initiatives and supported various practice areas and partners with their marketing and business development plans. It was a busy and highly rewarding experience, setting up a robust marketing resource from the ground up.