Becoming a fractional CMO for a fast growth full service law firm
For the last three years, I have been working with a full-service law firm, similar to the structure of Keystone law. I was brought on by their managing partner to help with their marketing. Although great at business the firm was struggling with its branding, website and how to use its marketing channels correctly. And more importantly, they didn’t have anyone looking after their marketing from both a client and recruitment perspective.
I was brought on to help write a structured marketing plan for the firm and have been working as their Marketing Director on a retainer basis for three years until they recruited an in-house resource full-time.
Back to Basics Marketing Planning
Working with this firm has been no mean feat! From the 10 partners when I started to over 120 when I left there has been much to do! I had to start with building the basics of their marketing. My first point of call was to look at creating a robust marketing plan looking at all the communication channels that were available to the firm. We started by looking at the website and creating a user journey that was easy to navigate for clients. We also developed a new marketing recruitment portal which was imperative to the growth of the firm. Once we have this up and running we then looked at what next.
My Fractional Marketing Director Role
In my Marketing Director role, I was responsible for creating a social media strategy, email marketing strategy as well as an SEO strategy for the firm. As the firm grew I also worked with the international offices to make sure that we had a consistent approach to our marketing across the different territories. I was also keen to make sure that partners felt supported so put in place a marketing playbook so they understood what was available to them on joining the firm as well as creating a menu of suppliers that they could use to support them when growing their practice.
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
As part of the team, I was also involved in working with the recruitment director to help promote the firm as a great place to work. I also worked with the ESG director to showcase the firm’s initiatives as well as support the practice areas and partners with their marketing and business development plans. It was a busy time and setting up a marketing resource from scratch was highly rewarding.
If you would like to see how I can help you then please take a look at some of my services below:
