Helen Cox Marketing Consultant Kent and London

Transforming Campaign Management for a Top 20 Law Firm

In an industry where precision, strategy, and expert management are critical, a top 20 law firm enlisted my expertise as a Senior Campaign Manager. This role was initially a caretaker position for a team member affected by long-term COVID-19, but it evolved into a nine-month tenure where I provided vital support and innovation until a permanent replacement was secured.

My role

As a Senior Campaign Manager working 2.5 days a week, my primary responsibility was to oversee the firmwide tier-one campaigns from ideation to reporting. Two significant campaigns were underway when I joined: a Net Zero campaign on heat networks and an ESG firm-wide campaign on ESG supply chain due diligence. Both initiatives were critical for the firm’s market positioning and client engagement strategies.

Net Zero Campaign on Heat Networks

Taking charge of the Net Zero campaign, I was responsible for launching this initiative into the marketplace. This involved:

Selecting the appropriate marketing channels.
Crafting compelling copy.
Coordinating with the key Business Development Manager and partner to ensure a smooth launch.
Ensuring timely follow-up on all engagements.

While immediate revenue was not yet in the pipeline, the campaign fostered numerous valuable conversations, including with the Department for Energy Security and Net Zero (DESNZ), highlighting the niche but impactful nature of this topic.

ESG Supply Chain Due Diligence Campaign

Similarly, the ESG supply chain report required meticulous handling. My tasks included:

Collaborating with various firm sectors.
Writing scripts for lawyers.
Reviewing and enhancing video content.
Utilising LinkedIn ads and email marketing for external promotion.
Managing internal marketing efforts for the launch.

This comprehensive approach ensured that the campaign resonated both within the firm and with external stakeholders.

Process Improvement and Strategic Planning

Beyond managing these campaigns, I played a crucial role in refining the campaign planning and reporting templates used by the team. By streamlining these documents, I ensured they were more useful for the Chief Markets Office, enhancing clarity and efficiency.

Additionally, my involvement extended to the firm’s 2024-2025 campaign planning. Collaborating with Business Development Managers, I identified tier-one campaign opportunities, mapped out potential revenue streams, and assessed sector impacts. I consulted with the Head of ESG and Net Zero to validate our approach, which was then presented to the Chief Marketing Officer (CMO). To aid decision-making, I developed a prioritisation matrix, simplifying the rationale behind our campaign choices for both the CMO and the managing partner.

Collaboration and Feedback

Throughout my time, I worked closely with the marketing communications team, BD team, and relevant partners to ensure seamless operations. The feedback from my colleagues was overwhelmingly positive:

The Head of Marketing appreciated having an experienced professional deliver essential outcomes.
The Marketing Campaigns Manager valued my sensible, considered approach and my efforts to understand and improve their processes.
Team members noted my willingness to challenge and question constructively.
My colleagues described me as creative, reliable, efficient, and capable of delivering high-quality work.
I was recognised for bringing market insights and proposing innovative campaign ideas.
My direct yet polite communication style and respect for everyone’s time were particularly appreciated.

My engagement with the top 20 law firm showcased the impact a seasoned campaign manager can have, not only in managing and executing high-stakes campaigns but also in refining processes and strategic planning. The experience underscores the value of expertise, collaboration, and strategic insight when needing short-term cover in a firm.