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Representative Work

Much of my work is protected by client confidentiality. However, mandates noted below provide a sense of my expertise and experience.

  • Market strategy and creation of a new partner business development program for a global law firm.
  • Business strategy and market strategy to position a boutique law firm in the European market.
  • Business advisory pertaining to practice, industry and leadership restructuring for a national Canadian law firm.
  • Founder repositioning as part of succession plans for a boutique regional law firm.
  • Business strategy and market positioning for a legal service provider start-up serving Canada and the United States.
  • Market positioning for a regional Canadian legal service provider start-up.
  • Market strategy and repositioning of a regional Canadian law firm to spur revenue growth and geographic reach. Initiatives include new and expanded practices, rebranding, website and social media vehicles, multi-year advertising campaigns, practice plans, business development coaching, launch of Canada’s first full-time pro bono practice to support access to justice (A2J), creation of a litigation referral network that began yielding new client work within two days, and regional expansion.
  • Creation and execution of a first-ever, multi-year Canadian national advertising campaign to build brand awareness for a Big Four professional service firm. Survey results show the firm moved one position and, in some cases, two positions ahead of its competition. The campaign continues to this day.
  • Strategy and execution of two high profile, multi-year advertising campaigns in Canada, the United States, and South America to build brand awareness for an international law firm entering North and South American markets by merging with a national Canadian law firm and a regional Canadian law firm. The result is one of the five largest global legal practices with the #1 law firm brand in Canada.
  • Guiding three law firm mergers in three years – an International and a national Canadian firm; an International and a regional Canadian firm; and, two regional Canadian firms.
  • Assisting organic expansion and growth of a Canadian intellectual property law firm by doubling the number of office locations, creating an unique industry team, and increasing market profile in the United States, Europe and Asia.
  • Develop competitive intelligence processes to focus on current key legal clients by industry classification and geographic markets resulting in cross-selling programs and new business-winning strategies.
  • Develop and implement prospective client and legal business development strategies resulting in new clients, increased revenue and higher profile in targeted industry and geographic markets.
  • Develop law firm’s and legal service provider’s unique selling propositions and brands resulting in ground-breaking campaigns and initiatives that heighten market profile.
  • Law firm rebranding using client-targeted ad campaigns, marketing collateral, and events as well as leveraging firm and practice area-supporting sponsorships, website presence, and media relations.
  • Overhaul deals databases for two prominent national law firms, and advise on steps for future database build-outs along with staffing components.
  • Provide business development and market strategy for established and fledging law firms and legal service companies.
  • Conduct business development coaching for senior lawyers and teams making a strategic career transition to new markets, services or practices.
  • Position law firms, legal service providers and individual lawyers to be one-of-one in targeted markets by capitalizing on unique points of difference, supporting key revenue-generating industries and practices, and creating deeper core market penetration.
  • Conduct numerous legal client service interviews resulting in increased client-firm/service provider loyalty and new work.
  • Interim management on the Chief Marketing Officer or National Director level during restructurings, mergers, planned/crisis leaves, and special project management and executions has been provided for five national law firms and one global law firm. One engagement was long-term, another firm has engaged me twice while yet another has engaged me on five interim management mandates.
  • Audit and restructure legal marketing and business development teams, and develop and implement new operating procedures.
  • Create, revamp and/or completely overhaul numerous law firm websites, one of which was named Best Law Firm Website in Canada and won silver in the corporate communications category at the W³ awards.
  • Develop law firm branded collateral, such as modular proposal and pitch templates, as well as presentations, communications, and seminars targeting current and prospective clients.
  • Chair and moderator of transformation, collaboration, and innovation legal education-accredited webinars.
  • Presenter for in-person and online legal conferences, education-accredited seminarspodcast, workshops, and law firm retreats.
  • Plenary and Keynote Speaker to the Canadian Bar Association of British Columbia and Law Society of Ontario on post-pandemic legal market positioning; and, websites and social media, and networking to leverage relationships.
  • An Accredited Provider of Professionalism Content (CPD) by the Law Society of Ontario and British Columbia.
  • Columnist of opinion-based marketing articles for legal publications and online magazines, including Canadian Lawyer, Lexpert, and Attorney at Work, and contributor to internationally-marketed legal eBooks.
  • Contributor of online legal marketing and business development materials produced as a first-of-its-kind resource in Canada for Lexis Practice Advisor Canada, a division of LexisNexis, a global provider of content and technology solutions.
  • Commentator on global legal markets and industry trends. Featured in The Globe and Mail, Lexpert, Canadian Lawyer, Law Times, LexisNexis, CBA National Magazine, Law.com, Attorney at Work, Legal Business World, Remaking Law Firms: The Dialogue, Australasian Legal Practice Management Association (ALPMA), The Law Office Management Association (TLOMA), Association of Legal Administrators (ALA), and The Law Practice Doctor.
  • Member of the Board of Advisors of Legal Line, a national not-for-profit service that advances access to justice by providing free, easy-to-understand answers to legal questions organized under 42 areas of Canadian law.
  • Founding member of the Legal Marketing Association (LMA), Eastern Canada chapter; Judge of LMA Your Honour Awards recognizing excellence in legal marketing and business development; and, LMA International Conference Presenter on traditional and alternative legal service provider (ALSP) collaboration.
  • Expert witness providing testimony at trial regarding legal marketing industry standards.