If you know me, you know I LOVE the Legal Marketing Association … I’ve never thought of myself as a “joiner of clubs” (although looking at my life, I am dead wrong about that!), but LMA is something special, a community that has literally lifted me up and transformed my career in ways I could have never anticipated.
So it’s a gift when wonderful souls like Strawberry Nevill of Strawberry Nevill Communication Consulting, and Alissa Pinck of Greenbaum, Rowe, Smith & Davis LLP and LMA’s own Anna Horner and Kristin Frankiewicz are kind enough to include me in a conversation near and dear to my heart – the power of brand to transform and galvanize culture – as an educational offering to our members and beyond.
You can listen to our chat “Back to Basics: Why Branding Is More Than a Visual Identity” here.
Strawberry did a fabulous job framing and leading the conversation on a topic recommended by Alissa. Hope you enjoy!
EPISODE DESCRIPTION: A successful brand is about much more than a logo, color palette, or website redesign. In this episode of the LMA Podcast, Strawberry Nevill (Strawberry Nevill Communication Consulting) sits down with Roy Sexton (Vedder) and Alissa Pinck (Greenbaum, Rowe, Smith & Davis) to explore the fundamentals of branding and how legal marketers can leverage brand strategy to drive business goals.
Drawing on decades of experience leading branding and rebranding initiatives, they discuss the critical role of internal alignment, stakeholder engagement, change management, and client feedback in creating a brand that people embrace and use.
Covering everything from rebranding to demonstrating value to firm leadership to measuring impact, this conversation offers valuable takeaways for legal marketing and business development professionals at any stage of their branding journey.
Tune in to learn:
Why branding is about the client experience, not just logos, websites, and visual identity.
How internal alignment can make or break a rebranding effort.
Common branding challenges legal marketers face and strategies for overcoming them.
How to build buy-in across large, complex organizations.
Why successful rebranding often requires significant change management and education.
The importance of tying brand initiatives to business goals and strategic priorities.
Why the real work begins after the brand launches and how to keep your brand alive and evolving.
My dear friend Jessica Aries – an absolute rock star of a human being and one of our best AI and legal marketing/business development strategists – shared this prompt yesterday, encouraging us all to give it a whirl: “Describe me like you’re trying to warn someone about me before they meet me.”
Whirl I did. 😅
WARNING: Before You Meet Roy Sexton
Do not be fooled by the law-firm CMO title and the MBA. Yes, Roy can talk brand strategy, budget lines, and business development with the best of them — but underneath the blazer is a full-blown theatre kid who will, without warning, pivot a conversation about quarterly marketing metrics into a passionate monologue about a movie you’ve never heard of and definitely won’t see coming.
He has an MA in theatre. He uses it. Often.
He has opinions about “whatever film has been most obnoxiously hyped, marketed, and oversold in any given week” — and he will share them, whether or not you asked. There’s a blog. There are two books. Approach with caution if you don’t have twenty minutes.
He is disarmingly good at making you feel like the most interesting person in the room — this is either genuine connector energy or expert-level networking technique, possibly both, and you may not be able to tell the difference.
Do not underestimate him in a room. Colleagues warn he’s “not suffering fools” under all that warmth — the charm is real, but so is the sharp assessment happening behind it.
Comic books may come up. Musical theatre may come up. Do not express doubt about either.
Edition One recognised twenty chiefs. Edition Two builds on that recognizing more than those on top.
Forty five people across thirty five organisations who built the reputation of a law firm or a legal company. Chief marketing officers, yes. Also the directors, the senior directors, the vice presidents, and one chief operating officer who came up through brand.
Thirty eight years at one firm, library technical services to chief marketing officer. Twenty one years at another, event manager to chief communications officer. A federal courts reporter now running a fifty person team. These careers were never linear, and the recognition systems built around them still assume they were.
So this edition is grouped by organisation instead of ranked. Where a firm has depth, the chief and the leader beneath them appear under one header, the same size, on the same page. A growth function is a bench, not a person.
Every seat was confirmed against the person’s own record in August. Where a firm page disagreed with that record, the person’s own record won. That check moved nine titles and caught one person who had changed employers entirely.
Kudos to my talented friends and fellow in-house legal marketers and business developers: Susan Collier (Ahern) , Rachel Shields Williams , Kerry Price , John Byrne , Keith Ecker , Angela Petros , Diana Lauritson, MBA, M.S. , Maria A. Black , Joey Kaiser , Jill Perry , Trish Lilley , Iris J. Jones, JD , Jeanne Hammerstrom , Iwona Kesting , Justin Portaz , Erin Banks , Katy Admirand , Kathryn Whitaker , Jessica E. Haarsgaard , Adam Severson , Danielle Smith , Julia Bennett , Meredith Coppola Rosenthal , Jasmine Trillos-Decarie , Paul Bonner , Amber Bollman , Koree Khongphand-Buckman , RJ Williams , Kevin Cavanaugh , Ian Ribald JD, MBA , Christopher Newman , Shanon Webster, Esq. , Ryan Daniels , Arthur Uratani , and Julie Chodos!
And shout out to the fabulous service providers also recognized here: Alecha Stackle , Melissa Mickelson , Joshua Schnoll , Casey Sullivan , Olivia Mockel von dem Bussche , Andy Burtis , Cynthia Gumbert , John Vincenzo , and David Helfenbein
My session description follows … thank you, Tim Hart, Daniel Smallwood, Shana English, Charde’ Carbonell, for helping me look and sound smart:
Building High-Performing Teams: Talent Development and Retention in a Resource-Conscious Environment …
In today’s competitive legal market, attracting, developing, and retaining top talent requires more than simply offering higher salaries. This session explores how law firms can build high-performing teams with limited budgets by adopting a people-first approach to talent development, career progression, and employee engagement.
Attendees will learn strategies for identifying critical talent gaps, creating meaningful career trajectories, and transforming teams from reactive service providers into proactive business partners. Hear innovative recruitment and retention practices, alternative incentives that drive employee satisfaction, and the importance of aligning leadership, HR, and departmental stakeholders around shared organizational goals.
Join this discussion to discover practical approaches for building resilient teams, securing leadership buy-in, and cultivating a workplace culture that attracts and retains exceptional legal professionals.
Honored to be part of a speakers’ cohort that includes many of the best and brightest in our industry and profession – people I admire and consider dear friends: Dave Hambourger, Alex Schnepf, Michael Nogroski, Morgan Llewellyn, Linda Moss, Sivan Koenig Galinsky, Melissa Melinauskas Marshall, James Wang, Mark Levin, Brooke Loucks, Rachel Shields Williams, Sally Rouse, Paula Hincapie Smith, and Jeanne Burger Hammerstrom.
(Now I gotta figure out what in the h*ll I’m gonna say …)
If you missed yesterday’s chat “How to succeed in a new law firm marketing or BD leadership role” with Reed Smith LLP’s Gillian Ward, Ambition’s Ivan Ivanovitch, MBA, and yours truly, hosted by Nexl’s Steven R. Ongenaet, catch the replay and a stellar written summary here.
Thank you, also, to Nexl’s Sarah Beder for the fabulous support, including this excellent write-up, and to Nexl’s Philipp Thurner for the opportunity and support of our community and profession.
EXCERPT: On hiring, he borrows from theater, where a director once told him he cast for culture over talent. “The job description to me is a fishing pole. Yes, this is what we’d like to have, but we might not find this person, and law firms really struggle with that. They think if they don’t hit every bullet in your job description, you must not hire them,” says Roy. “Often the person who fits every bullet point on the job description fails miserably.”
For Gillian, an organizational structure only works when your team can understand where they sit in it, which is why she spends so much time walking her team through the funnel. “You need marketing at the top of the funnel, generating demand, getting your name out into the market, building strong campaigns. Then your business development team is in the middle to convert what’s happening up there into real opportunities, and then sales support at the bottom covers helping the lawyers with sales training, closing, getting your pitch and proposal team together, and all those pieces have to align. That’s when the magic happens.” …
“Is this somebody that has executive presence? Is this somebody who has gravitas? Somebody that people are going to look up to for ideas or mentorship?” says Ivan. “The person has to be authentic. They have to have vision that people are going to follow.” …
Roy’s advice for new chiefs is about where the authority in these roles comes from. He sees people arrive at chief level expecting the title to do the work for them. “You’re basically still the same person you were in those other roles. You still are in service to the organization. Let that be your lift.”
Some law firms treat branding as a visual exercise, a polished logo, a sleek website, the right color palette. Those are all just signifiers. Your real brand is how clients experience your attorneys, how they’re treated, and how well they’re served.
In episode three of Marketing on the Record, hosted by Good2bSocial’s Keith Edwards, Roy Sexton, CMO at Vedder in Chicago, unpacks the gap that keeps firms from building brands that actually resonate.
Key takeaways:
🚩 Look past the visuals: A logo is a flag, not a brand, clients remember how you treat them not your color palette.
🤝 Stop compartmentalizing marketing: Branding isn’t the team that “makes things pretty.” It exists in every client interaction.
📖 Lead with story: The narrative you tell around your firm shapes how clients connect with it.
The firms that stand out understand that their brand is built through experience, not decoration.
Listen to the full episode to rethink what your firm’s brand really means – here.
Had a rollicking prep call with moderator Steven R. Ongenaet of Nexl and fellow panelists Gillian Ward of Reed Smith LLP and Ivan Ivanovitch, MBA of Ambition today. This promises to be a fun and informative discussion.
Join us for “How to succeed in a new marketing or BD leadership role” on August 3 at 11 am central – register here.
Webinar Description
Stepping into a senior marketing or business development role at a law firm is an opportunity that comes with pressure to earn the trust of partners and deliver results quickly.
Join Gillian Ward, Chief Marketing & Business Development Officer at Reed Smith, Roy Sexton, Chief Marketing Officer at Vedder, and Ivan Ivanovitch, Client & Markets Advisor at Ambition, for a discussion on what it takes to thrive in a new marketing or BD leadership role, moderated by Steven Ongenaet, VP of Client Services & EMEA Managing Director at Nexl.
In the session, our speakers will discuss:
What to expect from your first 90 days of a new role and what tends to differ from expectations
How to earn credibility with partners and firm leadership early
Tips for bringing marketing and business development together across offices and teams
How to build and lead a team through the uncertainty of leadership change
Whether you are starting a new leadership role or preparing for your next move, this session will provide practical guidance you can put to work from your first day.
Speakers
Gillian Ward
Chief Marketing & Business Development Officer at Reed Smith
Gillian Ward has over 20 years of experience in professional services and has successfully led global teams of marketing, business development, and communications professionals through large-scale transformations to drive revenue and strengthen the brand of leading international law firms.
As the Global Chief Marketing Officer at AmLaw 50 firms, Gillian has served on the Leadership Team and the Executive Board, where she developed strategic plans and guided their implementation across multiple regions and practice sectors. She has managed teams of more than 100 professionals worldwide, delivering impactful initiatives that accelerate growth in both domestic and international markets.
Gillian’s executive education from Stanford University and Harvard Law School, together with her triple citizenship, provide her with a distinctive global perspective and a strong foundation for innovative leadership. She is passionate about delivering excellence, innovation, and measurable value to clients and stakeholders, while inspiring her teams to embrace creativity and continuous improvement.Less
Roy Sexton
Chief Marketing Officer at Vedder
Roy Sexton is the Chief Marketing Officer at Vedder. He is responsible for developing and implementing the firm’s overall marketing strategy and overseeing all projects and personnel in the marketing department.
Roy brings over 25 years of experience in various industries with nearly 15 years of experience in the legal marketing field at prominent global firms. His career knowledge includes public relations and marketing planning, business development strategy, digital and social media outreach, attorney onboarding and practice development.
Beginning in 2020, he served as an active international board member of the Legal Marketing Association (LMA) and was elected as the organization’s International President from 2023 to 2024.
Roy has also been recognized by a number of legal publications and organizations including Crain’s, INvolve People and Corp! Magazine for his leadership capabilities, particularly as an executive within the LGBTQ+ community. Throughout his career, he has served as a board member for a number of Michigan-based charitable organizations, such as the Mosaic Youth Theatre of Detroit and Ronald McDonald House Charities.Less
Ivan Ivanovitch
Client & Markets Advisor at Ambition
Ian is the Clients & Markets Advisor at Ambition, focusing on executive search engagements, specializing in law firm leadership roles, including C-Suite positions such as Chief Marketing & Business Development Officer, Chief Operating Officer, Chief Financial Officer, Director of Accounting and Finance, and Director of Professional Development.
His understanding of law firms helps him serve as a strategic advisor in the areas of team structure, core competencies and talent search strategy, enabling clients to secure candidates that align with their firm’s unique needs.Less
Steven Ongenaet
VP of Client Services & EMEA Managing Director at Nexl
With a wealth of experience spanning numerous years in business development within the legal sector, Steven leads our Client Services team. He orchestrates the strategic implementation of personalized solutions, ensuring each client receives unparalleled satisfaction. Steven is committed to fostering meaningful and enduring client relationships, consistently exceeding expectations, and meticulously overseeing the seamless and exceptional delivery of our services. His extensive background contributes to a results-driven approach, aiming not only to meet but to surpass client needs, solidifying our commitment to excellence and client success.
P.S. from the other side of my life …
Thank you, Jerry Davich and The Times of Northwest Indiana, for this thoughtful, nuanced, balanced, and, yes, loving piece about fireworks in our neck of the woods. When one person’s joy causes another’s pain, well, fireworks of a different kind inevitably ensue. But I appreciate how you gave voice to concerns, hopefully opening up some empathetic dialogue.
And gratified that some of my musings were incorporated into the column!
“What is really missing here is the nuanced conversation about guidance and guard rails, neighborly consideration, timing, and decibel levels,” Sexton commented.
Thank you, Oktopost, Colin Day, Daniel Kushner 🐙, Hannah Curran, Jennifer Gutman, and the rest of your fabulous team for this lovely recognition!
“Roy Sexton is the CMO at Vedder, a law firm, and he’s doing things with B2B social that consumer brands would look at with genuine respect. His LinkedIn presence is bold, consistent, and human. He’s a recognized voice in the profession, and a practitioner who has spent years proving that professional services does not have to be invisible or boring on social. He’s a pioneer in the truest sense, and the B2B social community knows it.”
View the full list of B2B Social’s Rising 30 here.
More about the recognition: “B2B social media is no longer a supporting act. Across every sector of the global economy, the practitioners who do it well are shaping how organizations build trust, thought leadership, and pipeline. The B2B Social’s Rising 30 Class of 2026 was created to find them, recognize them, and put their work in front of the audience it deserves.
“From hundreds of eligible nominees submitted by the B2B social community, 30 standout social media leaders were selected who are raising the bar for what B2B social media can look like. They work across diverse industries, from investment banking and industrial manufacturing to companies ranging from high-growth startups to Fortune 500 enterprises. What connects them isn’t the size of their following or the scale of their budget. It’s the quality of their thinking, their creativity, the consistency of their work, and the genuine communities they’ve built around it.
“B2B social has a recognition problem. It’s one of the most undervalued functions in modern marketing, and the people doing it best are rarely credited by the wider business community that benefits most from their work. The Rising 30 is a deliberate attempt to change that. It’s not a popularity contest. It’s not a customer list. It’s a nomination-driven effort to surface the practitioners, thinkers, and builders doing the most purposeful, credible work in the field, wherever they work, in whatever sector, at whatever scale.”
Just in time for Pride month! Thrilled to be part of this candid, pragmatic upcoming panel conversation from the American Bar Association. Hey, look, ma, I made it!
Honored to join our moderator Gerald Waltman III and fellow panelists m boulette and Kara Ingelhart Tuesday, July 23 for “Beyond Rainbow Logos: Centering LGBTQ+ Voices Who Fuel Innovation, Equity, and Better Lawyering.”
Thank you, Malcolm ‘Skip’ Harsch, for the opportunity and the new friendship (and to Rachel Clar, Esq. for connecting me and Skip in the first place!).
This is a topic near and dear to my heart and to my (long) lived experience as a #legalmarketing professional and as a human being.
“We’re back to celebrate the voices shaping B2B social: the ones sparking conversations, sharing bold ideas, and keeping us inspired. What makes a B2B Social Rising Star?
B2B Pro: They work in social media for a B2B brand.
Community locked in: They’ve built an impressive LinkedIn community of engaged followers.
Strong content game: They consistently share smart, valuable, and/or entertaining content to their personal profile.
Comments are poppin’: Their comment section is where the best discussions happen.
Nailed their brand: They’ve mastered building their personal brand and career on LinkedIn.”
Needless to say I’m flattered … and a bit gobsmacked! Thank you, Colin Day, for the inclusion and for alerting me!
