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 …)
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.
“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!
New Orleans is calling! Join us at #LMA26, April 20-22, where the Legal Marketing Association – LMA International will be sharing bold ideas, transformative insights and the power of storytelling. Let’s learn and connect!
Thrilled to be joining our moderator (and, yes, childhood neighbor!) Mo Bunnell of Bunnell Idea Group (BIG) alongside fellow panelists K&L Gates’ Craig Budner, Freshfields’ Bryonie Palmer Byers, Axinn, Veltrop & Harkrider LLP’s Julie Chodos, and Boston Consulting Group (BCG)’s Erin Carlson for “Elevate Your Impact: Innovative Strategies To Help Your Lawyers Win The Work They Want” on Tuesday, April 21 at 1:30 pm central.
The best BD and marketing professionals don’t just support their lawyers—they transform how those lawyers win work. But creating that transformation requires fresh thinking and proven strategies you won’t find in the usual playbook.
In this high-energy session, four successful leaders will compete to share their most effective ideas—the strategies that have genuinely elevated their own impact. The best part? This will be FUN. The leaders will be sharing their ideas in a game-show style format where the winner will get a special price!
You’ll walk away energized with 10+ new strategies you can implement immediately.
When you’re advising your lawyers proactively—not just taking orders—you become indispensable. And that’s when you can write your own ticket.
Learning Outcomes:
Discover new business development strategies from leading law firms that expand what’s possible for your lawyers and your impact.
Select from the 10+ approaches shared that will best fit the lawyers you support and the growth challenges you’re solving for.
Implement battle-tested ideas immediately to transform your role from order-taker to indispensable growth partner.
P.S. What a night celebrating what makes each and every one of us unique! Proud to be one of INvolve People’s Outstanding 100 LGBTQ+ Executives internationally, but even prouder to have been in the room the evening of March 20 for the #InvolveGala2026 with ALL of the incredible leaders recognized for their work in advocacy, allyship, equity, and representation.
Thank you, Suki Sandhu and team, for your vision and heart and tireless work. You make this world better indeed! Love you!
Thank you, St. John Neighbors’ publisher Diane Lee Jortner, writer Janet Woodward, and photographer Ginnie Wilsman Lange, for your kindness and for this cover story opportunity! You have been so lovely to work with, and we are incredibly honored to be featured in this way. Thank you for all you do for our community!
A Life of Authenticity and Performance: Meet Roy Sexton and John Mola
By Janet Woodward
For Roy Sexton and his husband, John Mola, life in St. John is a beautiful blend of professional achievement, artistic passion, and a deep-seated commitment to authentic living. After moving to the community exactly one year ago, the couple has found more than just a house; they’ve found a neighborhood where they can truly be themselves.
A New Chapter in St. John
Roy and John’s journey to Northwest Indiana was sparked by Roy’s career. In late 2024, Roy was recruited to join Vedder law firm in Chicago as their Chief Marketing Officer. Seeking a location that offered easy access to the city while remaining close to family—Roy’s father, Don, lives in the Fort Wayne area—the couple set their sights on St. John.
They fell in love with their new home here for a somewhat unique reason: the previous owners were avid Star Trek fans. While the memorabilia didn’t come with the house, the “die was cast,” and they knew they had found their place.
In August 2025, John’s father passed away and they helped John’s mother also move into their neighborhood nearby, so the family can be close.
“Our neighbors have been so welcoming,” Roy shares. “It’s a lovely community with people who are fun, genuinely care about each other, and aren’t afraid to be their authentic selves. That’s all we could want”.
From the Stage to the Boardroom
Roy’s professional path is as colorful as a Broadway playbill. A graduate of Wabash College with a double major in English and theatre, he also holds a master’s degree in theatre history and criticism from Ohio State. While he later earned an executive MBA from the University of Michigan, Roy credits his theatre background as the secret to his marketing success.
“My theatre background has been incredibly useful—from understanding an audience and landing a message to the finer points of production and project management,” he explains.
His career has spanned healthcare and law, leading to his current role as CMO at Vedder, where he recently oversaw a refreshed brand and website launch. Roy is also a respected leader in the Legal Marketing Association, serving as their international president in 2023.
A Commitment to Visibility
Roy’s leadership is deeply rooted in his lived experience as a member of the LGBTQ+ community. Growing up in Indiana as an only child, he didn’t always find meaningful acceptance. Today, he leads openly and authentically, believing that representation is “not symbolic—it is catalytic”.
His advocacy has not gone unnoticed. Roy was named a Notable LGBTQ+ Leader by Crain’s Detroit Business in 2021 and has been recognized on the INvolve Outstanding 100 LGBTQ+ Executives Role Model List for three consecutive years. In 2024, he even hosted a digital interview series, All the World’s YOUR Stage, which focused on how embracing identity strengthens both performance and culture.
Life at Home: Pups, Cars, and Boy Bands
The Sexton-Mola household is shared with three beloved rescue dogs: 13-year-old black lab Duncan and two spunky Chihuahua-mixes, Hudson and Henry J. Roy notes the hilarious dynamic of the 7-pound Hudson lining up to howl alongside the 60-pound Duncan. Hudson is particularly attached to a “filthy and patched” stuffed mummy toy that he prizes above all else.
When they aren’t managing the “chorus” of rescue pups, Roy and John enjoy a few quirky hobbies. They are surprisingly dedicated fans of 98 Degrees, having attended so many concerts that the band members now recognize them by name.
John is the family’s resident car enthusiast. He once claimed to have the fastest PT Cruiser in North America and has recently restored Roy’s late mother’s 1994 forest green Pontiac Grand Am GT—affectionately known in the family as the “Dead Mother Car”. Roy’s mother, Susie Sexton, was a well-regarded columnist, and both she and Roy have published books of their work.
A Heart for the Neighborhood
Through the years they spent many summers making memories at DisneyWorld with John’s sister Lori and her children Gabby and Andrew. Since Roy and John had never visited the resort when they were children, they insisted on taking the kids on every ride and attraction, even when the kids weren’t interested. Roy says they nearly missed an important dinner reservation at Crystal Palace by watching Carousel of Progress for 45 minutes.
They also traveled to St. Augustine for a great vacation that they would like to repeat.
Roy and John are now focused on creating new traditions in St. John. From exploring local favorites in Crown Point and Valparaiso to simply chatting with neighbors, they feel they “won the lottery” with their new community.
“Thank you for your kindness and for welcoming us with such open arms,” Roy says to his neighbors. “Pulling up stakes and moving to a completely new area made us nervous, but everyone being so genuinely invested in getting to know us has meant more than I can properly express”.
Neighborly Note: Roy is still looking for his “theatre home” in the area. If any local theatre groups are looking for a “slightly over the hill singing actor,” be sure to give him a call!
Thank you, Ben Paul and The BD Ladder, for including my thoughts in this video, and for compiling these great insights from others. Honored to be included alongside these wonderful voices! And I stand by my answer that one of the best things we can do as marketing and business development leaders is to focus on our teams and make sure they have the right guidance, support, encouragement, and resources to flourish.
Ben writes …
What is the one BD or marketing trend professional services firms should focus on this year?
I asked a group of BD and marketing leaders from around the world to answer just that one question.
Simon Munro, Duncan Cotterill; Naomi Lynn, BDO in Australia; Zach Shaw, Halim Hong & Quek, a member firm of Andersen Global; and Roy Sexton, Vedder, recorded short responses, and I’ve stitched their insights into a single video.
The result is a collection of perspectives from across the global professional services community on where firms should focus their business development and marketing efforts in 2026.
Thank you, Diana Lauritson and Bree Metherall, for being so kind as to include my thoughts on innovation in legal in the second installment of JD Supra’s “Law 2.5 Strategic Insight” series.
EXCERPT: And as Roy Sexton, Chief Marketing Officer at Vedder, cautions, innovation must be intentional: “Innovation for innovation’s sake is just chasing the shiny object. Solve for the immediate problem you are facing in a creative way that delivers results—then rinse and repeat.” …
“Any innovation has to solve for presence, awareness, and revenue. Solve for the immediate problem you are facing in a creative way that delivers results. And never be afraid to call it a pilot program. That will get you a lot of grace.”
