Strategic Marketing Leadership & Planning
Senior marketing strategy, delivered at board level
Most law firms don't have a marketing problem. They have a marketing leadership problem. There's activity — events, a website refresh, the odd campaign — but no one senior owning the commercial picture, and no plan that ties any of it to fee income. That's the gap this fills.
What this looks like in practice
I work directly with managing partners and boards to set marketing strategy that earns its place in the business plan. Not a glossy document that sits in a drawer; a clear view of where growth comes from over the next 12 to 36 months, which practice areas to back, and what the firm should stop doing.
That starts with the commercial reality: your current client base, your most profitable work, where referrals actually originate, and which competitors are taking share. From there we set positioning the firm can own, decide where to invest, and build a plan the leadership team agrees on and the marketing team can run.
Why senior delivery matters here
Marketing strategy is the one area where seniority is the product. Anyone can write a tactics list. Knowing which three things will move fee income for a regional PI firm versus a City commercial practice comes from having sat in the room for thirty years.
You get that judgement directly. No account team, no junior translating the brief two rungs down, no agency markup on time you didn't need. When the strategy is set, I can stay on to help the team deliver it or hand it over cleanly and step back.
What's involved
- Growth and commercial planning tied to fee income
- Brand positioning and messaging the firm can own
- Competitive intelligence on the firms taking your work
- A prioritised roadmap your team can actually run
- Board-level reporting and marketing governance
Who this is for
Managing partners and boards at ambitious UK law firms who need senior marketing ownership without hiring a full-time CMO.
Common questions
Frequently asked
Do you replace our marketing team or work alongside them?
Alongside them. I set the strategy and give your existing team a plan they can run, then coach the lead so the firm keeps the capability after I step back. Where there's no team yet, I help you structure and hire one.
How is this different from hiring a marketing agency?
An agency sells you delivery against a brief you've already written. The hard part is the brief: knowing what to do and why. You work with me directly at board level on that decision, not with an account manager on execution.
What size of firm is this for?
From single-site firms with real ambition up to multi-office practices. The common thread is leadership that wants growth and knows it needs a plan, not just more activity.
Ready to talk strategy?
Start with a conversation. No obligation, no pitch deck — just a direct discussion about what your firm needs.