Fractional CMO

Law firms know marketing and business development are critical to growth—but not every firm has the resources or need for a full-time Chief Marketing Officer. A fractional CMO provides senior-level expertise on a flexible, scalable basis. 

The model works especially well for firms that need:

• Senior-level expertise—without the full-time cost
• Interim solutions during leadership transitions
• An objective outside perspective on marketing strategy and performance
• Stronger support and guidance for internal teams
• Scalable leadership during high-growth or expansion phases

I help firm leaders set strategy, oversee execution, and ensure marketing and BD efforts are aligned with business goals. Key areas of service include:

• Marketing strategy and business development planning
• Branding and positioning in competitive markets
• Oversight of digital and traditional marketing campaigns
• Coaching and supporting lawyers and internal marketing staff
• Establishing performance metrics and accountability
• Direct implementation support for firms without in-house staff

My fractional CMO service is structured on a retainer basis with three levels of support that can be tailored to fit your firm’s needs.

• Strategy: Provide high-level input on firmwide marketing and BD priorities.
• Business Development: Advise leadership on partner goals and overall BD direction.
• Marketing/Branding: Review key initiatives and provide guidance.
• Team: Evaluate and recommend appropriate team structure, vendors, and tools.*

• Everything in Level 1, plus: 
• Strategy: Guide practice or office-level growth plans and adjust firmwide plans as needed.
• Business Development: Train partners and practice leaders on BD planning, targeting, and pipeline setup.
• Marketing/Branding: Oversee vendor relationships, budgets, and campaign effectiveness.
• Team: Mentor internal marketing staff; advise on roles, professional development, and vendor selection; assist with evaluating job candidates.*

• Everything in Levels 2 and 3, plus: 
• Strategy: Lead firmwide and practice-level marketing and BD strategy
• Business Development: Coach partners on active pursuits—refine plans, prep/debrief key meetings, and drive next-step accountability.
• Marketing/Branding: Drive branding, messaging, and execution of campaigns.
• Team: Manage the internal marketing/BD team day-to-day, including performance reviews and hiring; oversee vendor relationships and key marketing tools.*

I bring 25 years of experience leading marketing and business development teams and initiatives for law firms, following an early career as a journalist at The American Lawyer (editor of the Big Deals section) and Corporate Counsel. I’ve advised law firm leaders and partners across litigation, corporate, and regulatory areas, and understand both the strategic priorities of firm leadership and the day-to-day realities of building a book of business. 

My approach is pragmatic, client-focused, and grounded in helping lawyers achieve measurable results. I work with firms of all sizes, from boutiques to AmLaw 100 firms, tailoring the approach to each firm’s goals, priorities, and resources.

* For firms without in-house staff, I can also handle or coordinate marketing execution—including website updates, social media, directory and award submissions, and media outreach.