Member Spotlight - Carla Cogan

Current position:  Director of Business Development
Work history:  Too long to summarize here.  
Education:  BA, Political Science, Union College, Schenectady, NY

What did you dream to be growing up? 

A dancer or an actress or a stay at home mom.  I honestly never dreamed of having a professional career.  That just happened as my life unfolded.  

What was your first job?

My first job was working in my father's electrical supply company during the summers from the time I was 12 until I graduated from college.  I did all sorts of exciting tasks that truly prepared me for my career like cleaning the warehouse, taking inventory, and wiring and hanging lighting fixtures.  My first real job after college, I worked as a marketing assistant in the Account Relationship Management Department of Standard Chartered Bank, a British bank where I conducted market research.

Tell us about your road to legal marketing…

It's been a rather crooked road with a number of detours and a very wild ride! I began working in legal marketing while I was acting and directing theater in New York.  Legal marketing was my day job that supported me and fortunately, or unfortunately, depending on how you look at it, I was more successful at legal marketing than acting or directing.  I worked for a couple of firms in New York, including Sedgwick and then transferred to Sedgwick's headquarters in San Francisco.  That is when I joined the Bay Area Chapter of the Legal Marketing Association and served on the Program Committee and as Secretary on the Board.  I met such fantastic people in the organization, many of whom I am still close friends with today.  I enjoyed working in legal marketing, but my love of the arts called me back to New York to make films.  I left the Bay Area to work in film production and development for a number of years and was extremely passionate about the work.  However, I have found legal marketing supports me and my lifestyle better financially than film.  So, I returned to the Bay Area, to legal marketing and to the LMA about 4 1/2 years ago.   The profession is becoming much more sophisticated and I am excited to see many young professionals choose to join the legal marketing profession right out of college.

 What do you value about your firm? Your profession?

That's a great question.  I just joined Manatt a few weeks ago following the merger with Steefel.   My initial impression of what I value about Manatt is the friendliness and intelligence of the attorneys and staff.  Ask me again in six months, I'm sure I'll have a more compelling answer then. 

What I value about the legal marketing profession are the wonderful friendships I have formed with colleagues over the years.  I am grateful to have my LMA network of friends and colleagues that support and inspire me. 

What advice would you offer to someone new to legal marketing?

Learn as much you can and be open to the opportunities that come to you.  Also, join the LMA and utilize the network to support you in your career and your life.  I have met some of the most encouraging, inspiring, and entertaining people that I am honored to have as friends.  I wish the same for  you.

What is currently on your iPod?

Sadly, I don't own an iPod.

Where is your favorite place to relax? 

Hiking Mt. Tam or simply sitting on my deck looking at Mt. Tam or the starry night sky.

What book(s) are you reading? 

Seven Story Mountain, an autobiography by Thomas Merton

Are you subscribed to any listservs? Favorites?

Only the LMA - I get more than enough emails from the LMA Listserv.  

What goals do you have for LMA this year? 

My goals as LMA President in 2008 are to elevate and enhance our educational programming and to re-engage the senior marketing professionals in the Bay Area in the organization.  I am thrilled that we're making great strides in both of these areas. 

If you were stranded on a desert island for one week with a group of your attorneys, what would you want to have with you?

A film camera and Vickie Spang.  I would hope to film an episode of "Legal "Survivor."  I would need Vickie to host the show and provide some much needed humor.