Leading Through Change: Real-World Lessons in Marketing and BD Transformation
Presented by the West Region
August 12, 2025 | 2 p.m. CT
LMA Body of Knowledge Domain: Marketing Management and Leadership
Competency: Change Management
Change is inevitable — whether it’s integrating teams after a merger, rolling out new technology, or driving a shift in firm culture. But leading through change in law firm marketing and business development comes with its own set of challenges: aligning stakeholders, managing resistance, and ensuring long-term adoption.
Join a panel of seasoned professionals who have navigated major organizational changes inside law firms and beyond. Through candid case studies, they’ll share what worked, what didn’t, and the lessons learned along the way. This practical conversation will give you insights you can apply immediately, whether you’re planning your next big initiative or guiding a team through ongoing evolution.
Learning Outcomes:- Understand common pitfalls and success factors in managing change within law firm marketing and BD teams
- Hear firsthand strategies for securing buy-in from leadership, attorneys, and staff
- Explore how to measure success and maintain momentum after the initial rollout
- Gain practical, candid advice from peers who have led through complex transitions
Panelists:
David McClune is the New York based Chief Marketing & Business Development officer for Davis Polk & Wardwell, one of the world’s elite law firms. Previously, he served as CMO at Hogan Lovells (New York and London), following CMO tenures with Shearman & Sterling in New York, and Allens Linklaters in Australia. A former newspaper journalist, David worked as Executive Manager for Public Affairs at the Australian Tourist Commission, where he was Chief of Staff for the 2000 Sydney Olympics. He has also served as Chief of Staff, Senior Policy Adviser and Senior Media Advisor to several Australian government cabinet ministers across a range of government portfolios. David holds graduate qualifications from the University of Oxford; Harvard University; the University of Melbourne; Sydney University; and the Queensland University of Technology.
Ian Ribald is Ballard Spahr's chief marketing and business development officer. He provides strategic leadership for Ballard Spahr’s client-focused marketing and business development efforts, spanning communications, operations, alumni relations, technology, and media. He brings extensive experience leading U.S. and global teams in the legal industry. He partners with firm leadership to drive growth through client-focused strategies, coaching programs, market analysis, and cross-practice collaboration. Previously, Ian held senior marketing roles at an Am Law 15 firm, where he led integrated campaigns to boost revenue and visibility. Ian holds a JD and an MBA in marketing from Touro University and has taught as an adjunct professor at the University of North Texas Law School.
Kelly Enache is the Chief Strategic Operations Officer at Saul Ewing
LLP, where she leads the firm’s strategic direction across Marketing and
Business Development, Knowledge Management, and Practice Management. A former
practicing attorney with over 20 years of experience in the legal industry,
Kelly brings a deep, cross-functional perspective to firm leadership, drawing
from a background that spans Am Law 100 and 200 firms. Kelly’s career has been
defined by a strong track record of designing and executing growth strategies
that drive measurable results. Kelly is a frequent speaker and guest lecturer on topics
related to the business of law, leadership and executive presence, and
navigating adversity.
Pedro Campos leads Elevate’s Law Firm consulting practice, where he and his team focus on strategic and operational advice to Law Firms. Pedro's global career spans 20 years delivering successful business change and transformation programs to large corporations across different industries, leading projects across fortune 500 companies like Shell, IBM, Deutsche Bank and Global 100 law firms as Hogan Lovells, Freshfields, Mayer Brown, Akin Gump, Foley and Lardner and the Lex Mundi Network among others.
Pedro’s experience covers both the development of in-house operating models for legal practice areas and operations teams, as well as extensive experience in all aspects of Law Firm profitability and growth. All his work is grounded in an understanding of the change management required in a legal services environment to successfully implement new models.
Marcie Borgal Shunk (moderator) is the President and Founder of The Tilt Institute, widely renowned for her expertise in navigating law firms of all sizes through the intricate landscape of talent, culture, and leadership dynamics. With a commitment to leveraging the forefront of scientific research and innovative strategies, she empowers law firms to navigate change and embrace the future of the legal profession. Marcie holds two prestigious fellowships, four certifications in culture and coaching, and several board advisory positions. She is a frequent contributor to The American Lawyer, Thomson Reuters and Bloomberg Law, where she shares insights on leadership, culture and emerging legal trends. Marcie is a graduate of Harvard with a degree in sociology. Marcie believes leadership efficacy is at the core of improving engagement, wellbeing and results. She is the creator of the seminal program, Leadership Foundations – a high-impact, virtual interactive development program designed to offer essential leadership skills and practical solutions firms can implement immediately.
Cost:
Members: Complimentary
Prospective Members: $79
For questions or concerns about your event registration, please contact education@legalmarketing.org
Learn more about or register for the full series