Inside Legal Marketing: Roles, Career Paths, and Real-World Perspectives

Thursday, June 11 | noon-1 p.m. PT

Interested in how marketing functions within law firms and other professional services organizations? Join members of the Legal Marketing Association (LMA) for a virtual panel on careers in legal marketing and business development.

This session is geared toward college students exploring career paths, as well as junior marketers already working in professional services. Panelists will share how they got started, what their day-to-day roles look like, and how marketing in a law firm differs from other industries. The conversation will also cover the skills that matter most early in your career, trends shaping the field, and practical advice for standing out when applying for your first role.

Whether you’re considering legal marketing or already working in the space, this panel will offer a clearer view of the opportunities available and how to get started.

Location: 
Virtual

Cost:
LMA Members: Complimentary!
Prospective LMA Members: Complimentary

Speakers:

Jessie Irwin
Senior Manager, Market Development & Client Growth at K&L Gates

Jessie Irwin is a business and market development leader with global experience orchestrating strategy, growth, and client development. She currently heads Market Development for the Seattle office of K&L Gates, a global law firm with a presence in 48 U.S. and international markets. Jessie is a member of Seattle University’s Innovation & Entrepreneurship Center Advisory Board, supporting programs that help shape the next generation of ethical entrepreneurs. She also co-founded Open Foundation South Africa and serves on its Board of Directors, advancing initiatives focused on addressing poverty and food insecurity. Jessie earned her undergraduate degree from Loyola Marymount University, holds a master’s in Executive Nonprofit Leadership from Seattle University, and earned an MBA from Brown University and IE Business School in Madrid.

Purnima Gupta
Senior Business Development Specialist at Greenberg Glusker

Purnima Gupta is the Senior Business Development Specialist at Greenberg Glusker. She sits at the center of the firm's marketing and business development function — managing pitches and proposals, integrating new technology into the BD process, and serving as the person attorneys turn to when they need to pressure-test their ideas and walk into a room with confidence. Her strength lies in seeing both the strategy and the people behind it, and knowing how to bring the two together in ways that create lasting growth. Beyond her work at the firm, Purnima is deeply invested in the legal marketing community. She currently serves as Chair of the Legal Marketing Association's Los Angeles Steering Committee and speaks regularly on the intersection of marketing technology and business development, including at the LMA Annual Conference and LMA Tech West. Whether she's mentoring a colleague, coaching an attorney through a pitch, or exploring what's next for the industry, her focus is always the same — making the people and communities around her stronger.

Marisabel Fernandez
Specialist, Directories & Recognition at Morgan Lewis


Marisabel Fernandez is a Directories and Recognitions Specialist within the Business Development department at Morgan Lewis. She supports the firm's legal directory strategy, managing submissions across all practices and industries for offices spanning the United States, Asia Pacific, the Middle East, and the UK and Europe. Her work centers on elevating the firm's visibility and competitive positioning in leading legal rankings, including Chambers, Legal 500, and IFLR1000, through strategic submissions, market analysis, and cross-functional coordination across the firm's global platform. Originally trained as a lawyer in Venezuela at Universidad del Zulia and holding an MBA with a concentration in Marketing from Saint Joseph's University, Marisabel brings a strong understanding of both legal practice and market dynamics, enabling her to strategically position the firm’s practices and lawyers within an increasingly competitive global landscape. She is committed to leadership development and advancing best practices in legal market recognition.

Moderator: Madeline Matson
Market Development Specialist at K&L Gates

Madeline Matson is a Market Development Specialist at K&L Gates, where she drives strategic growth initiatives across the California market. She specializes in advancing high-impact marketing and business development efforts with a focus on client engagement. An active member of the Legal Marketing Association, Madeline began her career in legal marketing after graduating from Tulane University and spending time in the nonprofit arts sector. She brings a well-rounded perspective from roles at both boutique and global law firms, where she has supported strategic growth, client development, and market positioning initiatives.

For questions or concerns about your event registration, please contact lmawest@legalmarketing.org