Leading Through Change: Real-World Lessons in Marketing and BD Transformation
Presented by the West Region
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.
Andrew Scott is the Director of Business Development and Proposals at Ballard Spahr, where he oversees business development strategy and execution across all practice groups. He brings nearly 20 years of experience leading high-impact initiatives at top law firms and in the investment banking sector. Prior to Ballard, Andrew led business development for Kirkland & Ellis’ Global Public Companies Practice and served in first-chair marketing and BD roles at both Seward & Kissel LLP and a healthcare-focused investment bank. His career is defined by a track record of building strategic programs, elevating client engagement, and driving growth in complex, competitive markets.
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
Learn more about or register for the full series