The Marketing Strategy You've Never Written: Turning Your Own Expertise into Internal Influence
Presented by the Canada and Mid-Atlantic Regions
August 13, 2026 | 11 a.m. CT
LMA Body of Knowledge Domain: Marketing Management and Leadership
Competency: Firm Organizational Structure and Dynamics, Department Management, Leadership and Motivation
As legal marketers, you build strategies every day, distilling complex priorities into something clear, focused, and actionable for someone else. But when was the last time you built one for yourself?
In this session, we'll borrow the very framework you use to strategize for others—objective, audience, context, key message, and call to action—and turn it back on your own career and influence inside the firm. You'll learn how to communicate your strategic objective so it resonates with leadership, understand your internal "audience," assess the context you're operating in, sharpen your message using the data and business insight that make it land, and define the call to action that moves your influence and executive presence forward.
Whether you're building credibility with firm leadership or simply want to show up with more clarity and confidence, this session will help you apply your own playbook to yourself.
Learning Outcomes:
- Develop a communication strategy that increases credibility, visibility, and influence within the firm.
- Adapt communication styles for different audiences, including partners and firm leadership.
- Translate marketing expertise into behaviors that strengthen professional reputation and influence.
Presenters:
Bryan Frantz, Director of BD + Marketing, Field Law, Alberta, Canada. Bryan Frantz has been working in the legal industry for over 20 years. He has an MBA in Marketing and Strategy and has led BD and Marketing teams at multiple law firms in Canada. During his career he was the administrative lead for a Canada-EMEA merger, rolled out a client account program at a Global law firm and has been responsible for website rebuilds, rebrands, CRM upgrades and redevelopment of multiple teams.
Jacqueline Madarang, Director, Marketing Technology & Operations, Bracewell LLP. As Director of Marketing Technology & Operations at Bracewell LLP, Jacqueline Madarang owns the firm's MarTech, BD technology and AI strategy. She drives the selection, implementation, and adoption of advanced tools that deliver strategic impact and measurable value to the business. Her collaborative approach bridges marketing, business development, and IT to create data-driven strategies that elevate client engagement.
Kelly Peace, Founder & CEO, Luminous Alchemy, Inc. Kelly Peace is the founder of Luminous Alchemy, a strategy and facilitation practice that helps senior leadership teams and boards close the say-do gap — turning stated priorities into real, executed action. With 25+ years of professional services experience, including senior leadership roles at EY, she brings an insider’s understanding of how internal influence and executive presence actually get built inside a firm.
Price:
LMA Members: Complimentary
Prospective Members: $79
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