As a self-described legal marketing "outsider," Christina Lamb, Director of Marketing at Fletcher Tilton in Worcester, brings a fresh perspective to the profession honed from years as an advertising and marketing professional in consumer products and retail. She joined Fletcher Tilton three years ago, having previously worked with the firm as an outside consultant. Christina says she has raised both the awareness and enthusiasm for marketing among the attorneys, and it is paying off as her work days are filled with creative and challenging projects, including a website redesign and developing targeted messaging to promote events and the firm. In this Member Spotlight, Christina shares insights on bringing creativity to legal marketing, and provides a glimpse of her creative pursuits outside of the office.
Tell us about your career path. How did you get into the legal marketing field?
My entire career has been in advertising and marketing, alternating between the ad agency side and the client side. In 2001, one of the partners at Fletcher Tilton asked me to help the firm with strategic direction, and I moderated a day-long session with the partners. The meeting resulted in the communications platform the firm used for the next 15 years. I was then asked to conceive and write the firm’s long-form brochure and develop an ad campaign. So my relationship with Fletcher Tilton started a long time before I was hired into this role three years ago.
What do you enjoy most about what you do?
Working with lots of smart people! Lawyers think very differently from advertising and marketing people. I learn from the attorneys’ perspective and some of them are very creative. This job is more creative and fun than I expected. It is fulfilling to promote the good work our firm does. We are nearly 200 years old and work with numerous private foundations that support the arts and humanitarian causes. We have a strong special needs practice group which provides enormous help to families of persons with disabilities of all kinds. And our commercial real estate group counsels developers that are changing the face of Worcester for the better. These are just a few examples.
What is a typical day like for you at work?
There are always many irons in the fire for upcoming seminars and events, newsletters, advertising, article development and placement. Having worked at Arnold Worldwide, I am acutely conscious of “brand essence” and that programs must be executed as close to flawlessly as possible. Marketing must reflect the very high standard of legal work we do. I also feel strongly about customizing our communications. Our legal work is based on individual client needs. It is not cookie-cutter. Nor should our ads be cookie-cutter. We take the time to research and tailor our messaging to the audience, event or cause. We are currently engrossed in the time-consuming process of rebuilding our website. When completely re-thinking something as all-encompassing as a website, thousands of decisions need to be made.
What work accomplishments make you the most proud?
The best victories are the shared ones. I am very proud that the firm has grown 25 percent since I started here, and that we have smoothly doubled our number of offices from four to eight. On a smaller, more individual level, I have raised both the awareness and enthusiasm for marketing among the attorneys, and it is paying off – which is also making me super busy!
Tell us how your LMA membership has benefitted your professional development?
LMA has introduced me to resources within the legal marketing realm that have been key to me as a legal marketing “outsider.”
What piece of advice do you wish you could give to your younger professional self?
Your ideas are better than you realize. Don’t keep them to yourself.
What is something we would be surprised to learn about you?
I was born in Brussels and lived in Tokyo and Paris before moving to the U.S. at the age of 8. My father worked for Paramount Pictures as manager of foreign distribution – sort of a business-diplomat. It was a fantastic way to grow up. It showed me the value of other perspectives.
What do you enjoy doing outside of work?
I design, make and market one-of-a-kind handmade jewelry, which you can see on my website Strung.biz. I grow a large vegetable garden and can tomatoes, pickles, salsa, and jams each year. I love to read, and I spend quite a bit of time talking with my kids who, at 25 and 30, are two of the coolest, most interesting people I know. It feels like quite an accomplishment to have literally made two of my best friends!