Set Yourself up for Success with Directories - Thursday, February 26, 2015



We all know that directories are an important part of a legal marketer’s toolkit. But which ones make the most sense to participate in? And what makes for a strong submission? At this session, you’ll learn best practices for creating winning submissions and how to maximize the return on your investment for rankings.

For those of you at firms that are not currently using directories, this is your chance to learn about new options on the horizon that may be a fit for you.
Date Thursday, February 26
Time 11:30am - 1:30pm
Location McMillan, 1055 West Georgia Street, Suite 1500
Members:  $50

Associate Members:  $70

Non-Members:  $90
RSVP LMA Vancouver Registration Page
Contact Programming Directors
  Gary Mitchell at
Jana Marshall at


Lloyd Pearson

Lloyd Pearson is a legal marketing and directories consultant.  He specializes in helping law firms raise their profile among organizations and publications that rank, analyze, measure and write about lawyers – directories, rankings, listings, surveys, and awards – and related media and communications issues.  Lloyd has worked with legal directories for 17 years and seen the industry from every angle.  He worked at Chambers & Partners for five years, where he was the editor of Chambers Global (including Canada).  Later he moved in-house, first working at London-based Herbert Smith, then to White & Case in New York in 2006 where he became the market’s first full-time law firm legal directories manager.  Lloyd launched his consultancy in 2008 to make the directories process smoother for law firms, and to help lawyers promote themselves to the growing number of listings, surveys and awards.  Since setting up on his own, Lloyd has worked with more than 100 law firms around the world.  Lloyd also speaks and writes about legal directories and media, and his website/blog carries news, advice and resources for law firms engaged in these areas.


Follow Lloyd on twitter:  @lloydtpearson

Jean Cumming Jean Cumming is a lawyer and journalist. She is the Editor-in-Chief and Market Director of Lexpert, which is part of Carswell, the legal publishing business of Thomson Reuters in Canada. Lexpert comprises directories in which lawyers and law firms are ranked on the basis of peer surveys, as well as a magazine, courses and award shows celebrating leading Canadian lawyers and dealmaking. 

She also appears on television current events and news shows, including CBC Newsworld's Morning News and Steve Paikin's The Agenda. Jean is a volunteer member of the Walrus Foundation Advisory Committee, helping with its annual fundraising dinner in the legal community on a topic of business law interest. She is also a member of the Board of Regents of Victoria University in the University of Toronto; and the Eva's initiatives Board of Directors, a not-for-profit organization that combats youth homelessness.

Contact Jean at


Gillian Harvey is a Business Development Specialist at Dentons Canada LLP. Her role is to push forward strategic marketing and business development initiatives at the local, national and global level for Dentons’ National Corporate Group and Media, Entertainment & Sports Group. Gillian works closely with the national lead partners as well as marketing and business development colleagues across Canada and globally, to drive the planning and implementation of the groups’ annual business plans and budgets, among other things, with a focus on attracting, retaining and expanding the firm’s client base.

Gillian’s experience includes having spent nearly seven years living abroad in the UK and the Middle East where she worked for international law firms Clifford Chance, Simmons & Simmons and SNR Denton (prior to its combination with Canada’s Fraser Milner Casgrain LLP (FMC) and Europe’s Salans LLP). She has extensive experience in managing, coordinating and drafting directory submissions.

Contact Gillian at

Heather Rizter

Heather Ritzer is the Communications Specialist at Lawson Lundell LLP where she is responsible for the firm’s communications initiatives. Her experience has largely been focused on external communications, having spent over six years working in public relations and communications. She is particularly passionate about media relations and enjoys helping law firms raise their public profiles and garnering media interest in their lawyers’ practices.

Heather has worked for Peak Communicators, Western Canada’s largest PR firm, where her clients included law firms, financial institutions, mining and oil and gas companies, telecommunications and technology companies, charitable foundations and real estate developers.  Prior to joining Lawson Lundell, Heather worked in the marketing departments at Clark Wilson and Gowlings.

Before starting her career in the legal sector, Heather spent four years as a research assistant at Simon Fraser University where she assisted several professors with book length projects focused in the areas of Restoration and Victorian literature. She holds a Masters in English literature and a Certificate in Public Relations from Simon Fraser University.

Contact Heather at


Lynn Foley

Lynn Foley is a Partner and Co-Founder of fSquared Marketing a consulting and outsourcing firm that specializes in Strategic Planning, Business Development and Marketing for law firms. For more than a decade, she has worked with various directories, their researchers and editors in relation to firm, practice and individual lawyer rankings. Her directories experience in Canada, the US and Europe includes Chambers, Lexpert, Best Lawyers, Legal 500, IFLR 1000 and Benchmark Litigation.

Lynn has 20 years of hands on strategic marketing and business development experience, and has held senior roles at market leading companies including White & Case LLP, JPMorgan Chase, PricewaterhouseCoopers and Bull, Housser & Tupper LLP. Since starting fSquared Marketing, she has worked with numerous National, Regional and Boutique law firms, and their lawyers, to achieve their strategic goals while offering practical, measurable and proven solutions to challenges facing her clients on a daily basis.

She holds a dual concentration MBA in Finance and Media & Communications Management and has been a member of the Board of Directors of the Legal Marketing Association, Vancouver Chapter since 2012. Lynn frequently presents in Canada and the United States on topics associated with legal marketing, business development and digital strategy and regularly contributes to various legal publications and is a columnist for

Contact Lynn at




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Cancellation Policy 
Due to the financial commitments the LMA Vancouver must incur to provide our members with access to programming, we require 48 hours' notice for any cancellations or your cost will still need to be collected. 

We trust you will understand and respect this policy.

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