Kevin Iredell is the Director of Business Development at Stroock & Stroock & Lavan LLP. He has 20 years of experience in B2B marketing and the legal market. He led the research business at American Lawyer Media for 10 years, growing it from a nascent startup to a competitive intelligence powerhouse serving some of the largest law firms in the world. In this installment of our Positioning Yourself for Success series with leaders in the LMA Northeast Region, learn more about Kevin’s career path and how his LMA volunteer experience helped him make the jump from longtime business partner to in-house marketer.
Tell us how you got involved in LMA leadership? How has the LMA benefited your professional development?
As a marketer I was drawn to the LMA, primarily to network with other marketers. Volunteering for committees, special interest groups and board level positions enabled me to meet more people, which led me to want to be more involved. All of the activities I’ve been involved in with the LMA have helped advance my professional development and my career through learning opportunities, mentoring, coaching and sharing best practices.
How did you get started in legal marketing?
Serendipity. I was working at Lucent Technologies in Murray Hill, New Jersey and was standing in line at the local deli one day, waiting for a sandwich and struck up a conversation with the guy in front of me. He happened to be the HR director at Martindale-Hubbell, and was looking for marketing roles for a small but growing product called Lawyers.com, which was based across the street from Lucent. I’ve been in legal marketing ever since.
What do you think is the key for success as a legal marketer today?
The key to success in marketing is having equal parts knowledge, creativity and emotional intelligence.
Any advice for marketers who are interested in making the leap from the business partner side to going in-house as you did?
Get involved in LMA! While there’s a lot of crossover in marketing strategy and tactics from a service provider and corporate marketing standpoint; there’s really no substitution for working side by side with other legal marketers. My involvement on the LMA Board of Directors and on special committees with in-house marketing leaders introduced me to opportunities that I would not have otherwise been exposed to without LMA.
How do you achieve work/life balance?
What’s that? Just kidding. Work hard, play hard. Put everything into everything you do. There’s no benefit to having credits left at the end of the game.
What do you wish you could tell your younger professional self?
When in doubt, wear the suit. No one ever got in trouble for looking “too” professional.
What is your favorite quote?
Moderation is for monks.