1. How did you start working in/with the legal marketing industry?
I previously worked in marketing in the financial services industry, primarily in wealth/investment management, and found my way to legal marketing because of my professional services marketing background. I saw it as an opportunity to learn a new industry, with the primary difference being that my clients are now the attorneys and the centers of influences (COIs) are some of my former colleagues.
2. How do you describe your job to people outside of the legal industry?
People outside of legal marketing often ask me why law firms need marketing. When I explain what I do, I say that I am responsible for the firm’s marketing technologies, which includes overseeing and managing the firm’s website, social media, the firm’s CRM database, email marketing, and our annual holiday e-card, which is tied to our CRM. I find ways and help our attorneys use the current technology in their marketing efforts.
3. What’s the best part of your work and why?
I work with really amazing people. I interact with attorneys daily and knowing that I have contributed to an attorney’s success – whether it be in social networking or helping them on a project – is truly one of the best parts of my job. It makes me feel like part of the team and that I create value for the firm.
4. How do you deal with “impossible” situations?
I think we have all had to face “sticky” situations. An email can oftentimes be misread and so, I prefer to pick up the phone to resolve the situation. I also have an amazing CMO who is a great sounding board. And together, we figure out how to diffuse the situation.
5. If you were to build the “perfect” legal marketer, what skill(s) would they most need?
Someone who is willing to learn new things, is detail oriented, organized, and creative - and not just art-creative. Someone who can voice their own opinion and has thick skin. I also think you need to know how to have fun at your job.
6. If you could have any job other than what you currently do, what would that be?
I once told my sisters that if I had a food truck, I would hire them. Together, we would we serve organic, Asian/Mediterranean fusion food
7. What are your passions outside of work?
I like to cook and try different recipes. I like colorful foods and seasonal, fresh items. I also love to travel. I have been to parts of Asia and Western Europe and am going to Costa Rica next year.
8. What’s your favorite guilty pleasure?
This may sound odd, but I don’t really eat chocolate. However, I love red velvet cupcakes! I get a home-baked cake each year for my birthday.
9. Why did you join LMA and is it the same reason you are still a member?
I joined LMA because I was new to legal marketing and I wanted to learn everything that I could (I even bought a law dictionary when I started in this industry and still have it with me today), in addition to having the professional network of colleagues with whom I can reach out and bounce ideas back and forth. It has turned out to be a rewarding experience and I would highly recommend it to anyone new to legal marketing. And yes, I am still a member of the LA chapter and have been involved in my local chapter and beyond.
10. What’s your best LMA memory?
Last year when Jonathan Fitzgarrald handed me an iPad at the annual LMA-LA CME. I have never won anything and everyone around me kept rooting for me with my one ticket. More of a reason for others to attend – you may win something!
Jacqueline Madarang, Marketing Technology Manager
Best Best & Krieger LLP
300 South Grand Avenue, 25th Floor
Los Angeles, CA 90071