Booster shot: Marketing Section offers tips for keeping your legal edge
September 1, 2023 – Media MentionChief Marketing Officer, Sheenika Gandhi, was featured in Primerus and discussed various aspects of legal marketing.
Excerpts:
Sheenika Gandhi, the chief marketing officer at Los Angeles-based Greenberg Glusker, says she chose to serve on the Primerus Marketing Section executive committee because she enjoys contributing suggestions on trending marketing topics and effective speakers.
“For me, it’s really important to connect with marketing directors or partners at other law firms to see what everybody is working on and what their priorities are,” she says.
Gandhi, who is also an active leader in the Legal Marketing Association, leads Greenberg Glusker’s marketing and business development as well as the firm’s diversity, inclusion, and corporate responsibility initiatives. She started her career in legal marketing after graduating from California Western Law School when she took a job as a website coordinator for an IP law firm as a way of getting her foot in the door. During her undergraduate studies in business and international relations, she had worked in the college’s technology department where she learned HTML and how to update websites.
When she saw the job description at the IP law firm, it seemed like a perfect mix of law, technology, business, and marketing. “This speaks to me,” she thought.
Gandhi joined the firm’s marketing and business development department where she launched and managed the firm’s redesigned website before eventually taking on the responsibility for all of the firm’s digital marketing. Five years later, she was recruited to be the marketing director of a 50-attorney employment litigation firm where she was able to further hone and broaden her marketing skills before joining Greenberg Glusker as CMO, where she has been for four years.
Gandhi sees the Marketing Section as a forum where attorneys and marketing professionals alike can share ideas in particular on how they can best take advantage of Primerus and its resources. Believing it has never been easier for attorneys to engage and participate, she encourages attorneys to “go all in on Primerus and take advantage of every opportunity.”
“The advantage about Primerus is that there are so many ways to be involved,” she says. “You can become a thought leader in a particular subject area through writing, networking, and leadership opportunities.”
One of the secrets to marketing a practice or firm is focusing on what an attorney is good at and comfortable with, according to Gandhi.
“I think it’s about meeting the attorney where they’re at,” says Gandhi, who adds that legal marketing is not one-size-fits-all. “I’m very much of the mindset that I’m going to focus on what an attorney wants to do and is passionate about.”