The Case of Rebuilding the Marketing Function

THE CASE

What arrived on the desk.

Before I joined, the firm had gone through a period of internal transition that disrupted continuity across marketing. What remained was a collection of years-old deliverables, a dated website, and little visible structure for how requests, files, messaging, or decisions were managed. I was not stepping into an established function that needed polishing. I was helping reconstruct one while the work kept moving.

THE EVIDENCE

What turned up.

• Years-old deliverables were still carrying the firm across recruiting, events, and business development.
• The website was dated, difficult to navigate, and organized around an unclear architecture.
• No visible brand system or shared structure for intake, files, approvals, campaigns, or reporting had survived the transition.

THE INVESTIGATION

The strategic read.

Stabilize before modernizing. Recover what could be learned from the remaining materials, create a working structure for the marketing function, then rebuild the brand and website from a documented foundation.

THE MOVE

What I did about it.

• Audited the remaining deliverables, active channels, website, and scattered institutional knowledge.
• Created working structure for intake, files, approvals, campaigns, and reporting while handling day-to-day requests.
• Wrote the brand platform: vision, mission, voice pillars, and a clearer firm-wide message.
• Led strategy and creative direction for the website rebuild, recruiting materials, and repeatable campaign system.
• Directed the brand film and attorney story series, then built reporting so decisions could run on evidence instead of preference.

THE RESULT

Case conclusion.

A functioning marketing foundation where little visible structure remained: current materials, documented workflows, a clearer brand, and a website and campaign system the firm could continue building from.