Mariana Loose is the Chief Marketing Officer at Alston & Bird Law Firm. The firm develops, nurtures, and assembles the strongest legal talent to meet client needs in an ever-changing and fast-paced environment. Alston & Bird has been recognized as one of the nation's top law firms in the 2023 edition of U.S. News Best Lawyers "Best Law Firms."

As Alston & Bird's Chief Marketing Officer, Mariana leads the strategy and execution of the firm's marketing, branding, and business development initiatives. She manages a team responsible for client service initiatives, business development coaching and training, digital and traditional marketing, communications, and public relations. These responsibilities allow her to analyze market trends and conduct intelligence to identify new business opportunities.

With over 20 years of experience as a marketing and business development executive, Mariana is skilled in developing client relationships, increasing brand awareness, and delivering results. She holds an MBA in international business and marketing, allowing her to apply academic concepts to formulate and execute successful marketing and business development strategies for law firms.

In this episode…

Marketing and business development (BD) are integral to a law firm's growth. Yet, many firms lack an adequate understanding of these components and, as a result, separate their marketing and BD departments, leading to siloed strategies. So, how can you leverage these teams to achieve long-term growth inside your firm?

As an accomplished marketing and business development executive, Mariana Loose understands how to identify growth opportunities for law firms. She proposes partnering with marketing and BD teams to communicate ideas and establish crucial business goals to focus your efforts. Once you've developed effective marketing and BD plans for your firm, these departments can help you locate networking and development resources to support your initiatives.

In today's episode of The Lawyer's Edge Podcast, Elise Holtzman chats with Mariana Loose, Chief Marketing Officer at Alston & Bird Law Firm, about developing relationships with marketing and BD teams to grow law firms. Mariana discusses the difference between these functions, the role of communications professionals in law firms, and advice for partnering with BD and marketing professionals to achieve business goals.