Ms. Roy works with management to define practice development and communications priorities in order to create and execute the most effective supporting campaigns and programs. Leading a six-member Marketing & Events Department, she focuses in particular on the design and execution of client relations and business development strategies, as well as the firm’s inward- and outward-facing promotional and communications plans and platforms, addressing consistency of messaging and positioning throughout various outlets and media. She works to engage all firm legal departments and offices in marketing initiatives and is active in legal marketing professional organizations to keep abreast of industry trends and ongoing developments in the field.
In addition, Ms. Roy collaborates with other administrative departments to handle broader firm projects that involve content development with firm voice and brand reinforcement – for example, serving as a key member of the team that developed and launched the Gibbons Diversity Initiative’s Clerkship to Associate Pipeline (CAP) Program for law students.
Areas of Focus
Marketing Strategy, Practice Development, and Client Relations
Ms. Roy works with firm management to design and execute strategic plans and projects to support business growth, ensuring that all are consistent with the firm’s brand and position, practice strengths, growth strategy, and unique conditions. Throughout the planning and execution of these projects, she addresses such target audiences as existing and potential clients and industry and general business organizations; utilizes research and knowledge management resources and the firm’s client relationship management database; and regularly considers cost/benefit ratios. Such projects may include business development plans for firm offices and practice and industry groups; referral analyses and alumni engagement; competitor analyses and other competitive intelligence; sponsorships and strategic partnerships with professional, business, civic, and charitable organizations; a comprehensive RFP response platform; attorney business development plans and leadership training; client growth strategies, including cross-selling programs; and client services, including in-person and virtual educational, networking, and social events.
Branding, Creative Direction, and Content Management
Reinforcing the firm brand and utilizing the firm voice across all print and digital platforms, Ms. Roy maintains creative, administrative, and analytic responsibility for both broad campaigns and discrete projects, including visual identity and messaging campaigns, advertising, print and digital collateral materials, media and public relations, website, social media, blogs, e-alerts, podcasts, videos, and a firm-wide internal brand messaging platform. She provides primary oversight of creative agencies, directing production and supervising account representatives and creative teams, and she oversees databases of media contacts, calendars, editorial submission guidelines, and advertising specifications.
Credentials
Education
The University of Texas at Austin (M.A. with highest honors)
- The Honor Society of Phi Kappa Phi
- The Kappa Tau Alpha National Honor Society of Journalism and Mass Communication
Washington University in St. Louis (B.A., magna cum laude)
Professional Activities
Legal Marketing Association – National and Northeast Regional Chapters