Senior Vice President
Marketing & Business Development
A true business strategist with 25 years of experience as a law firm marketing consultant, Sue knows her clients’ businesses inside and out. She easily partners with her clients to develop and implement marketing and business development programs that increase the bottom line. As a business development coach, Sue has worked with hundreds of attorneys to systematically enhance their productivity and effectiveness. On a practice group and firm level, she targets specific potential clients and coaches teams through the sales process. This has resulted in numerous big wins and expanded client bases for Jaffe’s clientele.
Sue is a big proponent of digital marketing and is well-versed in website development, e-marketing and social media campaigns. For the past several years, her work has included combining web-based marketing initiatives with targeted business development activities to enhance results.
Named by Lawdragon as one of the top 100 legal consultants in the country, Sue is a founding member and past president of the Virginias Chapter of LMA and has served nationally on the President’s Committee and Member Value Task Force. Before beginning her consulting practice, she was director of marketing for 10 years at McGuireWoods, an AmLaw 100 firm.
“Understanding Analytics: Turning Statistics into Strategy”
Legal Marketing Association – Virginias Chapter, 2013; St. Louis Chapter, 2012; Chicago Chapter, 2012; Indianapolis Chapter, 2012
“Integrating AFAs into the RFP Process”
Center for Competitive Intelligence, 2012
“Quantifying Marketing Results”
Legal Marketing Association – Tampa Bay City Group, November 15, 2011
“Social Networking – Incorporating Technology into Marketing Initiatives”
Metro Richmond Women’s Bar Association, 2011
“Building and Sustaining a Marketing Culture at Your Firm”
Legal Marketing Association – Virginias Chapter Educational Seminar, October 14, 2010
“Cutting-Edge Marketing: What’s Working? What’s Not?”
Association of Legal Administrators – Norfolk Chapter, 2010; Richmond Chapter, 2010; Baltimore Chapter, 2010
“Business Networking: Making it Work for You”
Association of Legal Administrators – Norfolk Chapter, September 11, 2009; Richmond Chapter, 2009
Legal Marketing Association, national conferences (before 2009):
“Social and Traditional Networking: Integration is Imperative,” New Orleans, La.
“Senior Marketers Forum, Learning to Lead,” San Diego, Calif.
“Marketing Staff Management, Issues in Team Building,” Nashville, Tenn.
“Getting a Handle on Strategic Planning,” San Francisco, Calif.
Marketing Partners’ Forum (before 2009):
“Effectively Working with Marketing Partners & Champions,” New York, N.Y.
Senior Marketers Forum instructor, New Orleans, La.
Sue’s knack for law firm marketing stems from her unparalleled ability to connect with people. This talent is rooted in her many years of working in local theater. Early on as an actor and later as a writer, director and producer, Sue collaborated with teams of talented people (ensemble casts) to create an overarching vision for each performance and on individual character development to support the vision.
Sue finds the theater-production process to be uncannily similar to working with law firms regarding goal-setting, strategy development and the assimilation of individual attorney experiences to achieve plan goals. Both processes may initially seem like “herding cats,” but, by understanding the big picture while valuing individual propensities and skills, achieving goals is a snap.
When not busy working with Jaffe clients, Sue enjoys viewing art exhibits, working in and attending theater performances and spending time with her sons.