The Lawyer Management: Ilyashev & Partners

I’m responsible for marketing strategy and planning, budget, overall marketing activities and CRM development. I work closely with partners and lawyers to ensure the marketing strategy is implemented at all levels.


 

Rita Rosen

Describe the key elements of your role:

I’m responsible for marketing strategy and planning, budget, overall marketing activities and CRM development. I work closely with partners and lawyers to ensure the marketing strategy is implemented at all levels.

What have been the key ways you have improved the efficiency of your firm?

Among many tasks, it’s important to create opportunities for growth and development because the firm that stops growing is at most risk of waking up behind the competition. I like the definition that says, ‘a successful company is one that sets the goals higher than yesterday’. Every firm has its own culture, values and goals and the good professional manager is the one who can see the opportunity for growth. Practically, I have increased the firm’s visibility by increasing its marketing activities and the number of brand ambassadors.

What are the primary ways you source various suppliers to the business?

Recommendations from colleagues and people whose opinion I trust plus general information about the service provider including portfolio and clients references. I’d usually make the final decision after meeting with the shortlisted candidates during which I look at how they present themselves, the way they respond to my questions and solutions they provide.

What’s in your in-tray?

I’m working on the marketing strategy for the next six months, thinking about new marketing ideas and the budget for the next year, as well as looking for co-branding opportunities. I’ve been in B2B marketing for more than seven years, using every opportunity to meet new people for mutual development and growth.

What are the most significant external issues that have an impact on your role?

Although the market in Ukraine is competitive and has strong players, we feel comfortable being one of the leading law firms here.

Briefly describe the management structure of your organisation:

It comprises managing partner Mikhail Ilyashev, senior partner Roman Marchenko and partner Maksym Kopeychykov. With offices in Kyiv and Kharkiv, the firm employs 24 lawyers with extensive practical experience in dispute resolution.

How many people do you have in your core team and who are they?

The core marketing team consists of myself and the marketing and the PR manager. For a number of years we have collaborated with a PR agency that helps us maintain extensive coverage in the media. Additionally, we outsource graphic design and web administration. Marketing and PR at any law firm is considered a support function, but first and foremost it is the lawyers who represent the firm, and they should also be considered as an important part of the marketing team. In our marketing activities we work closely with our lawyers, doing our best to create a team to consistently represent the firm and its services as a whole.

What are your team’s core responsibilities?

To drive the core marketing activities of the firm.

Which board/s do you personally sit on?

None at the moment.

Who do you report to?

The managing partner.

Firm facts

Partners: 3

Lawyers: 24

Staff: 55

Offices: Two

Anniversary matters

One of Rosen’s recent most challenging tasks was to organise and conduct Ilyashev & Partners’ 15-year anniversary, a high-profile event that gathered together the firm’s clients from Europe, CIS and Ukraine.

“The challenge was to outdo other events of this kind and create the kind of atmosphere where every guest would remember it for its unique style,” says Rosen. “We received positive feedback from clients.”

Job done.

IT systems

CRM: Legal Svit, from a Ukrainian provider