SERENA LeGROW
Accokeek,MD
Summary
Experienced global business and analytically-minded client development executive specializing in international business development, strategic planning, CRM, and competitive intelligence. Utilization of persuasive communications, negotiations, and management skills to achieve success in the international legal industry. Offering a unique perspective to law firms through mastery of the complex intersection of client needs, firm business objectives, competitive landscape, and global legal markets.
Overview
29
29
years of professional experience
Work History
Director of CRM and Marketing Special Projects
Arnold & Porter
07.2024 - 07.2024
- Established two client relationship management (CRM) and e-marketing modernization programs, including selection of new platforms, rollout of project management plan, and development of CRM and e-marketing five-year budget.
- Developed high-performing team of internal and external professionals through mentorship, guidance, and opportunities for professional growth.
- Enhanced cross-team collaboration through regular collaboration with other departments, goal setting, and performance evaluations.
- Oversaw daily operations of CRM and e-marketing platforms, including management of all professional contacts, development and execution of business development and other bespoke reports, integration with financial, alumni, experience, and HR databases, and coordination with outside vendors.
- Directed international business development program, with a focus on international strategy for Asia, Latin America and the Middle East.
Director of Business Intelligence & International Development
Arnold & Porter
01.2017 - 07.2023
- Oversaw international and cross-border business development and marketing efforts, including a particular focus on Asia, Latin America, and the Middle East, as well as key international client teams.
- Partnered with firm leadership to analyze and recommend lateral partner hiring strategies and new international office locations.
- Led firm’s business intelligence team, tools and budget.
Senior Manager of Market Research & Business Intelligence
Arnold & Porter
01.2012 - 01.2017
- Oversaw all market research and business intelligence functions, including leading a team of researchers and analysts, managing technology budget associated with market research, and developed templates and products.
- Led client relationship management (CRM) program, including product selection, technology integration, and firm-wide implementation, with over 1,000 end users.
- Advised firm leadership with lateral opportunities and competitive research as part of strategic planning efforts.
- Managed annual client satisfaction survey, including gathering and analyzing data and presenting findings to firm leadership and practice leadership.
- Primary liaison with attorney alumni program, including management of technology integration with alumni software.
- Member of leadership team that planned and executed successful major law firm merger.
Practice Development Manager - Americas
White & Case
01.2007 - 01.2012
- Managed both specific new business development and opportunity pursuit initiatives for practices headquartered in the Washington, DC office.
- Oversaw directories and awards submissions.
- Responsible for post-pitch archiving and management of materials, related communications and knowledge
- Gathered and analyzed competitive and business intelligence and performance data for business and client development initiatives, including for the audit and improvement of regional pitch and proposal processes.
- Developed and managed annual budget for Washington, DC office and related practices.
Business Development Manager
WilmerHale
01.2002 - 01.2006
- Created and managed proposal and business development program. Successfully developed a "Proposal Center" to build pitch books, automate aspects of the RFP life cycle and standardize firm communication tools.
- Key leadership team member during a complex law firm merger, including overseeing BD technology systems integration and collateral materials redevelopment.
- Led a team of professionals throughout the merger process, successfully bringing together individuals from both legacy firms to create a new, united group of business developers.
- Worked with practice group leaders, business developers, attorneys and other professional staff in connection with the implementation of practice group strategic and business plans.
Marketing Manager
ShawPittman (now Pillsbury)
01.1998 - 01.2002
- Managed business development efforts for several practices, specializing in proposal development.
- Developed and executed directories and awards submissions.
- Oversaw business development budget for various practice groups.
English Language Teacher
DaeSung Academy (Korea)
01.1996 - 01.1998
- Taught Korean business professionals conversational English.
Education
Bachelor of Arts - English Language & Literature/Letters
Memorial University of Newfoundland
12.1996
Skills
- Database Design
- Machine Learning Knowledge
- Data Analysis Expertise
- Data Governance
- Advanced analytics
- Big Data Management
- BI Tool Proficiency
- Data Quality Management
- Report Development
- Teamwork and Collaboration
Focusareas
- Strategic business advisor: Develop and implement firm's international business strategy, as well as further develop our international practices.
- Business planning: Develop and manage business plans and align with firm and practice group strategies.
- Analytics: Identify and analyze performance trends essential for keeping current with the business environment, competitive landscape, and innovative business processes.
- Innovation: Cross-functional direction and effective leverage of current and emerging technologies to enhance internal and external client service and business growth initiatives.
- Project management: Manage the entire process of platform selection, integration, and rollout for client relationship management (CRM) and proposal management platforms.
Timeline
Director of CRM and Marketing Special Projects
Arnold & Porter
07.2024 - 07.2024
Director of Business Intelligence & International Development
Arnold & Porter
01.2017 - 07.2023
Senior Manager of Market Research & Business Intelligence
Arnold & Porter
01.2012 - 01.2017
Practice Development Manager - Americas
White & Case
01.2007 - 01.2012
Business Development Manager
WilmerHale
01.2002 - 01.2006
Marketing Manager
ShawPittman (now Pillsbury)
01.1998 - 01.2002
English Language Teacher
DaeSung Academy (Korea)
01.1996 - 01.1998
Bachelor of Arts - English Language & Literature/Letters
Memorial University of Newfoundland
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