For someone who once felt like a “fish out of water,” Tahisha Fugate, Senior Marketing & Business Development Manager at Axinn, Veltrop & Harkrider, has never been out of her depth over the course of an enviable career in legal marketing and business development. On this episode of Leaders With Ambition, she shares with Host Nicky Acuna Ocana her many professional insights – from joining her first law firm to securing an MBA to paying forward the mentorship that helped make possible her successful trajectory. Networking has been key, says Tahisha, in her growth and evolution as a marketing leader who constantly demonstrates that all-important value proposition
You’ll hear about why sustained commitment to diversity, equity and inclusion is a superpower for law firms as well as how the legal marketing space is being changed and challenged by new technologies. Don’t miss Tahisha’s words of wisdom and the vision she brings to her leadership role at the Legal Marketing Association – an organisation to which this Washington, D.C.-based dynamo attributes much of her tremendous – and ongoing – success.
If you enjoyed this discussion, please click here to find previous episodes of Leaders with Ambition.
Key Takeaways:
Starting out
How Tahisha’s childhood TV role models (shout-out to Clair Huxtable) inspired her to pursue something (even if she wasn’t quite sure what) in the legal field.
Uncovering a passion
Why the realm of legal marketing evolved into a passion and the perfect fit for Tahisha’s interests and strengths, including a keen ability to add value.
Bringing the synergy
About the impact a clear marketing and BD strategy can have on the profile, growth and goals of a law firm.
Choosing a path
What early networking did for Tahisha’s understanding of the legal marketing landscape and the career trajectory she pursued, starting at the lowest rung on the ladder.
Culture matters
How Tahisha got “behind the curtain” to understand how law firms operate and the opportunities available to help team members continually learn, develop and grow.
Power of sponsorship
Why mentors and the LMA (Legal Marketing Association) network have been key to developing Tahisha’s confidence and awareness of opportunities.
Paying it forward
About sharing with younger colleagues the professional and personal insights that Tahisha lacked back in her early days of feeling like a “fish out of water” in the legal world
In the community
What it means for African-American lawyers, marketers and other business professionals to show up for and connect authentically with peers.
Changes & challenges
The level and sophistication of marketing technology now commonly deployed at law firms; the role of CMOs as catalysts for change; understanding business and growth opportunities; targeted promotional campaigns with measurable ROI.
Leading by example
How Tahisha regards her responsibility to support junior partners’ professional growth and cultivating healthy workplace cultures.
Intentional inclusion
Why a sustained commitment to diversity, equity and inclusion is integral to the health and growth of legal firms and all organisations.
Mastering change management
What fuels Tahisha’s ability to problem-solve and make persuasive arguments to sceptical attorneys!
Words of wisdom
Expect the unexpected! Whatever your background, stay open to all kinds of opportunities and being surprised in a good way!
Key Quotes:
“Twenty years ago, many lawyers thought that marketing was having their assistants put together a marketing brochure … or giving away tchotchkes at a trade booth. So we have definitely evolved from what it was.”
“(Law firms) started to recognize that they really did need … business development and marketing teams in situ, embryonic and really built into the DNA of the firm.” (Nicky)
“I’m very passionate about everyone having opportunities to grow and learn and develop.”
“If it weren’t for many of the mentors and sponsors I’ve had, I wouldn’t be so far along and I would not have as much awareness as I have.”
“The technical marketing skills are important, but those soft skills – like patience, empathy and tapping into compassion – are also important as well.”
“There’s so much technology and most of our roles haven’t been technically driven. But now we need data and content is king.”
“It’s very important to me at this level of my career to be at a firm that invests in its business professionals and treat them as equals, because we’re all here together and have the same goals in supporting our clients.”
“When you feel a sense of connection to the work that you’re doing and the organisation that you’re doing the work for, you want to stay, grow your career and help the organisation grow.”
“Expect the unexpected. My entire career has been … very unexpected. As someone with my background, it just never occurred to me that I would be in some of the spaces I’ve been able to be in and have the relationships I’ve had.”
About Tahisha:
Tahisha Fugate is the Senior Marketing & Business Development Manager at Axinn, Veltrop & Harkrider, based in the firm’s DC office. She has spent 20 years in the legal marketing industry and joined the Legal Marketing Association in 2003. She has served in various capacities as a member including serving on the Mid-Atlantic Board of Directors, the D&I Committee, and the Education Committee. She currently serves as a board member at large as well as co-chair of LMA’s DEI SIG and on the 2023 Annual Conference Advisory Committee.
About Nicky:
Nicky has led high-performing recruitment teams for over 25 years. As the Regional Managing Director of Ambition UK, Europe & US, she leads a team of highly-skilled recruitment consultants who specialise in Business Services functions within Professional Services and are experts in their niche specialist areas. With an extensive network of senior and board-level contacts, she is also heavily involved in Executive Search, focusing on Director-level appointments across Business Services for a range of Professional Services firms. Follow her 'Leading with Ambition' newsletter here.
