Insights from a rising star: Catherine Tsang.

• Position: WINNERS

This year, Catherine Tsang was named the LMA Star--and for good reason. In her previous position as the national director of marketing and client development at Davis in Canada, she developed and implemented the firm's marketing and business development strategies, including brand management, practice and client development, media, public relations and social media. She also helped put processes in place to more accurately measure the impact and ROI of the firm's marketing initiatives.

Tsang's experience transcends the legal field. In addition to her business development, marketing, communications, design and event management skills, she also has a diverse background working in the nonprofit industry. Tsang, now in business development at Simmons and Simmons in London, had been active in the LMA Vancouver Chapter, serving in a variety of roles including communications chair. Read on to see how she got her start in the field and what industry trends she sees on the horizon.

How did you become involved in the legal marketing and business development field?

I fell into it really. I was looking to leave the charity sector six years ago, and my manager at the time came across a position at a regional litigation firm. She forwarded the posting to me and insisted that I apply. I met with an intimidating marketing partner who asked me what my marketing strategy would be for the firm during the first interview! I must have answered correctly because I had a job offer the next day.

What do you enjoy most about this field?

I enjoy the variety that comes with doing marketing and business development in the legal industry. We wear a lot of different hats but that also means that we can shape our role into what we want to make it. I also like the fact that our field is evolving so rapidly. Legal marketing didn't exist 25 years ago. We've come a long way and can expect more advancements in the years to come.

As LMA's 2013 Rising Star, what advice would you give to other young legal marketers in the industry?

Get involved and find a mentor. The best way to build your network and develop your skills is to participate in your community (industry or charity). It allows people to get to know you and what you are capable of. Mentors are also fantastic for providing guidance...