David Pritchard - Head of Business Development & Marketing, Sintons LLP
Did you always envisage a career in the marketing and media industry?
Not exactly. Like many people who find their true calling, I actually fell into it by accident. My early career was more about understanding people and operations, but once I got a taste of how strategic communication could drive a business forward, I realised that marketing was where I belonged.
What has been your career path so far?
It’s been an evolution. After university, I started in retail management, which was a masterclass in customer behaviour and fast-paced operations. I then moved into marketing for an estate agency, which introduced me to the professional services side of things. That eventually led me into the legal sector, where I’ve spent the last 25 years honing my craft in law firm marketing and business development.
What have been the biggest challenges you’ve faced so far?
In the legal sector, the biggest challenge has been the shift in mindset. Moving from a traditional ‘technical’ approach to a ‘client-centric’ commercial approach isn’t always easy. Navigating the digital transformation of the industry-moving from print and directories to data-driven digital marketing and CRM-was also a significant, yet rewarding, hurdle.
Which fictional media character can you most relate to?
That’s such a tough question. If I’m relating it to law I would say Jessica Pearson from Suits. She operates in the legal world and is the master of the ‘long game.’ She’s disciplined, keeps her cool under pressure, and understands that while the law is technical, the business of law is about relationships and strategy. She’s also her own toughest critic, which is something I definitely relate to.
Who has been your inspiration?
I tend to find inspiration in people who show resilience and adaptability. In a professional sense, I admire leaders who can balance the ‘old school’ values of relationship-building with the ‘new school’ demands of technology. I’m also inspired by anyone who maintains a high level of discipline in their personal life-it usually translates to how they lead at work.
What is your greatest strength?
I think my tenacity. I never give up. Whether it’s a long-term business development strategy or a complex internal project, I see it through to the end. I believe that consistency often beats intensity.
What is your biggest weakness?
I am my own biggest critic. While it drives me to ensure that the work I produce is of the highest standard, I’ve had to learn to step back occasionally and acknowledge the wins rather than just looking for the next thing to improve.
What has been your proudest achievement?
I’m so fortunate to be having and have had such a great career that there are literally too many to mention. However, most recently, winning marketing team of the year at the 2025 North East Marketing Awards was a massive recognition of what we do and the impact we have.
What are your future career aspirations?
My focus is on growth-both for the business and the people within it. I want to continue evolving the business development function at Sintons, growing our market share, and mentoring the next generation of lawyers and marketing professionals so they have the tools to succeed in an increasingly competitive landscape.
What is the best piece of business advice you have been given?
The best advice I ever received was: ‘focus on the value you add, not just the tasks you complete’.
How do you see your industry evolving in the next 10 years?
I think we’ll see a massive shift toward hyper-personalisation through AI and data. Clients won’t just want a lawyer; they’ll want a business partner who anticipates their needs before they even arise. The ‘human element’ will remain the core of legal services, but it will be heavily augmented by technology to provide a more seamless, efficient client experience.
How do you like to unwind?
I’m a big believer in the ‘healthy body, healthy mind’ philosophy. I love being outdoors-whether that’s walking, the beach or getting some fresh air. I’m also quite active with the gym and have recently embraced the challenge of cold plunging, which is a great way to reset. When I’m not doing that, you’ll find me tinkering with cars, travelling, enjoying a glass of white wine or spending time with my family.
sintons.co.uk