Caroline Smith - Marketing Director, Swinburne Maddison
What are the main marketing priorities you are focused on in your current role?
My main priorities are raising the profile of Swinburne Maddison, making sure our marketing activity supports the firm’s strategic goals, and helping our teams communicate clearly with existing and prospective clients. In a professional services environment, it is important that marketing builds trust, strengthens relationships and shows the value of our expertise.
How would you describe the scope of your current marketing role and the areas you lead day to day?
My role covers a broad mix of strategic and handson marketing activity, from brand, campaigns and communications through to events, content, digital marketing and business development support. Day to day, I help shape how the firm presents itself, support lawyers with client-focused activity and make sure marketing is aligned with the needs of the business.
How has marketing shaped your career across different sectors?
One of the things I have enjoyed most about marketing is that it has allowed me to build a career across a really varied mix of sectors. I started my career in finance, then moved into outdoor, sports and fashion before working in professional services. That breadth has given me a strong appreciation of different audiences, brand personalities and commercial priorities, while also showing me that good marketing principles carry across every sector.
Which brands or campaigns influence the way you approach your current role?
I am influenced by confident brands that communicate clearly and consistently. In professional services, the strongest marketing is often not the loudest, but the most trusted and useful. I look to organisations that balance expertise with a human tone, and that make complex information feel accessible and relevant.
What strength do you rely on most in your current marketing role?
I rely most on being able to see the bigger picture while still paying attention to the details. Marketing in a law firm has to be commercially focused, but it also needs consistency and care. I think my strength is joining those things together and helping turn ideas into practical, effective activity.
What recent marketing achievement or project in your current role are you proudest of?
The achievement I am proudest of so far is the rebrand project. It has been a significant piece of work because it goes to the heart of how the firm presents itself, how people understand who we are, and how we communicate our values. It reflects who Swinburne Maddison truly is – the people, the culture our history and brought this together consistently, in a way that should have a lasting impact.
What piece of advice shapes how you lead marketing now?
A piece of advice I was given at Berghaus, and which has carried across every sector I have worked in, is to keep the client or customer at the heart of everything you do – it sounds obvious but it’s amazing how quickly focus can move away. That has stayed with me because, regardless of the sector, effective marketing must start with understanding the audience. It is easy for marketing to become busy, but the most effective work is purposeful. I try to keep asking what our clients need, what we are trying to achieve, who we are speaking to and what action or impression we want to create.
How do you see the marketing landscape changing, and how is that influencing your current strategy?
The marketing landscape is becoming more digital, more content-led and more focused on authenticity. For a law firm, that means clients and contacts want useful insight, clear communication and a sense of the people behind the expertise. That is influencing my approach by continually demonstrating our experience and knowledge, stronger brand positioning and more joined-up activity across channels.
How do you stay energised and creative alongside the demands of your marketing role?
I’m an extrovert, so I enjoy being around people, collaborating and feeding off the energy of others. Working for a dynamic business of around 100 people keeps work interesting, because there is always a good balance between strategy, deadlines and detail. I find the creative side of brand, content and campaigns really motivating. I also have a life outside of work with hobbies and interests that keep me active and I really value the perspective that gives me.
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