(Originally posted June 29, 2022, in the LMA Diversity, Equity and Inclusion SIG Online Community.)
LMA Member Jacob Eidinger shares with us a little bit about himself, including advice for those in legal marketing looking to advance their career and his role as co-chair of LMA's Social & Digital Media SIG.
Please tell us a little bit about yourself.
As the Marketing & Communications Manager at Crumiller, I help victims of sexual abuse and employment discrimination advocate for themselves in the court of public opinion. In my career, I've had the privilege of working closely with litigators on hundreds of high-profile sexual abuse and employment discrimination cases, included litigation against Harvey Weinstein, Andrew Cuomo, Fox News, the NFL, Uber, the Recording Academy and many others. I've also been fortunate to work with activists and change agents to help advocate for policies that make workplaces around America safer, such as the Ending Forced Arbitration of Sexual Assault and Sexual Harassment Act that became federal law in March.
I also am a proud member of the LGBTQ+ community and recently got engaged to my fiancée, Hannah, who fully supports me in my identity as a bisexual man. We've happily lived in NYC for almost 10 years and plan to eventually relocate to southern California where she was raised.
How did you first get involved in legal marketing? What experiences have helped you advance your career and get you to where you are today?
Before I found my way into legal, I had roughly a dozen odd jobs working in restaurants, retail, and New York City nightlife. I also was a marketing manager at a Brooklyn-based trade school for aspiring tattoo artists. Those jobs gave me a solid foundation to eventually work in professional services because I learned skills like communication, time management, and navigating different team structures, in addition to tactical marketing knowledge.
In 2017, I was hired by Wigdor, a small plaintiff-side litigation firm, to establish its marketing department. Coincidentally, that was just a few months before #MeToo began making global headlines. The firm was already doing critical work in the sexual harassment space, but it never had a marketing professional before. It was my job to magnify the impact of the firm's work through highly effective digital marketing and PR strategies. I was very successful to that end and was proud to do meaningful work that contributed to social change on a global scale. I left that firm earlier this year to join Crumiller, a younger plaintiff-side litigation firm with a killer brand that simply needs an extra marketing boost to help get them on the map.
What advice would you give to those in legal marketing looking to advance their career?
Take the time to understand your lawyers' practice areas as much as you can. That means immersing yourself in the relevant laws, trends and issues that keep their clients up at night. Stay curious and don't be afraid to ask questions. Your attorneys will value you so much more if you show a genuine interest in their work.
I also firmly believe effective writing skills are paramount in any professional career. Good writers are in short supply and demand for them is high. Grammarly is an excellent "freemium" resource that can improve your grammar and clarity. Read different sources that target audiences across the business and political spectra to learn how to craft a message that resonates with your intended audience.
Finally: never send an email when you're angry!
Tell us a little bit about your role as the co-chair of LMA's Social & Digital Media SIG?
My SIG co-chair Jennifer Forester and I develop quarterly programming about the ways law firms are leveraging social media and digital marketing to develop new business. We also oversee the LMA Official Facebook Group, which has grown to over 600 members since it was launched last year by our former SIG Co-chairs Meghan Spradling and Katherine Rivera.
We kicked off the 2022 year with our #12DaysRewind social media campaign, a celebration of a longstanding tradition of the "12 Days of Social Media" curated by the SIG.
We also just recently launched the 21-Day Social Media Challenge, a brand-new learning course that dares LMA members to explore new ways of thinking around social media's impact on the business of law. This is something that LMA has never done before and it has been such a privilege to bring people together to learn about social media in exciting new ways.
We have some interesting programming in the works, so stay tuned!
You recently won "Member of the Year" for the LMA New York, can you tell us a little about this.
I am so grateful to LMA New York for honoring me with this award in 2021 after I spent two years as Member Engagement Chair on our Local Steering Committee. So many of us put an extraordinary amount of time and energy into making LMA a place of personal and professional growth, and the value of being an LMA member would not be possible without the hard work of more than 400 volunteers every year. It's vital that LMA continues to recognize those folks that are meaningfully elevating our association and our profession.