2021 LMA Annual Conference | October 22-24, 2021 | The Diplomat Beach Resort, Hollywood, Florida



Connections Are Coming Your Way... in Person!

We all could use something positive to look forward to, and there is little that I am personally more hopeful for than the prospect of getting back together — in person — with the LMA community this fall.

On behalf of this year's amazing Annual Conference Advisory Committee, it is my honor and privilege to share that we are planning to convene the 2021 LMA Annual Conference at the sun-drenched Diplomat Beach Resort in Hollywood, Florida from Friday, October 22 to Sunday, October 24.


Meet the 2021 LMA Annual Conference Advisory Committee


Mark Chandler

Mark Chandler
Executive Vice President, Chief Legal Officer and Chief Compliance Officer

Mark Chandler is Executive Vice President, Chief Legal Officer, and is also Cisco's Chief Compliance Officer. In these roles, he oversees Cisco's global legal activities and policies, as well as ethics, compliance and regulatory affairs, employee relations, investigations, and brand protection. He has been General Counsel since 2001. Previously, he was Managing Attorney for the Europe, Middle East, and Africa region, based in Paris. A primary part of his focus is developing solutions to simplify the support for Cisco's sales and services transactions, including process automation and anticipation of future transactional needs.

Chandler joined Cisco in 1996, when Cisco acquired StrataCom, Inc., where he had been general counsel. Prior to StrataCom, he served for six years as vice president of corporate development and general counsel for Maxtor Corporation, a Fortune 500 hard disk drive manufacturer.

Chandler is a member of the Dean's Advisory Council for Stanford Law School, the Board of Directors of the Law Foundation of Silicon Valley, and the Board of Trustees for Belmont Hill School in Belmont, Mass. He previously served as a member of the U.S. Department of Commerce Manufacturing Council, member and chairman of the City of Palo Alto Planning Commission, and member of the Palo Alto Utilities Advisory Commission. In spring 2016, he was a Lecturer in Law at Stanford Law School. In 2010, The National Law Journal named him one of the 40 Most Influential Lawyers of the Decade, and in 2013, American Lawyer numbered him among the Top 50 Big Law Innovators of the Last 50 Years.

Chandler received a JD degree from Stanford Law School in 1981 and a BA degree in economics from Harvard College in 1978.

Catherine Zinn

Catherine Zinn
Chief Client Officer
Baker Botts

As Baker Botts Chief Client Officer, Catherine Zinn oversees Baker Botts sector-focused client relations, marketing and communications functions, globally. Catherine and her team ensure the firm is a steward of our clients' businesses. Catherine commits a significant portion of her time connecting high profile executives, alumni, and other friends of the firm to jobs and to public company board seats, with an emphasis on diversity.

Previously, Catherine was a member of the Executive Staff at Orrick and held senior client relations roles at DLA Piper and JAMS. With 20+ years of experience doing professional services sales, Catherine has built a reputation as a “super-connector” throughout the legal, tech, and financial services industries.

Catherine has been recognized as a Woman of Influence by the Silicon Valley Business Journal and as a Woman of Achievement by Legal Momentum. In January of 2015 she was inducted into the International Women’s Forum and in 2016 joined American Leadership Forum’s roster of senior fellows along with other top c-level executives and community leaders.

Catherine served on Hillary Clinton’s National Finance Committee, Barack Obama’s National Finance Committee, and as the National Chair of Lawyers for Obama.

Catherine was a three-sport varsity athlete in college, tennis instructor, personal trainer, and head coach of a top ranked high-school tennis team in Washington, DC. 


Board Liaison

Kelly MacKinnon

Kelly M. MacKinnon
Director of Business Development
Fried, Frank, Harris, Shriver & Jacobson LLP

Kelly MacKinnon is the director of business development at Fried, Frank, Harris, Shriver & Jacobson LLP, where she oversees the firm’s business development and visibility initiatives. Previously, she held senior positions on the business development teams at Cleary Gottlieb and Paul Weiss. Preceding her legal marketing career, Kelly worked in the broadcast department for the National Hockey League, in marketing at Bon Appétit magazine, and she coached women’s ice hockey internationally. Kelly has been an active member of the Legal Marketing Association since 2008, holding various board positions at both the international and local levels. She is the incoming 2021 international president. She received her BA from Brown University in American history and business, and was a four-year Division 1 athlete playing both field hockey and ice hockey.

Committee Members

Justin Edmondson

Justin Edmondson
Director of Client Relations
Covington & Burling LLP

Justin Edmondson joined Covington as Director of Client Relations in 2017 and has global oversight of the firm's key client program, market research function, and client feedback initiatives. Mr. Edmondson coordinates directly with the chairman, senior management, and other key attorneys to ensure an organized and client-centric strategy is developed and executed in expanding relationships and service offerings with the firm’s top clients.

Prior to joining Covington, Mr. Edmondson was with another AmLaw 100 law firm from 2011 to 2017. Mr. Edmondson started at Hogan Lovells’ as their first client-facing senior executive spearheading business development and targeting efforts in the New York Office and then became a Client Development Director leading the firm’s key client program and client feedback initiatives in the U.S.

Before entering the legal industry, Mr. Edmondson worked at Deloitte from 2005 to 2011 and developed and drove the marketing strategy for its think tank in financial services and also supported client accounts, communications campaigns, as well as produced high-profile corporate events and thought leadership. He also worked at Thomson Reuters from 1999 to 2005 and was a key sales and marketing resource for their syndicated loan and high yield bond team.

Mr. Edmondson earned his Master’s Degree in Marketing Strategy and Management from Fordham University’s Gabelli School of Business (2009) and his B.A. in Economics from the University of Pennsylvania (1999). Mr. Edmondson and his wife live on Long Island with their three children.

Moses Ehlers

Moses Ehlers
Marketing Manager
Fish & Richardson

Moses Ehlers is the Marketing & Communications Manager at Robins Kaplan LLP. His knowledge of the power of marketing is helping attorneys maximize their professional credibility and enabling the firm to define and achieve new brand goals. As a leader with years of experience in the legal marketing profession, he is adept at aligning and empowering his team to achieve identifiable marketing goals and objectives.

Moses prides himself in having the coaching and people management skills that allow him to take ownership of projects, work with a variety of personalities, and drive the team to succeed in any tasks that come their way. These skills have allowed him to deliver measurable results across a wide variety of industries including law, broadcast TV, human capital management, education, and entertainment.

Moses’ fascination with marketing is more than a 9-5 one. In addition to his work at Robins Kaplan, he actively engages in trending marketing topics, including through his role as a member of the Legal Marketing Association’s Steering Committee. His friends would say that he is definitely a marketing/tech geek!

Luke Ferrandino

Luke V. Ferrandino
Chief Marketing Officer
Paul Weiss LLP

Luke V. Ferrandino is Chief Marketing Officer of Paul, Weiss, Rifkind, Wharton & Garrison, LLP.  In this role, he oversees the firm’s Business Development Department, which is responsible for guiding and supporting the firm’s business development, marketing, communications, client development and branding efforts.  Prior to his joining Paul, Weiss, Luke was head of marketing at Fried, Frank, Harris, Shriver & Jacobson LLP.  Prior to that he was business development director at Paul, Weiss.  Earlier in his career, he worked in business development roles at Sherman & Sterling LLP and Davis Polk & Wardwell LLP.

Luke speaks frequently on legal industry business development and marketing topics, including at recent events hosted by Legal Marketing Association (LMA), Sandpiper Partners and Ark Group.

Luke received his MBA from Fordham’s Gabelli School of Business, with a concentration in marketing and finance.

Sheenika Gandhi

Sheenika S. Gandhi
Director of Marketing
Greenberg Glusker Fields Claman & Machtinger LLP

Sheenika S. Gandhi leads the development, oversight and implementation of the firm’s strategic marketing and business development objectives as the Director of Marketing at Greenberg Glusker LLP. She is a strong project manager, creative thinker, and a trusted adviser for the firm’s attorneys and management. Her recent notable projects include: an integrated thought leadership strategy, a business development coaching program, and centralized budget and operational processes.

Prior to Greenberg Glusker, Sheenika held positions at Payne & Fears LLP and Knobbe Martens. Sheenika is a licensed California attorney, received her J.D. from California Western School of Law, and dual bachelor degrees in Business Administration and International Relations from the University of San Diego. She is an active leader and volunteer with the Legal Marketing Association and a founding member of the Gujarati Society of Southern California.


Morgan Horvitz

Morgan L. Horvitz
Chief Client Relations and Business Development Officer
Galloway, Johnson, Tompkins, Burr & Smith

Morgan Horvitz is the Chief Client Relations and Business Development Officer at Galloway, a Gulf South-based litigation firm. Morgan has more than 19 years of progressive experience in business development, client relations and integrated marketing communications, with 14 years working with law firms ranging from the AmLaw 100 to practice-specific boutiques. Prior to her legal marketing career, Morgan worked on-air and in the marketing and promotions departments of various local television and radio stations in Oklahoma. Morgan has been actively involved in the Legal Marketing Association since 2007, holding various board positions at both the local and regional levels including President of the Southwest Region. Morgan received her BA from the University of Oklahoma in Broadcast Journalism and her MA from Emerson College in Integrated Marketing Communications.


Tracy LaLonde

Tracy LaLonde
Managing Partner
Xaphes, LLC

Tracy helps lawyers become phenomenal public speakers and business developers.

Tracy has been interested in public speaking as a specific skill since she was 12 years old and has been engaged in professional public speaking in a variety of contexts for 25 years. She focuses on helping lawyers place an emphasis on their listeners in order to create a memorable experience and leave them wanting more. Additionally, she helps lawyers conquer nerves so that they can deliver an authentic and powerful message.

Tracy has helped lawyers generate revenue for 14 years.  She works with lawyers to incorporate discipline and authenticity in relationship building and maintenance, and rather than pushing lawyers to just “ask for the business”, she shares a proven sales process that focuses on the lawyers solving problems for their clients.  She takes the guesswork out of selling so that lawyers can improve their win rates. 

Tracy’s background includes 8 years in the high-tech consulting industry and 19 years in the legal industry.  For six of those years, she worked in professional development at three AmLaw 100 firms, and thirteen years as a consultant to lawyers at firms of all sizes and geographies.

Tracy started Xaphes in an effort to combine her passion for and experience in public speaking and business development with her priority values of joy, excellence and authenticity. Tracy wants to help lawyers rise above the rest and harness their authentic confidence to be phenomenal versions of themselves.

Originally from Chicago, Illinois, Tracy has lived in Southeast Florida since 2011 when she realized that year-round color brings her more joy. She is an avid exerciser, budding golfer, habitual fiction reader, part-time foodie and amateur mixologist. She tries to infuse joy, excellence and authenticity into her every day and realizes that it is much more of a journey than a destination.


Gina Rubel

Gina Furia Rubel
Furia Rubel Communications, Inc.

Law firm and corproate leaders call on Gina Rubel for high-stakes public relations, crisis planning, and incident response support including high-profile litigation. A crisis management expert, Gina has handled everything from mass layoffs and #metoo allegations to firm litigation and trial publicity. Gina founded and serves as CEO of Furia Rubel Communications, an award-winning PR and marketing agency. The full-service, women-owned certified company is listed among the leading agencies by the National Law Journal.

Gina’s legal background complements her unparalleled intuition as a client advocate and business diplomat, allowing her to partner with clients to achieve their objectives and manage their reputation. A nationally sought-after speaker, Gina reveals the secrets to law firm communications and crisis planning in her book Everyday Public Relations for Lawyers, Volume 2, available at www.attorneyatwork.com/law-practice-book/everyday-public-relations-for-lawyers-2nd-edition/. Listed among the Lawdragon Global 100 Leading Consultants and Strategists to the Legal Profession, Gina is an active member of the LMA for which she serves on the Ethics and Advertising Advocacy Group and she is the Philadelphia Bar Association Law Firm Risk Management Committee Co-chair.

Don Smith

Don Smith
Chief Talent & Inclusion Officer
Crowell & Moring, LLP

Don Smith is the Chief Talent & Inclusion Officer at Crowell & Moring, LLP. In this role, Don leads the firm’s talent management initiative, creating strategies and programs to maximize talent acquisition and development, improve diversity, and foster an equitable and inclusive work environment. Don oversees non-partner recruiting and professional development training and programming, including performance evaluations, non-partner compensation, and mentoring, sponsorship and coaching, ensuring that diversity, equity, and inclusion remain central to each of these efforts.

Prior to joining Crowell & Moring, Don was the Director of Professional Development and Diversity at Fried, Frank, Harris, Shriver & Jacobson LLP. Don previously worked as a corporate attorney in the New York office of Fried Frank and the Washington, D.C. office of Manatt, Phelps & Phillips, LLP, specializing in mergers and acquisitions, private equity, capital markets, and venture capital work. Don received a B.A. from the University of California, Berkeley and a J.D. from Howard University School of Law. Don currently serves as the Immediate Past Chair of the Professional Development Consortium (PDC) Board of Directors and is an active member of the National Association of Law Placement (NALP).

Why Attend

Annual Conference Attendees Share Their Thoughts

The LMA Annual Conference is an event I look forward to attending every year! It's my most important opportunity to network with other legal marketing professionals from around the globe, learn from real-world case studies, and discover the best new marketing tools for my firm. The connections I've made at the LMA Annual Conference over the years have become more than just professional contacts - they're a network of lifelong friends
- Jennifer Griffin Scotton, Director of Marketing and Business Development, Brooks Pierce


This is my first time attending LMA and I must say, I'm impressed by how organized and fun it is despite being virtual. I've had the pleasure of connecting and meeting great people who are smart, bright, and funny. As a young professional, I'm very grateful that my job signed me up because this has been a wonderful experience.”
- Shania Jackson, Assistant Account Manager, Berbay Marketing & Public Relations Firm


This was my first time attending a virtual conference as an attendee, and it was amazing! I wasn't quite sure what to expect, but everything was seamless and very well-run. I was impressed! Kudos to all the hard work that everyone put in behind the scenes - it is appreciated so much! This is very different than when I attended last year in Atlanta, but you could still feel the comradery and energy of the group. I'm so glad to have been able to take part.
- Stephanie Hughes, Marketing Manager, Hill Ward Henderson

This conference has been wonderful! I have gained valuable professional advice, and had the opportunity to network with my peers. This was an amazing accomplishment in the age of COVID, and I am thankful to be extended the opportunity to take part.
- Allison Weaver, Practice Management Coordinator, Davis Wright Tremaine LLP


I have to be honest that I was somewhat tentative about this year's virtual format...but I actually enjoyed it tremendously. The educational content was top notch, but also the inclusion of various wellness programs during the day and evening were helpful and memorable and should be continued just like any other offering from the organization. I was able to jump from breakouts into networking within seconds (I met old friends and new contacts even "across the pond!"). I also was able to make efficient use of time in the expo hall and set up follow up meetings instead of trying to stand in line or talk around someone. The technology worked very well and between the ACI folks and Rob Kates, was seamless both as an attendee and presenter. Excellent, bravo and give yourselves a bit pat on the back.
-Jeanne Hammerstrom, Chief Marketing Officer, Benesch


This was my first LMA experience. My colleagues have attended every year, but this year, I was fortunate enough to attend. Put simply, it's been a great week. Great speakers, presentations, topics, socials, etc. It's been everything I could've imagined - and more. I've made several new professional connections, and I've learned so much from some incredible people. The 1:1 speed networking was a fantastic tool, and it was wonderful to get to meet new people and learn about their careers and experiences.
- Michael Panelli, Account Executive, Blattel Communications

I attend to find out about trends, new opportunities, hear best practices and obtain a better understanding of how I can better support my Marketing Director
- Susan J Abraham, COO/CFO, Frantz Ward LLP, 2019


I value peer interactions, career development, all of the education and the chance to 'sharpen the saw'/get out of the office. This conference is so valuable!
- Sarah Holland, Marketing Director, Knox Mclaughlin & Gornall & Sennett PC, 2019


I attend the LMA Conference to stay up to date with current legal marketing practices. Plus I always hear about new strategies and technologies, which I can the take back and implement at my firm.!
- Julia Cottrell, Chief Strategy Officer, Matern Law Group PC, 2019


The Annual LMA Conference is the only industry opportunity to hear about upcoming changes and best practices, while getting the chance to network and build relationships with my peers.
- Melissa Smith, Marketing Director, Hinkle Law Firm LLC , 2019


It's a great opportunity to network with peers & evaluate vendor opportunities.
- Alison Janzen, Director of Marketing & Business Development, Torkin Manes LLP, 2019


I attend LMA to learn about new ideas in the legal marketing world, to learn about best practices, pin points and the future of legal profession. Additionally, expo hall always offers a great overview of all technology available for legal marketers.
- Olga Kovaleva, Relationship Marketing Manager, Manley Deas Kochalski LLC, 2019


The best thing about the LMA Conference is that colleagues from around the world are willing to share their best practices and help others do their jobs better.
-Bobbie Conklin, Business Development Manager, Steptoe & Johnson PLLC, 2019


“As a first-time attendee, there is no a single area of interest I hoped to deepen my awareness of that has not been covered. Bravo!”
- Larissa Pergat, BD & Marketing Manager, Beccar Varela, 2019

As someone new to the legal industry and my first time at LMA I was impressed with how well it was organized, how easy it was to navigate and how much fun it was! Oh, and I learned a ton!
- Brenda Poor, Communications Specialist, Lathrop Gage LLP, 2019


The thing I was told when I entered the Legal Marketing Industry 20 years ago was 'Join LMA' and 'Do the Annual Conference' I did both and they are invaluably linked to the success of my career. I always learn so much and now share as much.
-Tom Mariam, Associate Director Communications, Jones Day, 2019


There are many conferences out there for marketing professionals, but this is the only conference relating to our niche. Legal Marketing is no easy feat, but I am empowered leaving here today.
- Christine Mosley, Marketing Manager, JND Legal Administration, 2019


They say two heads are better than one; hundreds of like minds are exponentially better! I love sharing ideas, strategies, experience, and yes sometimes share the pain, with my LMA colleagues.
- Katherine Hutchinson, Business Development Specialist, Stikeman Elliott LLP, 2019


After each conference I come back to the office re-energized and inspired by what I've learned and who I've connected with at the Annual Conference.
-Kaley Green, Manager Marketing & BD, Fogler Rubinoff LLP, 2019


The LMA Annual Conference is unquestionably the most valuable, helpful and insightful gathering of legal marketers - I always return to my firm with new ideas, creative solutions, fresh perspective, and deeper understanding.
- Nicholas Hampton, Senior Marketing Coordinator, Mitchell Silberberg & Knupp LLP, 2019


I am attending LMA as a first-timer, but it feels like my 100th. This is because everybody I have met - all ages, stages, executive levels, and locations- has been nothing but supportive, collaborative, curious and welcoming. I am learning from everybody; their passion for their work & to acquire more knowledge in both their jobs and the industry as a whole is contagious & inspiring.
- Jill Zwetchkenbuam, Client Relations Specialist, Goulston & Storrs PC, 2019

The LMA Conference inspires me to go back to my firm with fresh ideas and renewed enthusiasm.
- Kathy Kildea, Marketing Director, Goodman Allen Donnelly, 2018


I attended the LMA conference to learn about new trends in the legal marketing community and connect with peers.
- Denice Jayaram, Business Development Manager, Stinson Leonard Street LLP, 2018


I am so happy I attended my first LMA conference this year! I came to network and learn. I'm leaving with so many new tools and fantastic friends!
- Michelle Finkbeiner, Director of Practice Development, Jackson Kelly PLLC, 2018

The LMA conference allows me to connect and network with my peers from other firms to learn, share and take back ideas that I can implement right away.
- Stefanie Knapp, Senior Digital Marketing Manager, Allen Matkins, 2018


The LMA Annual Conference is the gathering of professionals and friends that I most look forward to throughout the year!
- Tasneem Khokha, Managing Director, GrowthPlay, 2018


Attending the LMA Conference gives us the opportunity to hear from thought leaders and subject experts on trending topics at law firms.
- Jerry Young, Sales Executive, Thomson Reuters, 2018

“The ability to reconnect with colleagues across the US and meet new people is invaluable at this conference”
- Jennifer Larivee, Director of Marketing, Akin Gump Strauss Hauer & Feld LLP, 2018


“I am new to legal marketing and a solo marketer, so LMA is essential to my success.”
- Katelyn Smith, Marketing Director, Anderson & Kreiger LLP, 2018


“The learnings are on trend, the speakers are expert and the networking and community are outstanding!”
- Dianne Rychlewski, Director of  Marketing & Business Development, Bax Securities Law, 2018


“I attended the conference to broaden my network and to learn tips and tricks to help me navigate the legal marketing world!”
- Kina Thornton-Frazier, Marketing Manager, Bayard, 2018


“(As a) first timer, (I attended) to learn more about what business development and marketing efforts are being used successfully in different areas.”
- Alex Kemp, Director of Marketing & Business Development, Bernstein Shur, 2018


“I attend the LMA Annual Conference not only for the informative sessions, but the networking, which is priceless!”
- Kelli Berry, Director of Client Development, Burch, Porter & Johnson, 2018


“The LMA Conference exceeded my expectations.”
- Danica Little, Attorney, Danica Little Law, PLLC, 2018


“The topics are always fresh and engaging. Speakers are well-vetted and are true experts. I also love catching up with colleagues at other firms.”
- Sarah Adams, Marketing Manager, Ford Harrison LLP, 2018

“(I attend) to stay up-to-date with latest trends and technology specific to law firms - the exhibitor hall is critical to that as well.”
- Cheryl Hanley, Director of Marketing and Business Development, Frantz Ward LLP, 2018


“LMA is a great opportunity for us to connect with our customers, partners and prospects”
- Dan Dowling, Director of Marketing, Introhive, 2018


“This was my first time attending LMA and I found it to be very informative… It was a wonderful opportunity to meet other LM professionals and I am returning to Kutak Rock invigorated.”
- Sherida Raymer, Business Development Manager, Kutak Rock LLP, 2018


“LMA provides continuing marketing education. I attended… because I wanted to grow and learn ways in which I can contribute to the professional industry.”
- Melanie Canto, Martech Coordinator, Lowenstein Sandler LLP, 2018


“ We primarily work with law firms. Great event, very well organized, excellent audience, hits our sweet spot.”
- Barbara Ozimic, Marketing Manager, OnePlace, 2018


“ (I attend for) our LMA family and sharing. The relationships I make and strengthen are my favorite LMA benefit.”
- Helena Lawrence, Senior Manager, Orrick, 2018


“After 15 years in the industry, I find the LMA conference helps me re-energize and get excited about the legal industry and my role at my firm.”
- Tamara Bergstrom, Marketing Manager, Varnum LLP, 2018


“To interact with individuals from other firms and exchange ideas about marketing trends, etc.”
- Tarra Jenkins, Regional Director of Client Services & Development, Vernis & Bowling, 2018

It's the place for education and networking. A wonderful opportunity to be around the best in the industry
- Debbie Leitner, Practice Manager, Katten Muchin Rosenman LLP, 2017


The networking is so extensive and I always return to work re-energized!”
- Kristen E. Held, Business Development Manager, Ballard Spahr LLP, 2017


As someone new to legal marketing, the annual conference has proven invaluable to building a national group of peers.
- Katie J. Davis, Client Relations Director, Armstrong Teasdale, 2017


“One of the best conferences I’ve been to in a while – full of smart people, cutting-edge topics, and great friends.
- Lindsay Griffiths, Director of Global Relationship Management, International Lawyers Network, 2017


“I have been attending the LMA Annual conference for many years — the sharing of knowledge by the leaders in our field is invaluable.
- Tammy Mangan, Chief Marketing Officer, Cole Schotz P.C., 2017


“Whether it's your first, fifth or twenty-fifth conference, you will learn a lot!”
- Linda Ficano, Director of Business Development & Marketing, Fitzpatrick, Cella, Harper & Scinto, 2017


 “The LMA conference provides all who attend an opportunity to learn about cutting edge marketing techniques, hear about “what’s next,” network and listen to leaders in the industry. It's a privilege to attend this amazing event!”
- Mary Hamilton, Marketing Manager, Rogers Towers, 2017


[I attend] to learn outside of the bubble about what others are doing to be effective!”
- Kris Long, Director of Marketing, RCO Law, 2017

“LMA is my community for professional development, industry information, and inspiration.”
- Amy Verhulst, Senior Marketing Manager, Coats Rose, 2017


"Interacting with my peers and sharing best practices makes me a better marketer."
- Leslie Gross, Director of Communications, Saul Ewing, 2017


"This conference provides in abundance — inspiration and insight on new and different ways to build our firm's brand recognition and improve its business development processes."
- Renée Miller-Mizia, Esq., Chief Marketing Officer, Dechert LLP, 2017


The LMA Annual Conference is the greatest way to learn the latest approaches and tools to advancing my firm’s marketing and business development efforts. Plus, it’s a fabulous opportunity to connect with colleagues from all over the country.
-Mary A. Che, Vice President of Marketing, Connell Foley, 2017


The LMA Conference is the invaluable educational and networking event of the year. Regardless of your law firm or your administrative function, you will take something away.
-Megan McKeon, Practice Manager, Katten Muchin Rosenman LLP, 2017


Because it's the place to recharge my legal marketing batteries!
-Lance Godard, Practice Group & Industry Team Manager, TerraLex, 2017


“I have attended LMA's Annual Conference every year for the past 10 years. It is second-to-none for networking, content, education and sharing ideas and best practices across legal marketing, operations and business development.”
-Kevin Iredell, Director, Research & Market Intelligence, Greentarget, 2017

Frequently Asked Questions

2021 LMA Annual Conference FAQs


What are the dates for the 2021 LMA Annual Conference?

The annual conference is now scheduled to take place Friday, October 22 to Sunday, October 24 at The Diplomat Beach Resort in Hollywood, Florida.

Please look out for further event updates in your inbox, on the LMA LinkedIn page and on the conference website.

Where will the 2021 LMA Annual Conference be held?

We are thrilled to announce that the 2021 LMA Annual Conference will be held at The Diplomat Beach Resort in Hollywood, Florida — convenient to both Ft. Lauderdale and New Miami International Airports.

The Diplomat is considered the ultimate South Florida resort by the sea, voted one of the top 10 resorts in Florida by Condé Nast Reader's Choice in 2019 and 4-Diamond rated by AAA.

Outside of being set up exactly for our event needs, The Diplomat is an ideal setting at a time when we all could use a little rest, reprieve and rejuvenation to aid in our well-being and ability to operate at our best as professionals.

When can I expect to book a reservation at the conference hotel, The Diplomat?

You can book your reservation today! We are excited to share that LMA has secured an advantageous room rate for LMA Annual Conference attendees at The Diplomat Beach Resort in Hollywood, Florida. Stay steps away from the action by reserving your hotel room at The Diplomat at a special discounted rate of $299 per night. This special LMA rate is available until September 10, 2021, or until rooms sell out, whichever occurs first.

To book a room, click here.

What measures will be put into place to protect the health and safety of attendees?

Your safety and peace of mind is core to how we are planning this year's event, and we are developing protocols and procedures based on the advice of health authorities and event best practices to provide a safe, invigorating experience. More information will be shared with all attendees, sponsors, exhibitors and speakers closer to the event.

Who is on the 2021 Annual Conference Advisory Committee?

The 2021 Annual Conference Advisory Committee (ACAC) is led by Kelly MacKinnon as the Board liaison and liaison to the ACAC. We are honored to have the ACAC co-chaired by Mark Chandler (Executive Vice President, Chief Legal Officer and Chief Compliance Officer at Cisco) and Catherine Zinn (Chief Client Officer at Baker Botts), and to have seven strategically minded ACAC members to rethink and build upon what has been done in the past to create a program in 2021 catered to the diverse and changing needs of the LMA community.

Get to know the full ACAC by reading their bios.

When will more information about the agenda, sessions and speakers be available?

The Annual Conference Advisory Committee is hard at work in developing a totally reimagined conference. As we plan the event, we're keeping these words in mind — rise, refocus and reconnect. These themes will help us to provide a warm, welcoming and collaborative environment and the educational content that will help you develop strategic planning, overcome your current challenges, increase your professional opportunities and raise the bar for our industry.

Programming updates will be shared on a rolling basis, starting as early as March up through the event. Please look out for programming updates in your inbox, on the LMA LinkedIn page and on the conference website.

Who should I reach out to for more conference-related questions?

The LMA team is here and ready to assist you. Reach out via email (membersupport@legalmarketing.org) or phone (1-312-321-6898) with any conference questions you may have — from programming to sponsorship opportunities to exhibiting and more

Registration Information


When will registration launch?

Registration for the 2021 LMA Annual Conference opened on Wednesday, February 17 for LMA members, with a member-only early access pass. Registration will open to all other interested individuals in May. View more registration information on the LMA website.

I had my registration rolled over to 2021 already. Do I need to re-register for the new dates?

All existing 2021 conference registrations will be transferred to the new conference dates, Friday, October 22 to Sunday, October 24, 2021. Should you wish to update or change your conference registration, please contact the LMA team at membersupport@legalmarketing.org or call 1-312-321-6898. More programming information will be communicated soon.

We understand that travel and attendance at a conference may be uncertain. See more information about LMA's registration change policies here.

What is the policy if I want or need to change my registration?

We want to assure you that you can secure your place at the LMA Annual Conference, knowing that your investment won't be lost should your in-person attendance no longer be possible.

As we are all facing uncertainty due to COVID-19, we will offer a no-fee cancellation option until Friday, June 25, 2021.

In addition, should pandemic circumstances or local restrictions on gatherings/travel be imposed and the in-person 2021 LMA Annual Conference transitions to a fully virtual event, we will contact you with an update on your registration options.

If you elect to cancel your registration after Friday, June 25, 2021, the below cancellation fees and options will be assessed.

Cancellation and Refunds
All cancellation and refund requests must be made via email to membersupport@legalmarketing.org. Cancellation requests will be honored according to the following schedule:

  • On or before June 25, 2021: Full refund
  • June 26 - September 30, 2021: Full refund less a $150 fee
  • After September 30, 2021: No refund

If you are unable to attend the conference, you may designate a substitute to fill your spot. The registration fee will be adjusted based on the substitute's LMA member status. Substitution requests must be made via email to membersupport@legalmarketing.org no later than Friday, October 15, 2021. There are no refunds for no-shows. Any requests for refunds of room reservations must be made directly with the hotel.

Pre-Conference Program Information

Will there be pre-conference programs this available?

The LMA team is working closely with our Shared Interest Group (SIG) leaders to finalize the details on a few pre-conference program options for you. For planning purposes, all in-person pre-conference programs will be held on Friday, October 22. We will be sharing more information about the available options just as soon as it is finalized. Please reach out to membersupport@legalmarketing.org if you have any immediate questions about this additional, value-add programming.

When will registration for the pre-conference programs open?

Registration for the pre-conference programs will be open in a couple months to conference attendees as well as all other LMA members and non-members as a standalone registration option. If you have registered for the conference already, you will be able to add a pre-conference program to your registration at the incremental fee.

Sponsors and Exhibitors

What will happen with an existing sponsorship and exhibitor commitment for 2021?

Any existing commitments and discussions will be transferred over to the new dates. The LMA team will reach out personally to confirm all agreement transfers.

If you have questions or would like more information on sponsorship or exhibitor opportunities, please contact us at membersupport@legalmarketing.org or 1-312-673-6898.

Who should I reach out to if I'm interested in learning about the available sponsorship and exhibitor opportunities in 2021?

Reach out to the LMA team to start a conversation at membersupport@legalmarketing.org or 1-312-673-6898.

Can I download a list of potential sponsorship and exhibitor opportunities for the 2021 conference?

We are working forward on a suite of sponsorship and exhibitor opportunities that will be published and shared as soon as it is available. However, please feel free to reach out to the LMA team today to engage in a conversation about potential opportunities at membersupport@legalmarketing.org or 1-312-673-6898.



The LMA team is here and ready to assist you!

Reach out via email (membersupport@legalmarketing.org) or phone (1-312-321-6898) with any conference questions you may have — from programming to sponsorship opportunities to exhibiting and more.