LMA 40th Anniversary Member Spotlight Series: Abby Wright

As part of our celebration of LMA’s 40th anniversary, we’re shining a light on the individuals who make our community so vibrant. Hear from Abby Wright, marketing and events manager at Liskow, to learn how she created a path for herself in legal marketing, her take on the role of business development and firm strategy, and advice for the next generation of professionals.

Tell us about your career journey. How did you become a legal marketing professional?

I majored in international trade and finance and graduated during the height of the COVID-19 pandemic, when opportunities were limited. I was fortunate to join my firm as a receptionist, a role that offered valuable insight into how interactions shape a firm’s reputation and relationships.

When the opportunity was presented, and with the encouragement and support of our HR and marketing directors, I was able to transition into a marketing role.

I’m deeply grateful to my firm for believing in my potential and providing a path for growth. Legal marketing combines creativity, strategy, and human connection in a way that continues to challenge and inspire me every day.

How has being part of the LMA community influenced your professional journey?

The LMA community has been instrumental to my professional growth. It’s more than just a network, but a space for collaboration. Through LMA, I’ve learned from peers who generously share best practices, challenges and insights that you can’t find elsewhere. I’ve also had opportunities to contribute on the Baton Rouge-New Orleans Local Steering Committee and Tech West by Southwest (TW x SW) Conference Planning Committee, which has deepened my understanding of the broader industry and expanded my professional confidence.

As LMA celebrates 40 years, what role do you think the organization has played in shaping the profession?

LMA has helped legitimize and elevate legal marketing from a support function to a true strategic partner within law firms. It has fostered a professional identity grounded in innovation, client focus and measurable impact. This has paved the way for today’s marketing and business development leaders to have a seat at the table.

This month’s editorial theme is business development. How does it connect to your work or perspective on the profession?

Business development is about aligning a firm’s strengths with client needs, fostering meaningful relationships and driving measurable growth. My career has given me a holistic view of how every interaction contributes to client success. I see business development as the bridge between strategy and connection, transforming marketing from a support function into a true driver of firm growth and client value.

What do you see as the biggest opportunities and challenges for legal marketers in the years ahead?

The biggest opportunities lie in embracing technology and data analytics to deliver more personalized client engagement. On the flip side, the biggest challenge will be adapting to change. Helping law firm leaders adapt to new market realities, client expectations and digital transformation, while preserving firm culture and trust.

What advice would you share with the next generation of legal marketing professionals?

Be curious, build relationships, and keep learning. Our work isn’t just about visibility; it’s about connection, purpose and impact.

Celebrating 40 Years of Legal Marketing Excellence The content in this feature correlates with LMA's 40th anniversary celebration. Be part of the momentum as we mark four decades of innovation, leadership and community. Explore the stories that shaped our past — and the vision driving our future. Join the celebration.