Kidd Aitken welcomes Sadie Baron as a Non-Executive Director

Bringing deep legal marketing expertise and forward-thinking leadership, Sadie Baron joins Kidd Aitken to help drive innovation, operational excellence and long-term growth. She has developed a keen strategic eye through her role as Chief Marketing Officer for high profile law firms such as Reed Smith, TLT and a former head of marketing at Eversheds Sutherland. We’re delighted to benefit from her experience and insight.

Director Jacob Aitken welcomes Sadie, saying that he is “looking forward to working with Sadie and benefiting from her insight, expertise and experience. It’s an exciting time, particularly in the world of legal directories, so I can’t wait to see what this year holds.”

Director Daniel Kidd adds “it’s wonderful to bring on board such a highly regarded and talented legal marketing specialist. Sadie will be key to shaping our future and delivering exceptional value to our clients.”

Sadie is excited to become a part of the Kidd Aitken team, commenting “first and foremost, I have deep respect for the team at Kidd Aitken—many of whom I’ve known and admired for years. Beyond the personal connections, I’m energised by the evolving landscape of legal directories. It’s a space undergoing rapid transformation, and I believe my experience as a CMO positions me to contribute meaningfully to the firm’s strategic direction as it navigates this change.”

Directors Daniel and Jacob sat down with Sadie to get some insight into what she envisions for the future of legal marketing:

What opportunities or challenges in our industry are you paying closest attention to right now?

“There are many challenges in the industry but the one which I am most interested in is how culture and brand alignment are becoming non-negotiable. Clients are increasingly attuned to whether a firm’s external messaging matches its internal ethos. That’s where brand archetypes and emotional resonance come into play—tools that help firms articulate who they are in ways that feel both strategic and human.”

What role do you think AI will play in shaping our work and industry in the next few years?

“One of the most compelling opportunities—and challenges—I’m watching evolve is the intersection of AI and client engagement. Generative AI is reshaping how firms communicate, create content, and personalise outreach, but the real opportunity lies in using it to deepen relationships rather than automate them. The firms that succeed will be those that balance efficiency with emotional intelligence, using AI to enhance—not replace—strategic storytelling and authentic connection.”

“it’s wonderful to bring on board such a highly regarded and talented legal marketing specialist. Sadie will be key to shaping our future and delivering exceptional value to our clients.”

Kidd Aitken has over a decade of experience in legal marketing with a focus on improving legal rankings for top tier law firms around the world. Our consultants and referee coordinators handle 3,500 – 4000submissions per year for Chambers, IFLR1000, Legal 500 and other prestigious directories for our clients, which truly gives us a unique insight into best practice for strong submissions. We can understand the depths of your firm’s and Partners’ expertise and how to use it to your advantage to build rankings, and reputations.

Get in touch to learn more about how we assist law firms achieve their legal directory ranking and wider marketing goals: info@kiddaitken.com and follow us on LinkedIn.