Leadership Insights: Interview with Sadie Baron

We were delighted to welcome Sadie Baron, an established leader in legal marketing, with a wealth of experience as former Chief Marketing Officer for high profile law firms such as Reed Smith and TLT and Head of International Marketing at Eversheds Sutherland. As part of her introduction to the Kidd Aitken team, we sat down to discuss her journey in legal marketing, what’s she has learnt and what the future could hold:

What originally drew you to your field, and how has that motivation evolved over time?

When I first joined Eversheds, I didn’t fully grasp the complexity and nuance of the legal world. But what’s kept me here for over 25years isn’t just the work — it’s the people. I thrive on collaborating with sharp legal minds and genuinely value the dynamic, collaborative nature of the partnership model.

What is something you’ve learned which has stuck with you over the years?

One of the best pieces of advice I’ve ever received is: “Don’t go through — go around.” It’s a mindset that’s saved me countless hours and one I genuinely live by. In legal marketing, we’re not here to bulldoze obstacles — we’re here to find smart, strategic ways forward. Ultimately, it’s all about solutions.

Can you share a pivotal moment in your career that significantly shaped your leadership style?

Throughout my career, I’ve had the privilege of working alongside truly inspirational leaders — but the principle that’s always stayed with me is ‘pay it forward.’ I believe in investing in people: their goals, their growth, and their aspirations. I also value transparency. Surprises rarely serve a team well, so I make it a priority to communicate openly and clearly. Delivering tough messages is never easy, but I’ve found that honesty, delivered with timeliness and respect, rarely lets me down.

One of the best pieces of advice I’ve ever received is: “Don’t go through — go around.”

How do you approach decision-making during uncertainty or change? What keeps you inspired and motivated, even during tough periods?

During periods of uncertainty or change, I lean into clarity, collaboration, and creativity. I believe in surfacing the tough questions early, engaging the right minds around the table, and staying anchored to purpose — whether that’s a brand’s strategic direction or a team’s shared goal. What keeps me motivated is the people: mentoring others, navigating challenges together, and finding those moments of insight that move us forward. Humour helps too — it’s a powerful tool for resilience and connection.‍

‍What excites you most about joining this company at this point in time?

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.

One of the most compelling opportunities — and challenges — I’m watching evolve is the intersection of AI and client engagement.

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.

Finally, is there a book, podcast, or thinker that has influenced the way you lead or solve problems?

 For a book, it is The Anatomy of Peace by The Arbinger Institute. It completely changed how I think about conflict and how to resolve it. I also listen to The High Performance podcast which has some outstanding guests.

We are grateful to Sadie for sharing her experiences and perspective on the evolving world of legal marketing. Her knowledge is a valuable resource for law firms seeking to grow their rankings and stay ahead in an increasingly competitive market.

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