Mariana Loose | How To Partner With Your Firm’s Marketing and BD Professionals To Bring In More Business

Mariana LooseMariana Loose is the Chief Marketing Officer at Alston & Bird LLP. The firm develops, nurtures, and assembles the strongest legal talent to meet client needs in an ever-changing and fast-paced environment. Alston & Bird has been recognized as one of the nation’s top law firms in the 2023 edition of U.S. News Best Lawyers “Best Law Firms.”

As Alston & Bird’s Chief Marketing Officer, Mariana leads the strategy and execution of the firm’s marketing, branding, and business development initiatives. She manages a team responsible for client service initiatives, business development coaching and training, digital and traditional marketing, communications, and public relations. These responsibilities allow her to analyze market trends and conduct intelligence to identify new business opportunities.

With over 20 years of experience as a marketing and business development executive, Mariana is skilled in developing client relationships, increasing brand awareness, and delivering results. She holds an MBA in international business and marketing, allowing her to apply academic concepts to formulate and execute successful marketing and business development strategies for law firms.

Google Podcast
Radio Public
Tune In

Here’s a glimpse of what you’ll learn:

  • Mariana Loose discusses Alston & Bird’s inclusive and professional company culture
  • Key marketing trends and their impact on lawyers and law firms
  • What is the difference between marketing and business development (BD)?
  • How should law firms structure their BD and marketing functions?
  • The role of communications professionals in law firms
  • Advice for partnering with marketing and BD professionals to achieve business goals
  • Mariana’s internal communication tips for lawyers and law firms

In this episode…

When it comes to succeeding at business development, lawyers can benefit tremendously by seeking expert ideas, strategy, and support. A great place to find that sort of guidance may be right inside your own law firm!

As an accomplished marketing and business development executive, Mariana Loose understands how to identify growth opportunities for law firms. She proposes partnering with marketing and BD teams to communicate ideas and establish crucial business goals to focus your efforts. Once you’ve developed effective marketing and BD plans for your firm, these departments can help you locate networking and development resources to support your initiatives.

In today’s episode of The Lawyer’s Edge Podcast, Elise Holtzman chats with Mariana Loose, Chief Marketing Officer at Alston & Bird, about how lawyers can work most effectively with their marketing and BD teams to develop effective and actionable strategies for business development success. Mariana, who has more than 20 years’ experience as a law firm marketing and business development professional, discusses the difference between the marketing and BD functions in most law firms as well as the role communications professionals play, and shares concrete tips for lawyers who want expert help in ramping up their business development efforts.

Resources mentioned in this episode:

Sponsor for this episode…

Today’s episode is brought to you by the coaching team at The Lawyer’s Edge, a training and coaching firm which has been focused exclusively on lawyers and law firms since 2008.

Each member of The Lawyer’s Edge coaching team is a trained, certified, and experienced professional coach AND either a former practicing attorney or a former law firm marketing and business development professional.

Whatever your professional objectives, our coaches can help you achieve your goals more quickly, more easily, and with significantly less stress.

To get connected with YOUR coach, just email the team at

Are You Ready To Thrive & Grow?