Benefit from Senior-level Experience, Insight and Expertise
without the High Cost or Long -Term Commitment
of a Permanent Employee
EverGreene is led by Susan Greene, a savvy marketing and business development professional, with 20+ years of B2B experience. Susan is known for creating powerful new ideas, providing practical strategic advice, and helping professionals effectively communicate across platforms.
EverGreene will identify opportunities, develop creative strategies and most importantly, get the work done in a timely, cost-effective manner.
EverGreene principal Susan Greene helps professionals with brand and marketing strategy, PR, content creation, community relations, and creative services such as websites, collateral and social media. She is a dependable, energetic leader with a proven track record of creating game-changing ideas, strategic partnerships, enhanced brand strength, and increased revenues.
She is a creative writer and strategic thinker who thrives on designing new value propositions to drive optimal results. Her key skills include:
- Marketing Strategy
- Business Communication
- RFP Responses & Business Pitching
- Thought Leadership/Content Creation
- Public Relations
- Website Development
- Social Media Strategy
- Business Development Coaching
- Event Strategy and Management
- Brand Strategy & Promotion
- Community Relations & Public Policy Issues Management
Susan Greene
Career Qualifications & Experience
Susan is a C Suite level marketing, business development and communications professional who has lead marketing teams, counseled professionals, and guided organizational change throughout her career.
As Chief Marketing Officer (CMO) at the Miami-Dade Beacon Council (MDBC), Susan was directly responsible for the County’s official economic development organization’s marketing and investor relations efforts. She lead the creation and implementation of a new brand, restructured the signature event and investor engagement strategy and worked directly with the CEO and the Board of Directors to communicate the new value proposition and deliver on the goals set forth in the strategic plan.
Susan was the first Marketing Director for the law firm, Becker (fka Becker & Poliakoff) reporting directly to the Managing Shareholder. For 21 years, she worked collaboratively with law firm leaders to expand and diversify the firm, and individually with attorneys and lobbyists to develop and grow their business. She built the firm’s Marketing Department and guided the firm through double digit growth, restructuring of practice groups, and lead several award winning marketing, communications and business development initiatives. She proudly served as one of the longest tenured marketing professionals at a law firm.
Experience:
Brand Strategy and Execution
Modernized the organizations’ image and messages to deliver the branding promise of the new strategic plan. Led the transition to the new branding;
Communication Strategy and Execution
Developed new internal and external communications models and adapted existing tools to create new value proposition and strong engagement;
Branded Materials
Continuously redesigned and reshaped key messages for collateral (print and digital) materials and developed new ones to increase brand understanding, improve brand awareness and demonstrate value to multiple and varied target audiences;
Digital Marketing Strategy and Execution
Developed and launched MDBC’s new 500+ page economic development website integrating critical 3rd party data and services communicating a people-focused message in modern, easily navigable structure; lead new website launches at Becker.
Media and Influencer Engagement
Energized and developed new media relationships and created social media content driven strategy for engagement across social media channels targeting audiences locally, nationally and globally;
Attorney Business Development
Identify appropriate business development opportunities for the law firm, practice groups, and individual lawyers, and develop a strategy for selling the firm’s services in these instances. Assist lawyers and practice groups in cross servicing opportunities.
Strategic Planning
Only non-attorney member to participate in Becker’s ten-person Strategic Planning Committee (SPC) created to develop recommendations for changes to firm management and succession plan. Provide strategic guidance to the practice group leaders and individual lawyers about developing and implementing effective business plans and initiatives daily.
Law Firm Client Development Events
Responsible for the creation and execution of hundreds of events – from 500+ person educational conferences to intimate client appreciation events in Maine, Bahamas and elsewhere.
Creative Services
Responsible for the brand development, advertising, messaging, and content for law firm communications in print, online and in the community.
Public Relations/Crisis Management
Serve as law firm’s spokesperson when appropriate and as the first point of contact for media inquiries. Proactively pitched law firm and lawyers for media profiles and stories. Helped create, coordinate and implement crisis management strategies.
Pitch Materials and RFP Submissions
Responsible for strategic development, drafting and submission to potential clients. Written and submitted over one hundred (100) formal RFP submissions, primarily for public sector representation. Significant success rate resulting in new business.
Attorney Business Development Coaching
Work with lawyers to create marketing and business development (“Attorney Enhancements”) plans to achieve their goals consistent with Practice Group and Firm goals. Successes achieved in creation of new relationships, cross-selling opportunities, reestablishment of previous relationships and new business generation. Work one on one with lawyers to customize disciplined, strategic, ambitious but realistic plans.
Law Firm Community Relations
Develop strategy for community engagement and oversee firm wide budget expenditures relating to charitable contributions and organizational support. Identify opportunities for the firm and coach individual attorneys on the most effective strategies for participating in appropriate community-based organizations and events.
Event Strategy and Execution
Redesign of MDBC events to achieve maximum engagement and achieve revenue goals.
Government Relations
Helped lead the MDBC’s stakeholder engagement strategy including public and private sector partners including County, City and Regional leaders.
Brand Management and Marketing
Responsible for branding, messaging and coordination of content of for multiple blogs, websites and social media platforms.
Vendor Coordination
Responsible for hiring, maintaining, dismissing vendors to serve the Firm’s marketing needs including but not limited to, printers, designers, PR agencies, advertising agencies, promotion, web development, and SEO companies.
Attorney Recruitment and On Boarding
Work closely with new lateral hires and/or recently acquired firms to integrate into Firm’s marketing infrastructure and hit the ground running for the development of new business.
Strategic Law Firm Partnerships
Create industry alliances to position law firm as thought leaders in target industries.
Policy, Budgeting & Infrastructure
Management of the law firm’s Marketing Department’s professional and support staff; $1.5+ million budget; and organizational infrastructure. Provide supervision and leadership to staff; manage resources to operate efficiently in support of the achievement of the Firm’s strategic plan.
Marketing Training – Identify training needs, and implement appropriate curriculum for lawyers, legal support staff, and marketing staff.
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Presentations, Thought & Community Leadership:
Women’s Leadership Lunch, Moderator, “Women Transforming Miami”, United Way
The Underline, Public Hearing, Moderator
World City Trade Connections, “What Amazon Needs to Know About Miami”
“Public Relations Challenges: What to Do When the You Know What Hits the Fan,” Legus Legal Network Annual Conference, Cleveland, Ohio
“The Tipping Point – Inside vs. Outside – When to Use Outside Vendors and How to Do So Effectively,” Legal Marketing Association, Las Vegas, Nevada
“The Advantages of an Integrated and Comprehensive Approach to Marketing and Public Relations,” Association of Public Relations Agencies, Prague, Czech Republic
“Working with the Florida Bar Advertising Rules,” Legal Marketing Association, SE Chapter
“The New Normal: Doing More with Less,” Legus Legal Network webinar
“Defining Value in Legal Marketing,” Legal Marketing Association, Ft. Lauderdale
“Positioning Yourself and Your Law Firm for Success in Tomorrow’s Market Place: A Guide for Community Association Lawyers to Attract and Retain Great Clients,” Community Association Institute, Las Vegas, Nevada
“Application of new Florida Bar Advertising rules: What does it mean to people that service law firms and law firms themselves?” Legal Learning Series, Delray Beach, FL
“Social Media for Dummies: Learn the Basics and How it Can Help YOU Build YOUR Practice,” Legus Legal Network webinar
Awards and Honors:
* Marketing Initiative of the Year, Marketing Partner Forum
* Burton Award for Legal Achievement, Association of Legal Administrators
Other Past Experience:
Jewish Federation of South Palm Beach County, Boca Raton, FL
Professional staff leading the Community Relations Council comprised of lay leaders and Federation stakeholders.
National Governors Association, Washington DC
Lobbyist for the nation’s Governors on Capitol Hill and at the Executive Agencies.
U.S. Senate, Senator Bob Graham, Washington DC
Legislative Aide, Domestic Policy
FL House of Representatives, Rep. Anne Mackenzie, Ft. Lauderdale & Tallahassee, FL Legislative Aide
Community Involvement:
Florida State University, Real Estate Center, Marketing Consultant Selection Committee
Miami-Dade Beacon Council, Trade & Logistics Marketing Subcommittee
United Way of Miami, Government Affairs and Marketing Committees
United Way of Miami, Reading Pals
Greater Miami Chamber of Commerce, Senior Executive Orientation Committee Member
and Graduate; Leadership Miami Graduate and Facilitator
Legal Marketing Association – South Florida City Group, Chair and various Board positions
Federal Judicial Nominating Commission appointed by Senator Bob Graham
Service Academy Nominating Board appointed by Senator Bob Graham
Department of Professional & Business Regulation, Regulatory Board Appointee
Education:
Penn State University, B.A., Honors Program
Tel Aviv University, Overseas Study Program
Florida International University, Business Coaching Certificate