Alessandra Almeida Jones - Global Chief Marketing Officer for Bryan Cave Leighton Paisner LLP
Is vulnerability perhaps a superpower you’ve overlooked?
Alessandra Almeida Jones explains on this episode of Leaders With Ambition that she began tapping into her bedrock confidence only after she committed to being authentic and admitting limitations (which we all have, of course). As Global Chief Marketing Officer for Bryan Cave Leighton Paisner LLP, our guest brings the culmination of her varied life experience to building both the firm’s brand and a vibrant, inclusive workplace culture.
A native of Brazil, Ale (as she prefers to be called) has eagerly raised her hand for every opportunity. Starting as a junior marketing generalist and relatively new arrival in the U.K., she has always been intentional about staying open and constantly expanding her foundational skill set. Ale is also all about fortifying her growing network through “service to others.”
Learn how this dynamic boardroom leader has adapted to different professional services environments and why she is passionate about the role of sponsorship. All along the way, Ale has also prioritised diversity, equity and inclusion based on action and follow-through – not just best intentions.
You’ll also find out how an in-house mentor early in her career gave Ale the tools she needed to lean into leadership and what marketing challenges are most pressing in the face of today’s hyper-competitive job market and myriad new technologies.
''All of us have challenge areas as leaders and development areas,” says our guest. “By signalling to the help we need we disarm ‘impostor syndrome’ and build the relationships and support networks we need to succeed.''
If you enjoyed this discussion, please click here to find previous episodes of Leaders with Ambition.
Key Takeaways
Starting out
About the influences (including her mother) that shaped Ale’s decision to emigrate from Brazil to the U.K. and which fuelled her fearless drive to remove barriers to achievement.
Maximum effort
Why volume of activity and applications doesn’t always correlate with the most focused or fruitful career development.
Foundational knowledge
How Ale’s early introduction to marketing as a generalist who managed many facets of the process has served her well over time.
Wearing many hats
What it looks like to build out personal value-add by raising a hand to work on all facets of marketing (from BD-oriented to PR to design).
Defining leadership
About the mind shift (including a balance of confidence and humility) that generally precedes the transition from management and leadership.
Critical sponsorship
How coaching eased what was initially a bumpy move from a workplace focused on architectural design to a legal environment.
Why an MBA
About the credibility and confidence Ale felt an advanced degree change to MBA and its knowledge base could (and would) lend her when it came to boardroom strategising.
Service to each other
Why Ale believes it’s critical to build a strong, collaborative workplace culture that enhances the careers of everyone across the ecosystem.
Test and learn
What Ale discovered about her preference for being part of a team after briefly trying her hand as a freelance marketing consultant when her two sons were very little.
Leaning in
How multiple roles at Baker McKenzie both strengthened Ale’s portfolio and brought home to her the value-add in leading through a strong network, trust and delegation.
Relationships matter
Why Ale’s ability to connect and collaborate across disciplines boosted her career (even when she wasn’t necessarily the “most technically brilliant”).
New and different
What attracted Ale to stretch towards a CMO role at BCLP. (Hint: it offered an opportunity for her to exercise multiple skill sets.)
Walking the walk
Why follow-through is key to implementing a sustainable DEI program that holds credibility with people of colour. Talk isn’t progress. Policy and process aren’t enough.
Biggest current challenges for CMOs
Pressure to “race to the top” and the talent recruitment/retention necessary; cultivating healthy teams; leveraging new technologies that don’t always integrate seamlessly; closing gaps to support more cross-functional collaboration.
Words of Wisdom
Work hard, but work smart to achieve what you want; work with determination; remember that some things take time; be mindful of the whole ecosystem.
Key Quotes:
“The thing about inclusion and diversity is that it’s about removing barriers – both real and imagined. It’s about making individuals feel that they belong.”
“What is important for me and continues to be important is this curiosity about how things work together and creating opportunities for different parts of the business.”
“Starting off as a generalist is a really good way to really understand the business and where your strengths lie so you can then start focussing as your career is progressing.” (Nicky)
“Even if you don’t start out a generalist, try to pick up some generalist skills along the way. What makes (marketing) so fascinating and rewarding … is there are so many jobs within this big bucket.”
“Coaching was really important because actually a lot of the barriers were in my head … when you’re talking about diversity and inclusion.”
“If you want to learn, do look for things outside your sandbox where you can help and contribute.”
“All of us have challenge areas as leaders and development areas. I think it’s really important to signal that so that people around you can support you.”
“As we grow up in organisations, we don’t get it right all the time, but authenticity and service to each other … is hugely important.”
“You’ve always got to think about how you can add value. How can I develop personally and improve? It’s so important.” (Nicky)
“Credibility is not a gift that people give to you. It’s something you earn.”
“The best way to overcome Imposter Syndrome is by accepting vulnerability ... the moment you put your hand up and say, ‘Can you help me with this’ or ‘I’m struggling,’ you disarm the imposter.”
About Alessandra Almeida Jones:
As Global Chief Marketing Officer, Alessandra leads BCLP’s business development, marketing and communications function globally. She has a strong track record in leading multi-disciplinary teams across geographies and delivering award-winning brand, marketing and business development initiatives for complex professional services firms. Prior to BCLP, Alessandra held various senior roles at other leading law firms, financial services and real estate organizations.
Alessandra has an MBA from Bayes Business School and is a frequent speaker on marketing and diversity related topics.
About Nicky Acuna Ocana:
Nicky has led high performing recruitment teams for over 25 years. As the Regional Managing Director of Ambition UK, Europe & US, she leads a team of highly-skilled recruitment consultants who specialise in Business Services functions within Professional Services and are experts in their niche specialist areas. With an extensive network of senior and board-level contacts, she is also heavily involved in Executive Search, focusing on Director level appointments across Business Services for a range of Professional Services firms.
