In this episode of Around the Ladder, host Erika Steinberg sits down with Rose Moran, Chief Revenue Officer at ICVM Hawk, to talk about her unconventional path from entrepreneurship to legal marketing leadership, and what every law firm marketer needs to know about AI search visibility.

Rose shares how her journey “around the ladder” took her from fashion marketing to founding her own business, Crafted Identities, and eventually stepping into an executive role helping law firms and professional service organizations grow.

The conversation covers:

• The emotional side of legal marketing and how authenticity drives connection

• What it’s like transitioning from entrepreneur to executive in a collaborative team

• How in-house experience shapes client understanding and strategy

• The biggest shifts AI search is bringing to law firm marketing, and how to stay visible as AI overtakes traditional SEO

• Why building topical authority matters more than ever, and how law firms can future-proof their digital presence

Rose also unpacks insights from her recent webinar on AI search optimization, sharing why marketers must pay attention now and why she calls ignoring AI “marketing malpractice.”

Connect with Our Guest:
LinkedIn: Rose Moran
Website: ICVM Hawk