In this episode of Leaders with Ambition, host Nicky Acuña Ocaña is joined by Nicole Petrie, Chief Marketing & Business Development Officer at Proskauer, one of the world's leading international law firms.
Nicole shares her remarkable global career journey, from growing up between Canada and Australia to becoming a senior executive leading marketing, business development, client growth, and transformation across some of the world's most respected professional services organisations. Beginning her career as a CPA with Ernst & Young before progressing through senior leadership positions at KPMG, Nicole reflects on the experiences that shaped her leadership philosophy and approach to leadership.
Throughout the conversation, Nicole discusses the importance of embracing change, navigating career pivots, and intentionally creating opportunities for growth. She shares how moving countries, industries, and functions throughout her career helped her develop resilience, adaptability, and a deep understanding of transformation. Her story highlights that careers are rarely linear and that confidence is built through action rather than waiting until you feel fully prepared.
Nicole also explores the critical role of sponsorship, mentorship, and continuous learning. Drawing on her experience as a certified executive coach, she explains how coaching skills have enhanced her leadership capabilities and enabled her to develop high-performing teams that thrive in periods of change and ambiguity.
The discussion looks at Nicole's transition from the Big Four into the legal sector, where she has successfully brought best practices from professional services into global law firms. She explains how the role of marketing and business development leaders has evolved significantly, with today's CMBDOs responsible for growth strategy, client experience, technology adoption, communications, data, reputation management, and transformation.
Nicole also shares her perspectives on building cultures of trust, creating psychological safety, fostering future leaders, and maintaining sustainable peak performance. She discusses the realities of stress and burnout in high-profile leadership roles and why leaders must be intentional about energy management, wellbeing, and setting the right example for their teams.
The episode also explores the future of legal marketing and business development, the opportunities presented by AI, the importance of commercial leadership within law firms, and why human relationships remain at the centre of professional success regardless of technological change.
This is an insightful and inspiring conversation for anyone interested in leadership, business development, legal marketing, transformation, coaching, sponsorship, career development, and building high-performing teams.
Chapters
00:00 Introduction and Nicole’s background
02:40 Growing up between Canada and Australia
03:53 Early career choices and international experiences
05:22 From accounting to business development and marketing
07:51 Global roles and international ambitions
09:48 Transformation work and cultural nuances
10:49 The importance of sponsorship and advocacy
12:19 Imposter syndrome and confidence building
13:48 The role of coaching and continuous learning
15:58 Transition into the legal industry and opportunities
18:42 Adapting strategies for law firms
20:36 Evolving roles of legal marketing and leadership
22:28 Building high-performing teams and culture
24:32 Networking and community building
29:06 From managing to leading with empathy
31:59 Continuous learning and personal development
34:24 Managing stress and maintaining peak performance
39:00 Work environment preferences and hybrid working
41:43 The future of the legal industry and technology
42:58 Creating value, visibility and influence
45:39 Words of wisdom for future leaders
47:20 Closing remarks
