About Lynn Fitzpatrick

Lynn Fitzpatrick (formerly Lynn Foley) is uniquely qualified to provide business development and marketing training to lawyers, backed by nearly two decades of hands-on experience working with law firms across North America. Before launching Right Path Academy, Lynn’s career spanned roles in leadership, business development, and marketing—each contributing to her deep understanding of the legal industry.

Lynn began her career at JPMorgan, where she held the position of Vice President of Sales and Client Relationship Management, building a foundation in strategic client engagement and leadership. From there, she advanced to Business Development Executive at PricewaterhouseCoopers, overseeing sales efforts for the Private Company Services team in the Tri-State area. Her transition into the legal field started at the global law firm White & Case, where she spent over five years leading strategic initiatives and working directly with legal professionals to grow the firm's business development efforts. She later led the marketing team at a  major Western Canadian law firm, where she oversaw the development of a new strategic plan and implemented a complete rebrand, preparing the firm for a merger with a global firm.

In 2012, Lynn co-founded fSquared Marketing, where she served as CEO for 12 years. During this time, she focused exclusively on helping law firms achieve their business development and marketing objectives. Lynn worked one-on-one with attorneys to develop their personal branding, enhance their client acquisition strategies, and grow their practices through tailored business development training. Her approach is practical, measurable, and results-driven, ensuring lawyers can translate her coaching into sustainable business growth.

Throughout her career, Lynn has consistently been a leader in the legal marketing community. She served on the Board of Directors for the Legal Marketing Association (LMA) in Western Canada from 2012 to 2017, was a judge for the prestigious Your Honor Awards, and has held leadership roles on LMA’s International Social and Digital Marketing and Well-Being Committees. These experiences have further shaped her ability to train and guide legal professionals in areas critical to their growth and success.

A frequent speaker and thought leader, Lynn has presented at over two dozen Legal Marketing Association conferences and events on topics such as business development, law firm branding, website accessibility, and the client journey. She has been invited to lead panels with leaders in legal digital strategy and website design, further underscoring her authority in the field.

Lynn’s proven track record, coupled with her passion for coaching and training, positions her as a trusted resource for lawyers looking to sharpen their business development skills, build a stronger personal brand, and grow their legal practices with confidence.

Education

• MBA, Finance and Media & Communications, Fordham University, NY
• BSc. Management (Marketing Concentration), Trinity College, Dublin, Ireland
• Adv. Diploma - Marketing Techniques, Dublin Institute of Technology

Presentations and Speaking Engagements

• Small Firm Focus – What to Expect When Rebranding and/or Launching a New Website — LMA Midwest Region (Legal Marketing Association (Midwest Region)) — October 10, 2024 — Virtual — Speaker
• Best Foot Forward: Website Positions That Pay Off in Business Development — LMA Tech West Conference 2023 (Legal Marketing Association (West Region)) — 2023 — San Francisco, CA — Panelist
• Wellness and Resiliency Panel Discussion - LMA SW Regional Conference - October 14, 2022 - Houston, TX - Panelist 
• Can You Hear Me Now? Building Your Website for Voice Search — LMA Technology Management SIG Webinar (Legal Marketing Association) — August 17, 2022 — Virtual — Presenter
• Using Client Journey Mapping to Improve the Client Service Experience in the Time of COVID — LMA Webinar Recording (Legal Marketing Association) — 2020 — Virtual — Presenter
• Strategic and Emotionally Engaging Content — BASF / LMA West Program (Bar Association of San Francisco & LMA West) — June 13, 2019 — San Francisco, CA — Panelist
• Exploring Mental Wellness in the Legal Marketing Industry — LMA Webinar Recording (Legal Marketing Association (DEI SIG)) — 2019 — Virtual — Presenter (with Denise A. Robinson)
• “Digital Marketing Masterclass” – LMA Vancouver (Legal Marketing Association) – May 26, 2016 - Vancouver, BC -  Presenter
• Branding Your practice and Yourself in a Social Media Age - CABL BC Spring Event - May 26, 2016 - Vancouver, BC - Presenter 
• “Set Yourself up for Success with Directories” – LMA Vancouver (Legal Marketing Association) – February 26, 2015 - Presenter
• “Content Marketing & Social Media as Revenue Generation Tools” – BCLMA (BC Legal Management Association) – February 12, 2015 - Presenter
• “Core Skills Bootcamp: Looking Forward” – LMA Vancouver (Legal Marketing Association) – November 26, 2015 - Presenter
• “Living with CASL – Post Legislation” – LMA Vancouver (Legal Marketing Association) – November 20, 2015 - Presenter
• “Business Development for Lawyers” – Affinity Institute - Vancouver, BC – December 12, 2013 - Presenter
• “Legal Marketing Skills Bootcamp” – LMA Vancouver - Vancouver, BC – October 17, 2013 - Presenter
• “Legal Marketing Skills Bootcamp” – LMA Vancouver - Vancouver, BC  – October, 2012 - Presenter
• “Social & Digital Media for Law Firms 2012 – Connecting Revenue and ROI to your Digital Strategy: Video, Mobile Devices & Blogs“ – LMA Tech West - San Francisco, CA - Presenter
• “Rise of the Machines: Putting Technology to Work for Us” – Legal Marketing Association Annual Conference - Grapevine, TX – March, 2012 - Panelist

Publications

• Law Firm Marketing Professionals Face High Levels of Stress, Pandemic Pressures, and Lack of Respect: Report — The National Law Review — November 17, 2020 [Co-author with Connal McNamara]
• Law Firms Are Increasingly Using Case Studies to Build Client Trust — The National Law Review — February 18, 2020
• Stress Impacting Mental Wellbeing of Law Firm Marketing and Business Staff: Report — The National Law Review — October 1, 2019 [Co-author with Connal McNamara]
• Research in Stress and Mental Health of Legal Marketers Brings Data to an Urgent Conversation — LMA Strategies & Voices — 2019
• Why Law Firms Should Make Web Accessibility a Priority in 2018 — The National Law Review — June 4, 2018 [Co-author with Connal McNamara]
• 2017 Legal Marketing Trends—Are They Resonating With You? — Slaw — June 28, 2017
• Is Your Law Firm Brand Reflected in All the Right Places and Spaces? — Slaw — June 20, 2017
• Should Digital Marketing Be Important to Lawyers? — Slaw — November 16, 2016
• Legal Marketing Trends for 2016: Chambers, Lexology, ContactEase & In-house Experts Share their Insights — Slaw — January 20, 2016
• In-house Legal Counsel Say Law Firm and Lawyer Online Footprints Influence Their Hiring Decisions — TLOMA Today — November 2015
• Ensure Your Law Firm Retreat is a Strategic Investment — Slaw — August 28, 2015
• Are Managing Partners Anti-Social? The Survey Says… — Slaw — June 18, 2015
• Law Firm Succession Planning: Is the Client Too Often the Forgotten Variable? — Slaw — May 22, 2015
• Trends in Legal Marketing for 2015 – the Experts Weigh In — Slaw — January 9, 2015
• Don’t Let Your Strategic Plan Become a Very Expensive Bookend! — Slaw — October 23, 2014
• Ghostwriting of Law Firm Blogs – Unethical? Maybe. Bad Marketing? Definitely. — Slaw — September 10, 2014
• What Do Your Clients Consider to Be “Good Value” When It Comes to Legal Services? — Slaw — June 30, 2014
• Do You Have a Great Canadian Law Firm Brand? — Slaw — May 5, 2014
• Ensure Your Client Feedback Program Is a ‘Client Listening’ Program — Slaw — March 6, 2014

Podcast Appearances

• Stop Stress Before It Starts (Well-Being in Legal, Part 1) — LMA Podcast — Strategies & Voices — May 13, 2021 — Guest (with Trish Lilley)
• The Stress Is Real (Well-Being in Legal, Part 2) — LMA Podcast — Strategies & Voices — May 18, 2021 — Guest (with Denise Robinson)
• Here’s to Your Health: Tackling Triage Triggers with Lynn Foley - Legal Slant Podcast - April 6, 2020 - Guest
• Stressed Out, Left Out: Law Firm Staff Suffering in Silence — Law.com Legal Speak — October 4, 2019 — Guest