Zhanna is the first in-house marketing professional in GSC’s history, a fact she acknowledges as part privilege, part challenge. “It’s a privilege because I have been able to build our marketing strategy from a clean slate,” she explains. “It’s a challenge for the same reason!”
Fortunately, Zhanna loves a challenge. “This role has given me the opportunity to apply all my knowledge and skills to shaping and defining our marketing strategy and vision and set the standards to deliver them.”
Her approach to the task is a simple one: treat everyone at GSC as her client. “It’s about the service I provide for them,” she says. “By helping our lawyers to develop their personal brands, I help to further build the firm’s reputation and presence so we make it easier for clients to choose GSC.”
“Another strand of my work is to nurture and grow each client relationship so that, in 10 years’ time, all of those relationships we helped develop are still flourishing.”
Building the brand
A hands-on marketer who develops, delivers and manages all aspects of the firm’s campaigns and business development projects, Zhanna combines strategic planning skills with creative vision, which enables her to brief and work with designers, developers and writers to help bring her strategy to life.
“I like the fact that this role gives me lots of routes for creative expression,” she enthuses. “I also enjoy working with our lawyers to build their personal brands. I love seeing the increased confidence and ability with which they are able to tackle marketing-related tasks. When the BBC asks our lawyers to comment on a particular legal issue, for example, I feel that is a reflection of the good work we are doing.”
Influence on a global scale
Zhanna’s passion for the firm is clear and she is the first to champion its achievements and credentials.
“We are the only law firm of our size in the UK that speaks more than 16 languages,” she says with pride. “We have a broad client portfolio, working with ultra-high net worth individuals, small and scale-up business, and corporations including Channel 4, PRS and Universal Music. We are Legal 500 recommended. Many of our lawyers have been with us for decades which, I have no doubt, is why so many of our clients have been with us for decades too.
“These are powerful elements in what makes GSC unique and, as Head of Marketing, it is important that I ensure we showcase each of these elements to ensure our talent, capability and influence is increasingly seen on a global scale.”
Qualifications & Experience
Zhanna holds a BA Hon degree in Linguistics (Kazakh State University of World Languages) and a BA Hon in Petroleum Engineering (Cambridge University). She won a coveted British Council and FCO scholarship to study her Master’s in Marketing from Kingston University.
A former TV and radio presenter in her native Kazakhstan (as a side job to her main occupation, just like her face modelling career with Dolce Vita model agency in Milan), Zhanna’s corporate professional career began with BP before she moved into the legal and accountancy sectors. Her experience in service industries now spans more than 25 years.
Zhanna is fluent in Russian and Kazakh. She also speaks Turkish and Spanish.back to profiles
‘A small firm which punches well above its weight’ GSC Solicitors LLP undertook leasing transactions for several blue-chip corporate tenants, particularly in the media sector. It acted for a number of hotel owners regarding the acquisition and development of new hotels.
“We have found the service excellent, and it is for this reason we have continued to use GSC. The key strengths for us have been a commercial approach to deals that is often missing from solicitors, and a personal service based on a knowledge of us and our needs and long-term plans.”
“The main positive comparison we have noted from GSC is the personal touch and commercial acumen.”
“We have often used different legal firms for IP and other work in the past, but GSC’s commercial approach and professionalism, coupled with the excellent working relationship we have built up over a number of years makes it our preferred choice.”
“As a Financial Advisor I have been personally using and recommending GSC for over thirty years. I have referred clients of mine to them and only ever been thanked for the recommendation, which should convey the confidence I have in the individuals, and the firm.”
“Great result today. Just wanted to say thank you for your continued hard work in fighting our corner on this case. You have both been amazing. Michael incredible support and good ideas.”