Cathy Bergsman


Senior Marketing Manager/Marketing Director

Marketing Planning, Strategy, and Business Development

 Senior marketing management professional with extensive experience leading the development and implementation of integrated, data-driven strategic marketing campaigns to increase brand awareness and drive business growth. Expert in market research, business intelligence/analysis and identification of targeted market opportunities. Successful in developing collaborative internal and external relationships and leading large complex projects and teams. Strong preference for a leadership role in driving revenues through effective strategic positioning and marketing management.

 New Business Development · Strategic Planning · Competitive/Market Analysis · Needs Assessment Account Management · Services Marketing · Client Relations · Proposal Development

Corporate Communications · Presentations · Copywriting · Event Planning · Strategic Partnerships

Project Management · Special Projects · Interviewing · Staff Management · Team building



Bachelor of Arts


Masters of Business Administration

University of Chicago Booth School of Business

Work History

Work History
Sep 2009 - Present


CB Marketing Services

Consult to small professional service providers on marketing and business development issues, including messaging, marketing and communication planning, and social media.

Sep 2009 - Present


CB Marketing Services

Consult to small professional service providers on marketing and business development issues, including messaging, marketing and communication planning, and social media.

Jun 2007 - Dec 2008

Marketing and Business Development Manager

Created and implemented marketing and business-development programs to increase visibility of V&E in New York, provide lawyers with relationship-building opportunities, and expand business. Identified opportunities, assessed value in meeting strategic imperatives/business objectives, developed business cases, presented recommendations to firm leadership/partners, and managed resulting projects, involving formation of strategic partnerships and collaboration with firm partners, internal staff and outside vendors. Managed and contributed to the development of proposals, client pitches, credentials, rankings submissions, direct mailings, and other collateral materials. Directed production and promotion of client seminars and specials events. Created, enhanced, and formalized departmental processes. Administered $100K budget and 1 direct report.

  • Developed and managed direct-mail/e-mail/special event campaign targeted to 1,000 CEOs and business leaders across multiple industries to announce launch of New York restructuring and reorganization practice.
  • Formalized, documented, and directed professional conference participation planning, including sponsorship, speaking, and promotional opportunities, ensuring thoughtful and strategic approach.
  • Made recommendations to partners and practice leaders regarding best ROI opportunities.
  • Developed strategic partnership with Private Equity International, including sponsorship of PEI’s Inaugural U.S. and European Private Equity Energy Forums, which leveraged firm's energy expertise, promoted private equity services, and increased awareness of V&E among industry opinion leaders and key decision makers.
  • Spearheaded efforts to increase focus on and participation in third-party professional services rankings programs (one of the few quantitative measures of lawyers' quality and effectiveness), including formalizing and documenting processes to ensure consistency and brand development.
Aug 2005 - May 2007

Senior Marketing Manager

Defined, planned, and implemented business-development and promotional programs to achieve firm's institutional objectives. Enhanced overall visibility, reputation, and prestige in key markets and among key constituents such as global clients and prospects, student and lateral recruits, and industry opinion leaders. Developed and oversaw key institutional relationships. Collaborated with practice groups and other departments to identify and leverage brand-building initiatives.

  • Led unprecedented direct-mail recruiting campaign aimed at 25,000 first- and second-year lateral associates in top 20 firms in 6 metro areas. Project included competitive analysis, development of targeted message and collateral material, management of outside agency and internal researchers, creation of media plan and management of distribution logistics.
  • Oversaw client seminar program and corresponding direct-mail campaign in conjunction with New York Association of Corporate Counsel, which provided significant promotional opportunities for firm.
  • Drove development of all written content for recruiting section of website under tight deadline, including practice area descriptions, office descriptions, general firm information and policies, and associate testimonials.
Jun 2004 - Jul 2005

Director, New York

Greenfield/Belser, Inc. (Strategy and Brand Design Consultancy)

Penetrated New York legal market and other professional service segments through relationship building and consultative selling process. Assessed market to identify prospects and generate leads, converted cold calls into follow-up meetings and proposal opportunities. Delivered formal presentations of credentials, and developed engagement-winning proposals. Managed marketing assistants.

  • Secured meetings with 20 CMOs and marketing directors from top 25 firms in NYC to formally present credentials.
  • Sold $100K e-communications consulting project to major law firm, trumping more experienced competitors.
  • Drove expansion efforts into new market segments and contributed to the sale of two accounting firm engagements.
May 2002 - Dec 2003

Marketing Director

Managed all marketing functions including day-to-day operations, website updates, client communications, proposals for new business development, public relations, brand-building, planning, and strategic international alliances.

  • Established and implemented visual identity and standards across all materials to enhance quality and ensure consistency of message.
  • Led development of practice area descriptions and other collateral materials to increase awareness of firm's capabilities and offerings.
  • Re-launched website within 3 months of hire, including generating and overseeing all content development.
Mar 1997 - May 2002

Global Retail Industry Marketing Director

Arthur Andersen Worldwide

Created and implemented comprehensive marketing plan to increase awareness and convey relevance of retail industry services, including development of articles, surveys, and marketing collateral. Served as retail industry face, establishing liaisons with more than 300 business consulting, accounting, and tax professionals and outside constituents.  Ensured consistency of message across all service lines and communications. Conducted market research and reported on industry trends, with heavy emphasis on knowledge sharing and thought leadership.  

  • Led development of Who’s Minding the Future, a proprietary consumer research study conducted in collaboration with the NRF Foundation, the research and education arm of the National Retail Federation.
    • Facilitated interaction with CEOs of leading retail organizations including Barnes & Noble, The Container Store and Gymboree, among others
    • Directed team of 30+ partners, 5 researchers, and the dean of the Texas A&M University Center for Retailing Studies.
    • Presented findings to more than 15,000 attendees at National Retail Federation annual conference.
  • Conceptualized and authored numerous industry articles, newsletters, and speeches, with audiences up to 32,000 constituents.
Jun 1995 - Mar 1997

Senior Consultant

Price Waterhouse LLP (Management Horizons Retail Consulting Division)

Developed marketing strategy and industry analyses for clients involved in food, drug, and mass-merchandise distribution channels. Tracked retail industry trends and developed trend-related articles and reports.

  • Developed thought leadership pieces on business issues affecting food, drug, and mass merchandise retailers. Coauthored Retail or Restaurants, an industry report assessing the emerging meal-solutions trend and implications for retailers.
  • Created in-depth drugstore-industry report, including analyses of industry growth, economic concentration, financial performance, operating characteristics, and critical issues and trends.