General Manager Brand, Strategy and Communications
Sophi leads the Law Society’s Brand, Marketing and Communications team, strengthening understanding of the organisation’s role, purpose and value to the profession and the public. Her focus includes evolving the Law Society’s brand, improving its digital presence and bringing a clear, connected approach to marketing and communications. She is passionate about helping organisations express who they are and why their work matters, combining creativity with commercial thinking to build stronger connections, demonstrate value and support growth.
She brings extensive experience in brand strategy, marketing, communications and public relations across New Zealand, Australia, the United Kingdom and the United States. Before joining the Law Society, she led the brand and commercial growth functions at the Institute of Directors and was previously General Manager Brand, Planning and Creative at Chartered Accountants Australia and New Zealand. Her background also includes roles with New Zealand Trade and Enterprise, Save the Children, Plunket and Designworks.