Global law firm Linklaters has appointed Tricia Weener as its first chief marketing and business development officer.

She will be accountable for brand, marketing, business development and client engagement and according to the business will play a pivotal role in driving the firm’s strategic direction, as well as delivering client experiences.

Prior to joining Linklaters, Weener was fractional chief marketing and communications officer at tech scale-up Globacap, where she supported the launch of Globacap in the US. Prior to that, she was CMO and executive vice-president of marketing, corporate comms and brand of global elevator and escalator company Kone.

She also has extensive marketing experience at HSBC where she spent almost 12 years, initially as head of marketing, comms and commercial banking in Europe, before moving to Hong Kong and leading marketing in Asia. She was then promoted to global CMO of commercial banking.

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Linklaters firmwide managing partner Paul Lewis says the company is “excited” to welcome Weener to the team. “Tricia’s vast experience driving client-centricity in financial services and large-scale corporate marketing and sales will be a crucial enabler of [our] commitment” to putting clients’s needs first.

In a post on LinkedIn, Weener said she was “really looking forward to leading the BDM [business development management] function and working together to build the brand, grow the business and deliver exceptional client experiences”.