No. 01
Marketing organization design
Advising managing shareholders and partnership leaders on marketing org design, in-house vs. outsourced capability tradeoffs, and marketing-to-litigation coordination.
Profile · Kim Lyons
The Woman Behind the Orange Glasses
How The Orange Glasses got its name
The fifty-dollar bet.
I saw the orange frames a few months before I bought them.
I was at the eye doctor with my daughter, waiting through her appointment, and they were on the display wall. Neon orange, crisp metal, wayfarer shape. Everyone else in the shop walked right past them. I stood there and thought, when it is my turn for new glasses, I am coming back for those.
Read the full story → The eye-doctor line, the fifty-dollar bet, and how the glasses became the name of the firm. In The Plaintiff Marketer, Issue No. 01.
The marketing architect
Case acquisition, engineered.
Seventeen years of firsthand lessons, built into a method of her own.
The work
The work is data-forward, not gut-based. Kim designs the marketing organization, the acquisition funnel, the attribution model, and the reporting layer that connects media spend to signed cases. Her firsthand experience spans personal injury and mass-tort work, including Lahaina and Altadena, Moss Landing, Drax, and Imperial Beach. On wildfire matters, she brought research, early coordination, and case-acquisition planning into the work from the start.
The mission
Plaintiff firms exist to stand up for people against corporations, utilities, and polluters. The Orange Glasses gives those firms the marketing architecture, the intake system design, and the growth strategy to do it at scale, with the discipline of a real operating model.
What she does
Five disciplines, one operating system.
No. 02
Marketing-to-intake system design
Audit and redesign of the CRM, case-management platform configuration, lead-source attribution, and the marketing-to-intake handoff that decides whether a lead ever becomes a client. Delivered as a plan and a build-out, then handed back to the firm's ops team to run.
No. 03
Media buying at scale
Multi-million-dollar annual media budgets across TV, CTV/OTT, streaming, radio, PPC, SEO, paid social, and OOH. A mixed model of outside agency partners plus direct-to-station and platform negotiations. Kim owns briefs, allocation, rate negotiations, and performance accountability end to end.
No. 04
Agentic AI for marketing operations
Deploying AI workflows into content production, campaign optimization, and team efficiency. Training in Agentic AI at Harvard Data Science Initiative, applied in-house.
No. 05
Emergency response marketing
When a wildfire, industrial disaster, or mass-casualty event breaks, Kim runs the response. She has stood up marketing, intake, and case-acquisition operations inside a live news cycle, coordinating paid, earned, and organic channels so the firm shows up first, credibly, and at scale. Built firsthand on Lahaina, Altadena, Moss Landing, Drax, and Imperial Beach.
Press, speaking & awards
On the record.
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Leaders of Influence in Advertising, PR & Marketing
San Diego Business Journal · honoree · 2026
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Hiring, Onboarding & Firing
Women In Trial Travel Summit, Conrad Punta de Mita · speaker · 2025
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C-Suite, Marketing, Client & BD Executives Forum
Legal Marketing Association · speaker · 2024
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From Invisible to Unforgettable: Brand Awareness for Maximum Impact
Consumer Attorneys of San Diego, Business of Law Summit · speaker · 2024
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PR for Trial Lawyers
JHQ, online workshop · instructor · 2024
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If It Bleeds, It Leads: PR Strategy for Trial Attorneys
JHQ · speaker · 2024
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Marketing and Business Development: How to Get Cases
Consumer Attorneys of San Diego · speaker · 2023
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Women Who Wow: Kim Lyons
The Social Media Butterfly · interview by Stefanie Marrone · 2021
Get in touch
Available nationally.
Kim reads every inquiry personally.