2022 Unsung Legal Heroes: Pamela Erwin Roemer

Maslon LLP

For Pamela Erwin Roemer, legal marketing offers the perfect blend of creative and strategic challenges.

Roemer started in legal marketing at Thomson Reuters in 2003. She moved to Maslon LLP in 2006, advancing to marketing manager in 2008 and the marketing and business development director in 2010.

“From the start, Maslon was very welcoming, and I knew it would be a great fit for me,” Roemer said. “I’m grateful to be at a firm that has always supported my growth and trusted my instincts.”

Maslon embraced Roemer’s ambitious ideas, and the firm’s annual holiday campaign began winning local and international awards. “I’ve always viewed the holidays as an opportunity to do something impactful,” Roemer says. For the last decade, Maslon has forgone traditional holiday cards for more creative campaigns that support mission-driven organizations.

In 2019, Maslon launched its Stay Warm campaign, partnering with Love Your Melon to offer recipients a custom Stay Warm beanie. Fifty percent of Love Your Melon’s net profits go to fight pediatric cancer. In 2020, Maslon offered custom Stay Warm socks to recipients in partnership with nonprofit Hippy Feet, which donates 50% of its profits to support nonprofits serving young homeless people.

After George Floyd’s murder, the subsequent unrest, and Maslon partner Steven Schleicher’s pro bono work in Derek Chauvin’s trial, Roemer had another idea. “It was really important to shine light on the spectacular good in Minneapolis at a time of such despair,” she said. The resulting campaign, Maslon Illuminate, celebrated local author Louise Erdrich’s Pulitzer Prize win and the 20th anniversary of her bookstore Birchbark Books. The campaign also offered recipients one of Erdrich’s most acclaimed books by way of Birchbark’s relaunched website.

Planning for Maslon’s 2022 holiday campaign is already underway. “There’s a lot to be enthused about,” Roemer said.

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