Alessandra Colaci ⚡️

Legal + AI

Equipping lawyers, legal leaders, and legal ops pros with AI workflows, use cases, and tools to increase efficiency. First virtual Legal + AI Summit happening on October 14th-16th. Join us!

Founder & CEO

GC AI

Launched the GTM function at GC AI. Managed legal AI content, education, events, and product marketing efforts. Significantly increased enrollment, attendance, product education, and activation with legal AI classes and events.

Founding Marketer

Humans + AI

Providing specialized training and strategy on AI for business teams, covering areas such as prompt engineering, AI-driven workflows, content creation using AI, marketing strategies leveraging AI, data analytics through machine learning, policy development for AI integration, and creation of generative AI visuals.

• Collaborating with clients from diverse sectors to maximize AI utilization within their teams.
• Selecting and training on AI vendors/models to meet specific business requirements and streamline workflows.
• Crafting AI strategies for marketing, sales, and product teams to accelerate outcomes and enhance productivity.
• Regularly revising AI approaches to integrate the latest models, customizing solutions to achieve organizational goals.
• Conducting regular audits to refine AI workflows in response to technological updates and shifting strategic focuses.
• Development of specialized AI models for internal tools, fine-tuning for operational requirements.
• Leading training on generative AI for ideation, data analysis, and content creation including templates, presentations, and visuals.

Founder & AI Consultant

SparkPlug

Utilized AI workflows to manage product marketing efforts for multiple audience personas across website, messaging, sales enablement, competitive intelligence, and customer research.

• Trained marketing team to use AI and ChatGPT for content research, outlines, and generative AI images.
• Customer interview data analysis with AI across multiple segments and personas, as well as win-loss interviews.
• Grew enterprise leads by 85% with segmentation and messaging across personas using ChatGPT for personalization.
• Customer interview data analysis with AI across multiple segments and personas, as well as win-loss interviews
• Utilized AI to create 100+ pieces of content including guides, landing pages, templates, video training, and articles.
• Increased demo to close from 32% to 53% via collaboration with sales team and optimization of positioning.
• Started enterprise efforts from 0 and captured pipeline leads to include Best Buy, Home Depot, Lululemon, and Puma.
• Developed feedback loop with BD team, creating collateral and assets for them that led to 67% increase in pipeline.
• Launched 15 new product features and announcements, with segmented customer announcements and analytics.

Head of Product Marketing

Mailshake

Launched one of the first OpenAI micro-tools built on the API. Oversaw efforts to impact messaging, demand generation, acquisition, and retention. Developed strategies across full customer lifecycle including go-to-market, sales enablement, video, split-testing, content, SEO, and partnerships.

• Worked in-tandem with OpenAI developers to plan the first AI email writer.
• Developed AI model fine-tuning strategy and created data to train the model for optimal prompt output.
• Performed product positioning exercises through user interviews, case studies, audience research, and site tests.
• Increased Hubspot contacts by 158% after implementation and created workflows based on segmentation.
• Created research panels to inform messaging tests on headlines and page content, resulting in 29% lift.
• Ran multiple pricing tests, ranging from messaging to layout, that led to 20% increase in demos booked.
• Implemented customer lifecycle strategies that led to 39% increase in revenue per user and 176% increase in LTV.
• Launched new affiliate program and surpassed revenue goal by 242% by customizing page content and co-branding.
• Worked cross-functionally with Sales, Product, and Customer Support teams on enablement and content assets.
• Scaled traffic to 367k monthly site visitors, 34k backlinks, 55k organic keywords, and domain rating of 79.
• Executed go-to-market launches for new features and audiences, including email, site messaging, and notifications.

VP of Marketing

Bucket.io

• Established go-to-market strategies to launch in multiple verticals and customer personas. Built funnels across channels using product marketing, competitive analysis, and conversion testing.
• Led a team consisting of 2 Account Managers, 2 Designers, and 2 Developers, working closely with sales & CEO.
• Strategized go-to-market launch that resulted in 4x over revenue goal and 10x over goal for new customers.
• Engaged leads via email, content, social chatbots, and site messaging, leading to a 52% increase in new users.
• Launched paid ads across Facebook, Instagram, YouTube, and retargeting, with a 45% lower cost per acquisition.
• Achieved a 14:1 (1,400%) ROAS and 64% attendance rate for webinars with demand generation campaigns.
•Developed entire funnel for customer acquisition including site messaging, A/B optimization, and CRM emails.

Head of Growth

Influence Buzz - eCommerce and SaaS Marketing

• Achieved significant improvements in client results that led to: 373% increase in social impressions, 177% increase in engagement, 91% increase in site visits, 900% increase in site traffic from Facebook, and 36% increase in email subscribers
• Managed client Facebook ad campaigns, including strategy, content development, and analytics
• Planned marketing content and analytics for diverse businesses in B2B Software as a Service and eCommerce
• Managed internal and external team and directed day-to-day operations for marketing content, PPC ads, and website
• Guest speaker on over 30 podcasts and co-host of multiple shows
• Created podcast about video marketing and grew listenership to the top 10 in iTunes New and Noteworthy

Director of Digital & Product Marketing

eCommission Financial Services, Inc.

• Oversaw all aspects of marketing, including communications, SEO, direct mail, events, content, email, PPC and PR
• Increased email click-through rate by 118%, and delivery from 50% to 95%
• Boosted visibility and awareness of the brand as a finance industry leader, leading to a 40% increase in new customer acquisition 
• Reduced ineffective spend by over $500,000 yearly, while still increasing customer base and revenue
• Managed marketing team and web/graphic designer with roadmap and asset creation for all communications channels
• Developed process and analytics improvements to increase customer acquisition and marketing effectiveness
• Directed all online and offline campaigns, with yearly budget of $1 million+, while consistently increasing results
• Managed complete brand update and site redesign, with a new mobile-responsive focus and A/B split testing of key pages
• Optimized Adwords campaigns and implemented additional new ad channels such as Facebook and LinkedIn
• Negotiated new content partnerships and developed fresh content in order to increase organic SEO
• Implemented multiple new analytics and business tools which enabled more effective insight into customer behavior

Director of Marketing

11 Main, Inc.

• Managed the following teams for this SaaS and ecommerce company: Communications, Data, Sales, Content, SEM, Email, Video, Social Media, and PR
• Built up marketing team from 1 to 20 direct reports in 6 months
• Managed a yearly marketing department budget of over $10 million
• Developed pricing A/B split testing that led to a 20% increase in signups
• Actively participated in the CEO’s Executive Strategy Team to determine future product development
• Initiated a marketing campaign that resulted in an additional $200,000 in revenue in only 2 months
• Increased affiliate program’s monthly revenue by over 300% in 1 month
• Head of Business Intelligence team that included Business Analyst and technical Data Analysts
• Created multiple ad hoc reports, as well as daily/weekly/monthly report creation with visuals for easy trend analysis
• Planned KPI’s and performance measurement via report creation and dashboards to increase campaign effectiveness and impact business development goals
• Improved Salesforce report development for the sales team, to effectively measure conversion and top leads
• Oversaw spec creation for internal tools and API integrations for external vendor tools
• Converted Sales Department into a Customer Success Team, in order to address all points in the customer lifecycle
• Budgeted and developed SMS engagement and push notifications for promos and mobile messaging
• Planned and designed screens and responsive layouts, as well as native apps, from design to testing and live release
• Greatly improved website’s SEO and trained staff to enhance search optimization
• Planned new email marketing campaigns, and redesigned and rewrote content, resulting in a 3x increase in click-through
• Maximized performance of customer-facing pages and product by coordinating with VP of Product Management
• Integrated sales reports in salesforce.com and improved sales team utilization of Salesforce

Senior Manager of Engagement and Retention Marketing

Lulus.com

•	Created campaigns to engage fans via contests, blog posts, polls, and discussions 
•	Increased Facebook fan count by over 930% in a year, and continually increased fan engagement percentage and activity level
•	Built PR networks and media contacts, which resulted in brand being featured in national media such as The Today Show, Good Morning America, and The Nate Berkus Show
•	Designed and programmed features that allowed customers to interact with brand and each other and to participate in contests
•	Collaborated with hundreds of influential bloggers and major brands to cross-promote business via social media and blogs
•	Received overwhelmingly positive fan and customer feedback via Twitter and Facebook pages regarding brand campaigns and customer service 
•	Hosted numerous Twitter parties that resulted in thousands of tweets being sent by participants with mentions of the brand, which led to many new customers and consequent increase in sales
•	Set up and strategized cross-promotional campaigns with other companies and created beneficial partnerships
•	Analyzed metrics and statistics about the online community to understand how to most effectively involve fans and customers 
•	Identified power users and influencers in the online community, greatly increased interaction with them, and fostered their passion for the product. 
•	Created and held many successful fashion events in several large cities to increase brand awareness

Social Media Manager

Head of Marketing at SparkPlug⚡️AI Marketing Advocate

I help legal professionals adopt AI in a practical and secure way.

With over 15 years in tech and a focus on AI workflows, I work with law firms, in-house counsel, and legal operations teams to build custom AI solutions that improve efficiency. From automating routine tasks to enhancing document review, I translate complex AI capabilities into clear, usable workflows that legal teams can actually implement.

My journey into AI began when I helped launch one of the first micro-tools built with the OpenAI API, an AI email writer created before ChatGPT existed. Since then, I have led AI strategy at SaaS companies, trained teams on AI adoption, and implemented AI-driven systems.

I hold a certification from MIT in Artificial Intelligence for Business. My specialties include:
	•	AI workflow development for legal teams
	•	Prompt engineering for legal use cases
	•	AI training and enablement for internal teams
	•	AI tool audits and evaluations
	•	Aligning AI adoption with privacy, security, and compliance standards

Whether you’re exploring legal AI tools, automating intake, or building a knowledge assistant, I help legal teams implement AI in a way that is strategic, ethical, and aligned with business outcomes.

If you’re exploring AI for your firm or legal department, I’d be happy to connect and share ideas.


This week felt like watching the training wheels come off. 🚴🏻‍♀️

For a long while now, legal AI has been about experimentation and pilot programs. What I’m seeing shift is that AI companies are truly building for how legal work actually gets done, not just what sounds impressive in a demo.

The tools aren't just getting better, they're getting easier to deploy. Funding is happening left and right. And agentic AI? It's about to be everywhere.

Five main things caught my attention:

💰 GC AI raised a $60M Series B round. I'm proud to have been involved in their early growth as the Founding Marketer. Looking forward to seeing them continue to scale!

🤑 Clio raised $500M (largest legal tech round ever!) following its $1B vLex acquisition. Institutional investors are betting that AI-powered legal operations are the future.

🔍 OmniLex raised $4.5M for improved legal research and NLPatent secured $3M for agentic patent workflows.

⚙️ Alexi launched 74+ pre-built AI automations for contract review, due diligence, discovery, and risk assessments. Ready day one.

🤖 Thomson Reuters unveiled agentic workflows in CoCounsel that independently execute multi-step tasks and handle bulk review of up to 10,000 documents (minimal human intervention required).

You can swipe through the carousel for the full breakdown, or catch the deep dive in yesterday's Legal AI Insider newsletter on my profile with more news items.

PS: 🗓️ I'm hosting a webinar next week on 𝟮𝟬 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗟𝗲𝗴𝗮𝗹 𝗔𝗜 𝗨𝘀𝗲 𝗖𝗮𝘀𝗲𝘀 because I want to keep helping legal professionals figure out what actually works. Real examples you can use in your work. Send me a message and I'll save you a spot.

Alessandra Colaci 

Training legal teams to use AI safely and effectively | Founder, Legal + AI

Legal AI Week in Review - Nov. 13, 2025

Some eye-opening investment dollars flowing into legal AI tools this week. 👀

I just published this week's Legal AI Insider covering the developments that caught my attention:

Over $560M in funding (Clio, GC AI, and others), agentic workflows launching from Thomson Reuters and Alexi, White & Case building their own AI assistant, and a surprising stat about legal aid adoption rates.

Over $560 million flowed into legal AI companies this week! Infrastructure capital. Security platforms. Workflow automation that legal teams can actua

Open article: Week In Review (November 12, 2025) by Alessandra Colaci • 4 min read

Gwen Lafage 🐝

VP Marketing, Global Brand and Content @ Sinch 🚀 I B2b tech marketing leader, brand builder

Why do you need a strong brand? 
Because it is the only true differentiator that can’t be copied. And yes that’s also true for b2b companies. 

Think about it: products and features are all becoming the same. Sure you can be a little cheaper or a little better. But why not use your brand to win instead? Your brand is your future-proof competitive edge. 
A strong brand means recognition, credibility, trust, loyalty. 

And that’s why I’ve dedicated my career to building strong brands. BRAVE brands. Brands that connect with people. Brands that dare to be different. Brands with strong beliefs. Brand that build new categories and become their kings. 

I personally believe in the power of communication and creativity. I believe in doing things with passion and taking risks. I spent 10 years in the best Ad agencies in London and Paris, working on the world's leading consumer brands. In my late 20s, I traveled the world for one year. In my 30s, I opened an art gallery in San Francisco before going back to marketing and branding for B2B tech companies in Silicon Valley. In 2017 I moved to Sweden to open the European office of a b2b tech creative agency. 
In 2023 I came back to the US to continue to lead the brand growth of one of the fastest growing tech company in the world, Sinch. 

I’m now VP of Brand at Sinch, where I lead global brand strategy, though-leadership, communications, global events and creative direction for one of the fastest growing tech companies in the world. 

Bottom line: when I want to do something, I make it happen. 
I apply this ‘can-do-attitude’ to everything I do. 

I am always looking for new challenges, opportunities, and learnings, and I love networking and sharing knowledge with other professionals in my field.
Feel free to get in touch.

Specialties: B2B Marketing, Marketing Strategy, B2B SaaS Marketing, Data-driven Marketing, Growth Marketing, Inbound Marketing, Digital Marketing, Branding, Messaging, Content Marketing, Demand Generation, Account-Based Marketing, Engagement Marketing & Events, Project Management, Client Relationship Management, New Business, Campaign Management, Leadership, Operational Excellence.

Interests: B2B Marketing, Brands, Design, Technology, SAAS, Startups, Growth, Women in Tech, Green Tech, Sustainability, Meditation.

Executive member

The Pavilion is a private, invitation-only community of sales and marketing executives at growth-focused companies.

“Ok… I wasn’t sick-sick. I just needed a day.”

Someone at work said this recently, a little hesitantly, a little guiltily.

They had taken a mental health day but felt like they had to explain it.

And it made me pause.

Because how many of us still feel like we can’t say “I’m not okay today” unless we have a fever? 

We’ve made progress talking about mental health at work.
But actually living it still feels hard.

So let’s normalize:

✔️ Taking a day off because our brain is tired
✔️ Sleeping in because we worked late the night before
✔️Going to the gym at noon to burn off some steam 
✔️ Taking a 20min nap because we’re overwhelmed 
✔️Walking the dog at 3pm and touch grass to reconnect with ourselves 
✔️ Picking up the kids at 4.30

Working hard doesn’t have to mean working 9 to 5, or non-stop 8 to 8. 

Yes, I know this is a privilege of many white-collar jobs. But these jobs also blur boundaries in ways that quietly drain us.

Slack at night. Emails on weekends. Constant mental load.

Mental health isn’t a luxury. It’s a basic need.

What would it take for us to stop hiding it?

(👇Me on my way back from the gym at 1pm today, thinking about this post 😅)

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Let’s debunk a myth. 💥 
Just because you’re running TOFU ‘brand awareness’ in your ABM campaign
doesn’t mean you’re building your brand.

Brand awareness needs reach, and not just any reach.
It needs broad, consistent, emotionally resonant exposure across your entire potential market, not just the accounts showing intent this quarter.

That’s the core difference:
👉 Brand building is long-term.
 It creates memory and emotional preference before buyers enter a sales cycle.

👉 TOFU is short-term.
 It captures attention from people already shopping.

But too often, everyone, and many marketers blur the line.
They run a TOFU campaign, get a high CTR, and call it brand.
Clicks don’t equal preference. Awareness without memory doesn’t move markets.

So no, your TOFU ABM campaign isn’t brand. 
It’s performance marketing with a nice banner.
✅ TOFU = activation. CTR = attention.
✅ Brand = mental availability. Brand = memory.

Yes, we need both, but don’t confuse the two. 
Are we using “brand” too loosely in B2B?

Most marketers kill their own brands out of boredom!
And I say this with love… 
because I’m absolutely guilty of it. 😅

I come from creative agencies. 
I love new, fresh, bold ideas.
And creativity is essential. Because if you don’t cut through the noise, you’re invisible, right?

But here’s the true paradox:
Marketers get bored of their brand long before the market even notices it.
Inside the company, we see everything on repeat.
Outside, most people barely see it once.
And we’re the ones pushing to change it.

And the research is painfully clear 😬 
Brands grow through consistency and repetition,
not constant reinvention every time we get tired of our own assets. 

The truth is uncomfortable. The tension is so real for me!! 
What should we templatise so we can scale?
What should we reinvent so we can stand out?
Where do we stay consistent?
Where do we push creatively?

Honestly, I don’t have the perfect answer.
Just a belief that strong brands sit in the messy middle:
creative enough to stand out,
consistent enough to be remembered.
They’re built by surviving the tension between creativity and consistency.

Some days that inspires me.
Other days it drives me crazy.
But that’s the real work.

Anyone else feeling this too?
How do you balance this brand building paradox?

There’s no such thing as a “right” career path. 💥 
Julien Rio asked me on his Marketing Blueprint podcast how I got where I am and whether it was all part of a plan. The truth is… it wasn’t.

Was I ambitious? Yes always, but not always in the most conventional ways. 
I didn’t always chase titles.
I didn’t optimize for salary.
I didn't have a straight line up the corporate ladder.

I just followed what felt right at the time: the next adventure, the next challenge, the next thing that sparked my curiosity and my excitement.
Did I always make the smartest career move? No.
Some were probably rushed. Some only made sense years later.
My therapist would probably say I was sometimes running toward something, and sometimes running from something. 😅
Did I sometimes compare myself to peers with shinier titles and bigger salaries? Yes, and still do sometimes.

From business school, I was conditioned to think careers should go up, up, up 
(“It’s our moment” 😉  if you know, you know)

But what’s the top, really?

The pandemic pushes many off the regular ladder path.
AI is reshaping everything again, the “perfect path” is about to get rewritten anyway.

So let’s normalize non-linear careers? 
Let’s stop conditioning what success means?

The definition of success is personal. 
A job title, control over your schedule, more time with your family, being able to paint, giving back to your local community, 
or just a job you enjoy -- whatever you (we) decide! 

If you’re building your path right now, here’s a thought:
You don’t need to know exactly where you’re going, just what matters to you right now.

Check out our chat on career, but also leadership, burnout, and of course brand 😉 
Let me know your thoughts!

🎬 I declare Predictions 2026 season open!! 
Does our teaser video gives you "Succession" vibes too?? 
(So for 2026 are you feeling more Kendall or Shiv? 😉)

So you would probably guess it, at the core of our predictions, 
we have AI, AI, AI...🤖 💫 

But, not AI for the sake of AI.
Not chatbot hype.
But real, fluid, human-feeling conversations… everywhere.

✅ AI making conversation volume explode.
✅ AI agents getting smarter.
✅ Voice AI handling nuance.
✅ Inboxes becoming intelligent.
✅ Channels evolving by region.
✅ Trust becoming a design principle.
2026 is really shaping up to be the year conversational messaging finally becomes the default, 
and still, none of this replaces the human touch.

AI accelerates everything, but we don’t stop craving connection.
In fact, the more AI enters our lives, the more we expect brands to sound like people!

That’s the heart of our Sinch 2026 predictions 💛 

And I think what's true for our digital communications predictions is true across marketing too
> How do we scale conversations without losing authenticity?

(And now I'm curious:
When you watched our teaser video, did you feel the "Succession" energy too? 🤣  Is AI making you excited or nervous?)

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The Battle

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Gwen Lafage 🐝

Followers

Posts

Engagements

Likes

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