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When Kidd Aitken Legal Marketing launched back in 2015, we were remote from day one, long before it became the norm. While many companies have started exploring flexible working, being fully remote is still pretty rare. That’s what makes our setup a little different: from the start, we’ve built a truly global team that isn’t limited by geography or office walls.
Most of us who came from UK-based legal directories like Chambers and Partners or The Legal 500 are still UK-based, but today our team stretches across continents. In fact, Latin America now rivals the UK in terms of team size. This global footprint isn’t just a fun fact but a huge advantage. With colleagues spread from Sao Paulo to Tokyo, we’re able to support clients from different legal markets, in multiple languages and across every time zone.
This international structure naturally lends itself to flexibility. Some team members work part-time, others take on new responsibilities to broaden their experience, and everyone sets their schedule in a way that makes sense for their location and life. While our backgrounds vary, our consultants have spent time in law firms or legal directories, giving them a deep understanding of the legal sector and the insights that matter most to our clients.
To give a better picture of what it’s like to work here, I spoke with three colleagues from different corners of the business. Each of them brings a unique perspective, but as you'll see, some common threads run through all their stories.
Job title: Legal Directory Senior Consultant
Location: Tokyo, Japan
Country of birth: Indonesia
Languages: English, Indonesian and Japanese
Prior to joining Kidd Aitken, what was your background in relation to legal directories/law firms?
I graduated from my master’s in law from a London university in 2022, following completion of my bachelor’s in law in 2020. I also completed a three-month apprenticeship at a local law firm in Indonesia, which is where I’m originally from, in 2019.
What is a typical day at Kidd Aitken like for you?
My working day starts at 11.00AM Tokyo time, which is currently 3.00AM UK time, and finishes at 7.30PM local time. I have lived in Tokyo for the last year, having moved here after marrying my husband, and have been learning Japanese for the last six months. Before work, I study Japanese for at least an hour – which includes online classes, reading and film – and typically also go for a walk in one of the local parks. I sometimes even work outside. A standard day involves me managing the directory submissions process for various clients, which I do in tandem with two team members. Part of the role obviously includes writing the submissions, and these have to be written in our house style, and at other times I’ll answer queries from our clients via email or Teams. After work, I love to craft pottery at home.
What’s one aspect of working at Kidd Aitken that you particularly like?
I really love the flexibility of the hours, and since I moved to Tokyo I have really liked how independent I can be with my work. I am able to do everything at my own pace so long as I get the job done. Of course we have deadlines to meet, but if there’s an emergency at home I can tend to that and then make up the time afterwards. Further, the flexibility affords me the luxury of working from different countries, meaning that I don’t have to miss out on any major events. I think this is very special, especially for someone like me who does not live in their home country, and far from the rest of their family. Last year I was in Indonesia for my wedding, moved from London to Tokyo, and then went back to Indonesia a couple of times to sort out my visa and be with my family during a difficult time, all while not missing work. Another thing I like is that this work is at the intersection of law and marketing, so I am exposed to a lot of industry insight from both sides, and through that I gain invaluable knowledge and transferable skills.
Job title: Legal Directory Consultant
Location: Malaga, Spain
Country of birth: Brazil
Languages: English, Portuguese and Spanish, learning Italian.
Prior to joining Kidd Aitken, what was your background in relation to legal directories/law firms?
Between 2007 and starting at Kidd Aitken in 2024 I held various marketing manager and marketing consultant roles within the legal sector. I worked primarily with law firms across Latin America, mostly in Brazil, including Andrade GC Advogados, a Band 1 firm and Veirano Advogados, one of Brazil’s top 10 law firms.
What is a typical day at Kidd Aitken like for you?
I start at 9.00AM Spanish time, so that’s 8.00AM in the UK. I’ve been in Malaga for the last five years but have lived in Spain for seven. I’m originally from Rio de Janeiro. I usually take my dog for a walk and spend some time gardening on my balcony — it’s my favourite hobby. A large part of my role is to act as a point of contact for our clients, including lawyers and business development teams, which involves answering their queries and sending them regular reminders to provide outstanding content. Another significant portion of my day is spent drafting directory submissions, which means using the information provided to me by the law firms but also conducting desk research to augment the content I write with further information, such as that which illustrates the team’s most notable capabilities or the complexity and significance of their work. Once I’m finished for the day, I often go to the gym, as I typically train three or four times a week. I also enjoy playing classical guitar and usually end the evening by watching a film, as I’m a true cinephile.
What’s one aspect of working at Kidd Aitken that you particularly like?
The Kidd Aitken culture suits me well, and the flexibility of working remotely is fantastic. I know that if I have a problem at home, I can simply explain the situation to my manager and deal with it as needed, making up the hours later if necessary. Working remotely also allows me to stay close to my son, which is very important to me.
What really stands out, though, is the people. Even though we all work from home, I’ve developed excellent and genuinely supportive relationships with my colleagues. In addition to all of this, I take pride in my work and truly enjoy helping our clients achieve excellent rankings.
Job title: Legal Directory Managing Consultant
Location: Kent, UK
Country of birth: UK
Languages: English, French and Spanish
Prior to joining Kidd Aitken, what was your background in relation to legal directories/law firms?
I worked at Chambers for six years. I was a Deputy Editor on the Latin America team and was responsible for researching six countries. I was one of the first to trial the Chambers scoring system whereby firms are scored on their bench, sophistication of work, etc. I was also at Mishcon de Reya for two and a half years, on their business insight team. I helped prepare reports for companies, expand existing client relationships, conduct market research and host presentations to the lawyers.
What is a typical day at Kidd Aitken like for you?
I am based in the UK and start at 09.00 and finish at 17.30, though there is sometimes flexibility on that. I like to take my dog for a walk, then start work, firstly checking my emails and to-do list. A typical day depends on what time of year it is. At the moment, I’ve been preparing for many client ‘strategy’ calls, which includes reviewing and analysing the firm’s directory submissions from last year. I also review draft documents prepared by my team, ensuring they align with Kidd Aitken’s house style and with what’s been agreed upon on the strategy calls, answer ad hoc queries from law firms, host regular calls with my team members, and prepare training materials for internal use. Outside of work I like reading, gaming, golf, cricket and trips to the beach or to local woodland with my wife and our dog.
What’s one aspect of working at Kidd Aitken that you particularly like?
The genuine flexibility. A lot of companies say they’re flexible but are actually not, whereas at Kidd Aitken you can be truly autonomous with how you manage your work. I can have an appointment halfway through the day and then make up the hours afterwards. Everyone trusts one another to do what we’re here to do and there is no micromanagement. Even a lot of fully remote companies wouldn’t necessarily trust their employees as much as Kidd Aitken does.
One last thing worth mentioning: even though we’re a remote team, we’re far from strangers. Most of us have met in person thanks to the company’s in-person events and socials. These events aren’t just a nice perk, they’re a big part of why so many of us form genuine friendships with our colleagues. Despite being remote, there's a real sense of connection here.
James Wright is a Senior Consultant and former Chambers Insight Researcher. He currently manages legal directory submissions for clients and provides marketing support. He speaks English (native) and Brazilian Portuguese (basic) and worked from Brazil in 2023.
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