How Slater Heelis strengthened their marketing and comms function
- May 18
- 3 min read
Updated: May 19
When Slater Heelis went looking for a way to strengthen its marketing function, Head of Marketing Kristen Drummond knew exactly where to turn. The Manchester law firm has been partnering with The Juice Academy since 2023, bringing in apprentice talent trained by practitioners Kristen had long admired from her time working in PR.
"I knew of the Academy when I was working in PR and always admired the quality of their work and clients," she says. "So when I saw that I could have an apprentice trained by them, I leapt at the chance."
The process of finding the right candidate was unlike anything Kristen had experienced through traditional recruitment. The Juice Academy's approach pre-assesses candidates through practical tasks before employers meet a select group of shortlisted individuals. For Kristen, it was a revelation.
"It was a different way to recruit but was highly effective and the quality of the candidates was very good."
It was through that process that Nadine Parker-Jones stood out. Joining Slater Heelis as a marketing apprentice, Nadine was immediately navigating the demands of a busy legal marketing environment while working through The Juice Academy's digital marketing curriculum. Far from finding the dual challenge overwhelming, she credits the course's practical grounding with giving her the confidence to hit the ground running.
"The training provided me with a broad range of practical skills that I use regularly in the workplace," she says. "This includes hands-on experience with design tools, video editing and writing copy tailored for different social media platforms, which gave me a strong foundation to step into a marketing role with confidence."
What set the Academy's teaching apart, according to Nadine, was its accessibility. Complex concepts were consistently broken down in ways that made them stick, with the emphasis always on understanding the reasoning behind a technique rather than simply following instructions.
"Concepts that were unfamiliar at first were consistently explained in simple, accessible terms, which helped strip things back and made the learning far less daunting. This approach allowed me to understand the reasoning behind tasks and techniques, rather than just following instructions."
The impact on Slater Heelis's marketing output was tangible. One of Nadine's most significant contributions has been owning the firm's monthly reporting for senior leadership, a detailed breakdown of campaign performance, social media analytics and event activity. It is precisely the kind of high-visibility, data-driven work that requires both technical skill and clear communication and the apprenticeship equipped her with both.
"Each month, we produce a detailed report covering campaign performance, social media analytics and event updates," she explains. "The reporting and presentation skills developed during the apprenticeship have been crucial in helping me analyse data confidently, present clearly and contribute meaningful commentary on performance and next steps."
Kristen watched that evolution in real time. As Nadine progressed through the course, the difference in her capabilities became increasingly apparent and the trust placed in her grew accordingly.
"Nadine has truly embedded herself into the team. She now manages our events and networking function of the team, which helps to increase the capacity of the team."
That expanded role is reflected in Nadine's career trajectory too. Since completing her apprenticeship, she has been promoted to Senior Marketing Executive, a progression that reflects both the skills she developed and the professional maturity she brought to applying them.
For Slater Heelis, the partnership with The Juice Academy has delivered something that goes beyond filling a skills gap. It has introduced a way of working, of learning, of building team capacity, that continues to pay dividends. As Kristen concludes: "They were supportive and helpful."
Simple, perhaps, but in the demanding environment of legal marketing, that reliability matters.
Connect with the team at Slater Heelis
Kristen Drummond, Head of Marketing
Nadine Parker-Jones, Senior Marketing Executive
This is a great example of how apprenticeships can create real value for both employers and fnf Practical training combined with hands-on experience builds confidence and delivers meaningful business results.
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Reading how Nadine gained hands-on skills in design and monthly reporting through The Juice Academy's practical approach made me think of bomb it moments in my own work-like quickly mastering a new tool during a coffee break.
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What an exceptional partnership! It's fantastic to see a prominent law firm like Slater Heelis investing so heavily in young talent through The Juice Academy. Shaping the next generation of digital marketing professionals while staying ahead in a fast-paced industry is far from Easy Games, but this collaboration is a massive win for everyone involved!