We’re excited to share with you the keynote and general sessions taking place at the 2025 TW x SW Conference, October 27–29 in Denver.

These sessions are designed to spark critical conversations, provide cross-functional insight, challenge perspectives, and leave you with new ideas to take back to your firm.

Here’s a first look at what’s in store:

Law firms worldwide are perfectly positioned to capitalize on the miraculous breakthroughs of generative AI. These firms possess exactly the right kind of data—decades of legal documents, contracts, and expertise. They have a culture built on continuous learning, rigorous training, and mastery of language. This should position firms at every level for transformational success in the AI era.

But that’s not what has happened yet.

In this keynote, Justin Antonipillai, founder and CEO of Stewardshipped.ai, and former law firm partner, tech founder, and AI leader—will demystify the key technical concepts behind the AI revolution, spotlight the unique advantages law firms hold at this critical moment, and identify the crucial issues this community must address … and soon.

In this powerful, unscripted session, executive coaches will conduct live 1:1 coaching with legal leaders—partners, practice heads, or law firm executives—without prework or polish. What you’ll witness isn’t performance—it’s process. As each coaching conversation unfolds, we’ll pause to unpack the deeper moves: how we invite reflection, create psychological safety, challenge limiting beliefs, and open space for real breakthroughs.

This is not theory. It’s what leadership growth looks like in real time—and how skilled coaching can unlock business development, team alignment, and deeper client relationships.

This session is ideal for CMOs, BD/marketing directors, people managers, and professionals who lead or support lawyers in navigating performance, communication, or engagement challenges.

Moderator: David Bruns, Director of Client Services, Farella Braun + Martel
Panelists:

• Paul Shoning, Senior Vice President of Operations and General Counsel, Automox
• Sherin Sakr, Chief Legal Officer, Sky Zone
• Dave St. John-Larkin, Partner and Denver Office Managing Partner, Perkins Coie LLP

This General Counsel panel will explore how marketing, business development, and client service professionals can align more strategically with in-house legal teams. Hear directly from GCs and legal operations leaders on how they define value, prioritize collaboration, and assess firm relationships in 2026 and beyond. 

Speakers:

• Bill Bay, Immediate Past President, American Bar Association
• Gina Rubel, CEO & General Counsel, Furia Rubel Communications
• Patrick Fuller, Chief Strategist Legal, ALM

In a time of political division and economic uncertainty, this forward-looking session will explore how legal industry leaders are responding to external pressures and shifting client expectations. Panelists will share macroeconomic trends, legal insights, and BD strategies that help firms stay resilient and responsive—while upholding the rule of law.

This session is ideal for marketing and business development professionals seeking data-driven foresight, practical strategy, and a broader perspective on the legal landscape.

Hotel Booking

The conference will be held at The Westin Denver Downtown.

A block of discounted rooms is available for TW x SW attendees from October 27–29. To secure your rate, reservations must be made by Friday, October 3. Availability is limited and rates cannot be guaranteed once the block is full.

Sponsorship Opportunities

Support the future of legal marketing by becoming a conference sponsor. The 2025 TW x SW Sponsorship Prospectus is now available and includes a range of opportunities for visibility and engagement. 

Stay Connected

Follow LMA West and LMA Southwest on social media for the latest conference updates. Join the conversation using #TWxSW25.

Thank You to Our Sponsors!