North West-based law firm Farleys, which is part of legal services business Lawfront, is set to have its growth plans amplified once more through the appointment of Ajay Solanki as the group’s head of digital marketing.

Ajay will lead the digital strategy to elevate the profile and performance of Farleys, as well as the other three Lawfront partner firms – Slater Heelis, Nelsons and Fisher Jones Greenwood (FJG).

With more than 15 years’ experience in finance, automotive, retail, and telecommunications industries, where he has transformed operations to make them highly efficient, automated, and commercially valuable, Ajay will oversee a team of five regional digital marketeers.

He brings a wealth of experience to the role having worked in director-level positions focusing on all aspects of digital marketing strategy, CRM (Customer Relationship Management) performance, and strategic digital growth and transformation.

Backed by private equity firm Blixt, Lawfront provides legal services to individuals and businesses through leading regional law firms FJG, Nelsons, Farleys and Slater Heelis.

Backing these firms to achieve their growth ambitions, Lawfront provides investment in people, technology, cross-group collaboration and further local acquisition, with the support of a highly experienced central team.

Axel Koelsch, Chief Operating Officer of Lawfront, said: “Ajay is the next natural step for growing Lawfront’s value proposition. His appointment is pivotal in supporting the incredible and unique firms within our group whilst also building on our own brand presence and educating on Lawfront’s key USP’s and unique proposition in a competitive marketplace.

“Digital marketing is key for our growth, and Ajay possesses the perfect blend of skills to lead our digital marketing team to success. His expertise in enabling businesses to grow profitably, disrupt markets, and deliver a competitive advantage through digital mediums will be invaluable to Lawfront’s ambitious growth goals through strategic acquisition.”

Earlier this year, Slater Heelis marked Lawfront’s third acquisition in the last 12 months, bringing its revenue to £70 million.

Following its eighth acquisition, Ajay’s role is pivotal for the business to continue its ambitions to be among the top 40 UK firms and achieve a total revenue of £150 million.

Ajay said:

Lawfront stands at the forefront of a constantly evolving legal landscape, where a strong digital marketing strategy is essential. This opportunity to lead a talented team of digital marketing professionals, with the backing of Lawfront, is incredibly exciting.

Together, we will drive strategic growth and digital transformation across the group’s law firms, ensuring that our value proposition resonates powerfully with our clients. I am eager to contribute to Lawfront’s journey as we harness the potential that digital marketing can achieve.

Lawfront’s vision is to build a high-quality, national business, dedicated to its people, and retaining the very best in the profession to provide the very best possible service to clients. To find out more about Lawfront, visit www.lawfront.com.