Business Development Advisory · Asia Pacific

Strategic advisory
for professional
services firms

Sullivan Jade Advisory works with professional services firms across Asia Pacific. With nearly two decades inside leading professional services firms, Edwina understands the environment her clients are working in — and what it takes to grow within it.

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Edwina Sullivan

About Edwina

Senior expertise,
personally delivered

Edwina Sullivan has spent nearly two decades leading business development and marketing at some of the world's most respected professional services firms across Australia and Asia Pacific.

She has led BD teams in Melbourne and Singapore and supported practices across the region — working directly alongside partners, practice group leaders, and management committees to develop and execute growth strategies that actually get implemented.

When you engage Sullivan Jade Advisory, you work with Edwina directly. There is no account team, no handoff to a junior, and no generic playbook. The advice is hers, and so is the accountability.

Bachelor of Commerce & Bachelor of Music, University of Melbourne
Design Thinking & Innovation, NUS Business School Executive Education
Executive Coaching, University of Cambridge

Experience

Built from
the inside

Edwina's perspective comes from nearly two decades spent inside some of the world's most demanding firms — earning trust, navigating complexity, and delivering results.

KennedysHead of BD & Marketing, APAC
Baker McKenzieSenior Manager, BD & Marketing, APAC
Freshfields Bruckhaus DeringerMarketing & BD Manager, Asia
Herbert Smith FreehillsBD Lead, Southeast Asia
Lander & RogersBD & Marketing Manager
DLA PiperPitch Manager

How I can help

Practical support,
tailored to your firm

Every engagement is different. Some firms need strategic direction. Others need hands-on delivery, interim leadership, or a trusted sounding board. Sullivan Jade Advisory adapts to what you actually need — not a packaged solution.

Leadership & Strategy

Fractional BD Leadership

Senior BD leadership without the full-time investment — strategic oversight, team management, and operational excellence tailored to your firm.

Interim Support

Seamless coverage during staff transitions, extended leave, or peak periods — ensuring continuity and maintaining momentum when you need it most.

BD & Growth Strategy

Collaborative development of growth strategies that align with your firm's goals, culture, and position in the market — then helping you bring them to life.

Growth & Expansion

Scale Support

Strategic guidance through lateral appointments, mergers and acquisitions, and new office openings across the region.

Proposal Management

Strategic leadership of your most important pitches and tenders — from bid/no-bid discipline to compelling proposals that win high-value engagements.

Client Acquisition Programs

Systematic approaches to attracting and converting high-value clients through referral programs, networking strategies, and targeted marketing.

Client Experience & Insights

Client Feedback Programs

Thoughtfully designed client listening programs that surface genuine insight — and turn that insight into action, loyalty, and growth.

Client Relationship Management

Frameworks and programs that embed client-centric practices across your firm, strengthening the relationships that matter most.

Marketing & Communications

Communications & PR Strategy

A clear communications strategy — media relations, social media, and PR — that builds reputation and presence in the markets that matter.

Brand & Thought Leadership

Establishing your professionals as trusted voices through strategic content, speaking opportunities, and considered public relations.

Legal Directories & Awards

Strategic management of directory submissions and award applications to maximise recognition and rankings in your key markets.

Events

Event Management

End-to-end planning and delivery of client events, seminars, networking functions, and conferences that deepen relationships and open new conversations.

Conference & Workshop Facilitation

Skilled facilitation of partner retreats, strategic planning sessions, and workshops that move thinking forward and produce real outcomes.

Training & Development

BD Training Programs

Practical, customised learning for partners, fee earners, and BD professionals — covering relationship development, networking, proposals, and commercial skills.

Coaching & Mentoring

Personalised development for partners, senior professionals, and BD team members — building confidence, capability, and commercial instinct over time.

Get in touch

Work with
Edwina