Cari O'Brien

At Lucēre Legal, I guide individuals and families through estate planning and probate with clarity, care, and strategic insight. I bring a values-driven, client-centered approach to legal services that honors both the emotional weight of these decisions and the need for thoughtful, practical solutions. My background in law, marketing, and nonprofit leadership allows me to connect with clients on a human level while offering creative, well-structured plans that reflect their goals and values. Highlights: ✨ Advise clients on wills, trusts, healthcare directives, powers of attorney, and other essential estate planning documents ✨ Guide families through the probate process with empathy, efficiency, and transparency ✨ Communicate complex legal concepts in a clear, approachable way that empowers confident decision-making ✨ Offer creative strategies and custom solutions tailored to each client’s unique situation and legacy goals ✨ Foster a warm, welcoming client experience rooted in authenticity, empathy, and strong communication ✨ Collaborate with a values-driven legal team that prioritizes integrity, teamwork, and community engagement

At Cove & Counsel, I focus on providing steady, compassionate legal guidance to Minnesota-based nonprofits. With over 20 years of experience in the nonprofit sector—as a board president, board member, executive team member and volunteer—I understand the heart behind the mission and the practical realities of running a values-driven organization. I created this firm to be a trusted legal partner for those working to make meaningful change. My approach is relational, clear, and grounded in a service-oriented mindset. Whether you're forming a new nonprofit, navigating compliance, reviewing contracts, or strengthening your board governance, I'm here to help you move forward with clarity, confidence and care. Highlights: ✨ Advise nonprofit organizations on formation, governance, fiscal sponsorship and tax-exempt compliance ✨ Review, draft and negotiate contracts and operational documents with attention to mission, people and sustainability ✨ Support boards and executive teams with strategic counsel around structure, transitions and conflict resolution ✨ Bring deep empathy and firsthand nonprofit insight to legal conversations, offering steady guidance during both growth and challenge ✨ Communicate in plain language to help clients feel confident and empowered in every decision ✨ Champion a values-based approach to legal support, ensuring clients feel seen, respected and understood

Through Ripples Reach Coaching, I help purpose-driven solopreneurs, small business owners and nonprofit leaders build clear, authentic marketing strategies that create lasting momentum. With nearly two decades of marketing experience, including 11 years running a six-figure content agency, I bring a rare mix of deep expertise, creative thinking and wholehearted support. I started this coaching practice to offer something many founders crave: a trusted guide who can help turn ideas into action and values into visibility. I believe marketing doesn’t have to feel overwhelming, inauthentic or out of reach. With the right structure and support, you can grow in a way that’s strategic, aligned and truly yours. Highlights: ✨ Coach clients through foundational marketing strategy, brand messaging, audience alignment and content planning ✨ Help leaders overcome overwhelm and clarify their next steps for sustainable, authentic business growth ✨ Blend strategic insight with compassionate support, empowering clients to take action with clarity and confidence ✨ Offer tailored coaching programs for solopreneurs and nonprofit teams seeking practical guidance rooted in values ✨ Draw on 17+ years of experience in digital marketing, content strategy, SEO, storytelling and brand development ✨ Build strong, collaborative relationships with clients who value trust, transparency and doing meaningful work

I founded Custom Content Solutions to help service-based businesses build trust, visibility, and connection through clear, authentic content marketing. Over 11 years, I grew the company from a solo operation into a six-figure agency with a small but mighty team—and a reputation for excellence, empathy, and results. Our work focused on human-first content that reflected our clients’ voice, values, and expertise. We supported attorneys, financial professionals, consultants, coaches, and other purpose-driven businesses in crafting websites, blogs, and marketing strategies that worked and felt good. I stepped away fully in Q4 2024 to expand my coaching practice, but the foundation of clarity, authenticity and strategy remains at the heart of everything I do. Highlights: 🖋️ Built a six-figure content marketing agency serving 150+ clients in law, finance, consulting, and personal development 🖋️ Led a fully remote team of writers, editors, project managers, and marketing strategists 🖋️ Developed brand messaging, content strategies, and editorial workflows customized for each client’s voice and goals 🖋️ Delivered SEO-informed website copy, blog content, email campaigns, and marketing collateral 🖋️ Spoke at national and regional events on content strategy, brand voice, ethical marketing, and audience engagement 🖋️ Prioritized meaningful client relationships, grounded in transparency, collaboration, and shared success

President, Board of Directors: October 2019-December 2023 Content Director, Board of Directors: January 2019-September 2019

As a regular contributor to this high-ranking legal blog, I focused my articles on topics relating to marketing, writing and networking.

Provided overarching development of and direction for all front-of-house operations. This included hiring, training,and managing approx. 45 seasonal staff, as well as overseeing the recruitment of and leading the training for over 350 volunteers. Assisted with strategy and implementation of innovative box office and ticketing processes, all in support of Fringe's mission.

Created Web content for independent insurance agencies located throughout the U.S.; identified and managed freelance Web content writer resources; mentored/trained new content team members; and assisted in developing and defining internal practices and strategy for fulfilling content-related products (Web copy, email marketing, press releases, blogs, etc.).

Created marketing-focused Web copy for high-profile and international accounts; provided mentoring and training to new and current copywriters; coordinated and managed on-boarding of new team members; represented Solutions Support team on cross-functional committees; and led projects geared toward improving team or Customer Operations processes and procedures.

Analyzed websites of existing client base for proper performance; created custom internet marketing copy for clients based on interviews; and met fast-paced production requirements. Also provided support in creating/reviewing training program; acted as mentor/trainer for new writers; and participated in projects involving international client base. Key achievements: • Promoted from Copywriter II to Copywriter III five months after transferring to the Subscription Services team (have been with FindLaw since October 2007) • Received internal team award for excellent copy, called "Building Better Content," for the month of November 2010

Managed development of numerous incoming attorney websites; edited custom internet marketing copy; and worked alongside various team members to publish websites to meet company release and revenue goals. Key Achievements: • Received P.A.C.E. Award for Excellence in 2009 for key contributions and leadership provided during the creation of a comprehensive training program for all new copywriters. • Created and implemented new training program for all new attorney editor/project managers • Acknowledged by company for continued emphasis on providing high-quality customer service

- C.A.L.I. Award for Excellence for receiving highest grade in Criminal Procedure - Minnesota Justice Foundation Award for Achievement in Volunteer Public Service (50 hours)

Attended 1.5 semesters of law school at Seattle U prior to transferring to William Mitchell College of Law to complete my JD.