Legal AI startup Spellbook has appointed Meltem Kuran‑Berkowitz as its chief marketing officer, marking a major step in its growth strategy.
Kuran‑Berkowitz, who previously led growth at Deel and helped scale the payroll platform to $1 billion in annual recurring revenue, joins Spellbook full‑time after freelancing for the company.
Kuran‑Berkowitz Rejects AI‑Generated Human Imitation
Her immediate goal is to help Spellbook reach $100 million in revenue by year‑end. She emphasized that while AI can support marketing tasks such as analyzing sales calls or building internal decks, it should not impersonate human communication.
“If we’re going to get somebody’s eyeballs, whether it’s in an email or an Instagram post, we’re going to be honest with you about it: it’s going to be made from another human,” she said.
Spellbook, which raised $50 million in Series B funding in 2025 and secured a $40 million debt facility earlier this year, is positioning itself as the default brand for contract management.
Kuran‑Berkowitz’s strategy avoids celebrity sponsorships, focusing instead on meaningful customer touchpoints and community‑driven engagement.
Her approach reflects a broader shift in legal tech, where startups like Harvey and Legora compete with giants such as OpenAI. “The world runs on contracts,” she said. “And the contracts run on Spellbook.”
