1. How did you get into the profession?
I kicked off my career back in 2010, choosing an apprenticeship over the university route, which led me to Keytime – then a small, independent software house in the accountancy sector. I was a marketing team of one, so it was a real crash course in everything from strategy to execution, and it was where I truly honed my craft. In 2015, Keytime was acquired by IRIS, one of the leading software brands in the industry. I saw it as a fantastic opportunity to grow alongside a major player. I spent nearly a decade there, eventually leading the marketing for the accountancy division. It was rewarding to play a significant role in shaping our direction and supporting the business as it grew in a competitive space.
2. What’s the best advice you’ve ever been given?
For me, it was a real lightbulb moment when I was told, “If you feel like an imposter, you’re exactly where you need to be.” I’d been dealing with imposter syndrome while trying to build my personal brand, and that advice really shifted my perspective. It reminded me that feeling uncomfortable or out of my depth is often a signal of growth. When we start feeling too comfortable, we become stagnant, so I’ve learnt to lean into those moments of discomfort because that’s where the real progress happens.
3. What do you see as key trends for the sector in the coming year?
AI is definitely top of mind, and accountants who embrace AI won’t just have an edge – they’ll be the ones who redefine the profession. AI isn’t here to replace accountants, but those who leverage it will lead the way forward.
From a marketing standpoint, there’s a real shift in businesses strengthening their digital footprint, especially by showcasing their culture on websites and social media. That shift is because everyone wants to attract top talent. 65% of job seekers check company websites and 67% visit career pages before applying (according to LinkedIn), so we’re working with businesses who recognise the importance of bringing their personality to life online, ensuring their digital presence genuinely reflects who they are.
4. What one person or business in the industry do you really admire and why?
Just one? That’s really hard! I’d have to say Grace Hardy. She’s built her business almost entirely through social media, which, to me, is the future of client attraction for accountants. Grace has shown how powerful a digital presence can be, and she’s a great example of why it’s so important to invest in your online footprint.
5. What’s the best part of your job?
As a marketer, I see ignoring marketing is like opening a business and keeping it a secret – you can’t thrive if no one knows you exist. I love helping businesses shout about who they are, because the brands that succeed are the ones that tell a compelling story, and there’s nothing more rewarding than seeing that story drive real growth.
