Firm City & State:
JUST THE FACTS
Name: Kristen Lewis
Title: Director of Marketing
Years of Experience: 18
College Name & Degree(s): University of Pennsylvania, B.A. in Communications
Firm Name: EisnerAmper LLP
New York, NY and Philadelphia, PAFirm Size:
1600Email Address: firstname.lastname@example.orgProfessional Memberships:
Association for Accounting MarketingCommunity Involvement:
PACT, United WayTwitter Handle:
@kristenllewisLinkedIn Profile: https://www.linkedin.com/in/kristenludwiglewis/
GETTING TO KNOW YOU
What types of Culture Shock has your firm seen recently or is going through right now?
Automation and continuous tech innovation are really top of mind, as we work to stay ahead of trends and create valuable experiences for our clients and team members. And like every firm out there, we are going through a shift as the torch is being passed to a new generation of leaders with different approaches, expectations, and strengths to draw upon in growing the practice.What is the structure of your marketing department?
I have the privilege of working in a larger department with colleagues across the country. We organize our department the way we go to market, around industry groups, service lines, and geographies, with functions supporting the overall firm and those teams’ strategic goals.
What have you learned the hard way?
It’s very important to advocate for yourself in your career – no one else is going to do it for you. Seek out new knowledge, develop good relationships, and keep the firm aware of the work you are doing by engaging more team members, celebrating successes, and applying lessons learned from any setbacks. If you can cultivate a champion who believes in what you have to offer and will support your ideas with firm leadership, you will be able to accomplish that much more.What is a “must know” for new accounting marketers?
You won’t be able to get everyone to follow the same plan. And that’s okay! There are many different ways to contribute to the growth of a firm, and aligning your goals and initiatives to your team’s collective strengths will improve your results.What are your special skills or what is something people may not know about you?
I can read a book in an alarmingly short amount of time. I’m a pop culture trivia fiend. And I sing. Constantly.What is the biggest benefit you receive from your AAM membership or what affect has AAM had on your career?
I wouldn’t be in accounting marketing today without the growth opportunities and network of support provided to me by AAM and its members. AAM resources and relationships forged along the way have helped me do my job better and keep developing my skills. Share one marketing tip.
Don’t just look at what other accounting firms are doing to reach their audience. Take inspiration from other sectors, including B2C companies, to help you challenge the status quo and reinvigorate your approach.
What do you feel is the biggest issue facing accounting marketers today?
Differentiation, which is also tied into tech innovation. Making an impact in the market with so many voices vying for attention is so difficult. And the nature of competition among firms is changing as technology helps to level the playing field.What would you be doing if you had not become a marketer?
I’d be a writer, probably producing fiction, comedy or something else fun! What is the biggest project you are working on right now?
As part of my role leading the marketing of our national real estate practice, I have been working on our Qualified Opportunity Funds initiative. We are building a great team, an expanding thought leadership library, and practical resources for the marketplace. It’s been so much fun to be creative in a developing service area, putting new tools to work for a comprehensive campaign.If you had an unlimited budget, what is one thing you would implement immediately?
I’d add even more resources for content creation.What books have you read recently that you feel would be beneficial to other AAM members?
The most recent one is LEAP by Howard Yu, which takes a look at how companies stay successful by innovating in a crowded marketplace.