AAM MINUTE
January 2026: Professional Development
Hot Topic: Marketing roles in accounting firms are evolving – and so are the skills needed to grow within them. Our January Hot Topic breaks down the key responsibilities, focus areas and core competencies for each marketing role, providing a clear roadmap for career progression and team development.
Beginner’s Guide: Learn how one firm incentivized employees to post consistently on LinkedIn, growing the following and engagement of firm accounts while also increasing employee visibility on the platform. In this article, Lumsden McCormick shares their approach to organic growth on LinkedIn.
Seasoned Marketer: Alex Miller has advanced her career by consistently advocating for herself and redefining her role as her responsibilities expanded. Through research, collaboration with leadership and even the help of ChatGPT, she helped create her current position: Director of Operational Integration. Her story highlights how self‑advocacy and adaptability are essential for marketers navigating evolving firm needs.
Business Development: Business development can be hard for marketers to grasp because it operates as its own discipline, with distinct language, processes and measures of success. In this AAM Minute article, Bob Silvy explores what it really means for marketers to become students of BD – by getting closer to the work through observation, role-play and real-world exposure. The result is greater fluency, stronger collaboration and more effective support for firm growth.
Resources of Interest: We’re spotlighting some key certifications for Marketing professionals to consider obtaining in 2026, breaking down what function each certification covers, why we like the course, the learning outcomes, and the price. Want to skill-up in 2026? Click here to see which certifications made our list.
Meet a Member: In this month’s Meet a Member spotlight, Eric Majchrzak, CEO of BeachFleischman, shares how his marketer to CEO journey fuels bold innovation and strategic influence across the accounting profession. His insights on embracing an “outsider” mindset, driving firmwide transformation, and using AAM to elevate your credibility offer a valuable perspective for accounting marketers.
December New Members
Andrew Denham, Mauldin & Jenkins, LLC
Baylee Den Hartog, Cain Ellsworth & Company
Bridget Rupert, Anders CPAs + Advisors
Craig Fallon, HBK CPAs & Consultants
Debra O’Malley, Withum
Denise Asker, Insero Advisors, LLC
Emily Marquis, BerryDunn
Emma Lund, Weaver
Eugene Diaz, KSDT Advisors
Jason Anzaldi, Pease Bell CPAs
Jennifer Burnham, Anders CPAs + Advisors
Kelsey Lambert, Cherry Bekaert
Kim Elm, John A. Knutson & Co., PLLP
Kristen Smith, BerryDunn
Kym Jones, Weaver
Lauren Price, LBMC
Maggie Delano, Cherry Bekaert
Maggie Williams, KatzAbosch
Mallory Borges, Weaver
Meredith Orr, Weaver
Sarah Maddrey, LBMC
Stacie Dykstra, Cain Ellsworth & Company
Susan Lang, Prager Metis
