Meet a Member: Olivia Collins

JUST THE FACTS

• Name: Olivia Collins
• Title: Marketing Manager
• Years of Experience: 10
• College Name & Degree(s): University of New Hampshire, BA in Communication: Business Application
• Firm Name: Forvis Mazars
• Firm City & State: New York, NY
• Firm Size: Large
• Email Address: [email protected]
• Professional Memberships: AAM
• Community Involvement: Grassroots Leader at Esophageal Cancer Action Network, Previous Chair of Steps to Save Lives 5K for Esophageal Cancer Action Network, AAM Minute Committee member.
• Twitter Handle:
• LinkedIn Profile: Olivia Collins | LinkedIn

GETTING TO KNOW YOU

• How has your role changed with your firms’ recent mergers?
  • My role has changed significantly. Prior to our recent merger, my previous role focused on brand, communications and PR, while at Forvis Mazars, my role now encompasses both communications and supporting the Northeast Region as a service line marketer.
• What is the structure of your marketing department? How has it changed with your recent mergers?
  • Forvis Mazars goes to market regionally, while Mazars operated as one National Marketing team. I now sit on our Northeast Regional Marketing team. At Forvis Mazars we have a National Marketing team that operates partially as an ‘agency model’ where regional marketers can submit work requests for design, social, etc. We are also a MUCH larger team now than we were before – probably across the board.
• You have been part of a few recent mergers-what have you learned the hard way?
  • Don’t expect things to stay the same and don’t be attached to a specific outcome. Expect your role to change. There is a good quote I love to live by: “Be open to the possibility but not attached to the outcome.” There are many different facets to a merger, and it isn’t one size fits all. Things will inevitably change, shift and continue to do so months after the switch has been made. Remaining open to all outcomes and possibilities is key to maintaining a good attitude.
• What is a “must know” for new accounting marketers?
  • Take your time understanding the industry. I joined Mazars after working for Madison Square Boys & Girls Club. I have worked across a few different industries and can confidently say the work remains the same no matter what industry you are in. However, I always take the time to ensure I understand the industry nuances and the business. There are so many things about accounting and our service lines I had to grow familiar with in order to be a better marketer. Additionally, I would encourage new accounting marketers to network with others at their firm. Working in PR allowed me the unique opportunity to have relationships with many different people at the firm, which made my job more fulfilling. Research who your firm’s competitors are and stay up to date with what they are doing so you’re not missing something you could be capitalizing on.
• What are your special skills or what is something people may not know about you?
  • I played the violin for 13 years growing up and was the first chair of the orchestra for 5 years. I played with the Boston String Quartet in high school. I also love to read and am on book 39 of the year.
• What is the biggest benefit you receive from your AAM membership or what affect has AAM had on your career?
  • AAM is a great way to meet other people in the industry. I hope to attend an AAM summit one day and continue my education. I highly enjoy being on a committee and contributing in that capacity.
• Share one marketing tip for those going through a merger or acquisition?
  • Maintain clear communication. Mergers and acquisitions come with a level of uncertainty no matter how prepared you are. Overcommunicate with your external and internal audiences, clients and other stakeholders. Anticipate questions that may arise and be prepared to answer them. Transparency is key – reinforce your firm’s commitment to the client experience and focus on the benefits of this transaction.
• What do you feel is the biggest issue facing accounting marketers today?
  • There are a few issues accounting marketers are facing today. With the rise of AI more policies and guidelines are needing to be developed from scratch. Navigating privacy and data security concerns especially if your firm has a global aspect. The growing number of mergers and acquisitions is also a challenge as maintaining the level of client service and trust is paramount.
• What would you be doing if you had not become a marketer?
  • If funds were unlimited, I would go to law school and do something in that realm.
• What is the biggest project you are working on right now?
  • I am assisting with our Food & Beverage Forum we are hosting this month. I’m still learning the Private Client industry and all the nuances/responsibilities that come with being an industry marketer instead of a brand marketer.
• If you had an unlimited budget, what is one thing you would implement immediately?
  • As marketers we know everyone wants something from you. We often have to say no in our line of work or justify the ROI on something. As a brand marketer we know that sometimes an event, PR tactic or an article serve the sole purpose of raising brand awareness. I would love to be able to just say yes to things that are fun and make sense for the brand, but don’t necessarily have a clear ROI attached to them. I would also implement some tools or bring on more manpower to enhance the quality of our work.
• What books have you read recently that you feel would be beneficial to other AAM members?
  • I’m going to be honest here – I’m not big on business books or books assigned for team meetings etc. I think the best book that would be beneficial to other AAM members is whatever book allows you to escape reality for a bit and brings you joy reading it. We all have limited time, and I find that what works best for me is using my personal time to read things that have been on my never-ending TBR list.