Meet a Member: Andrew Reed

March 27, 2025

JUST THE FACTS

  • Name: Andrew Reed
  • Title: Digital Marketing Manager
  • Years of Experience: 8
  • College Name & Degree(s): Penn State, Bachelor of Arts (B.A.), Telecommunications
  • Firm Name: UHY
  • Firm City & State: New York, NY
  • Firm Size: 1,800 employees
  • Email Address: [email protected]
  • Professional Memberships: Association for Accounting Marketing
  • Community Involvement:
  • Twitter Handle:
  • LinkedIn Profile: https://www.linkedin.com/in/andy-reed-a99744109/

GETTING TO KNOW YOU

  • What types of data strategies does your firm employ? We use a multichannel marketing approach, including personalized campaigns via email PR outreach, paid digital advertising, social advertising, event marketing, content marketing and recruitment marketing.
  • What metrics does your firm track and how are they shared? Our firm prioritizes metrics based on conversions via form submissions, site visitation activity, user behavior and engagement rate. We use Looker Studio to visualize trends we notice with these metrics and what we can improve with existing or new campaigns.
  • Describe how your firm users Looker Studio to communicate data and metrics to your team? Our firm uses Looker Studio to identify trends in site performance, understand which campaigns are top-performing or low-performing and review engagement rates, conversion funnels and touchpoint behavior from existing and new prospects.
  • What is the structure of your marketing department? Our marketing team is organized into key roles and specialties, working seamlessly as a unified national team. This structure allows us to collaborate effectively and achieve the firm’s holistic campaign goals.
  • What is a “must know” for new accounting marketers? Understanding how each practice differentiates itself is essential while maintaining a cohesive, unified strategy. This includes aligning targeting, attribution and goal measurement to reflect the overall firm’s objectives and the unique operations of each individual practice.
  • What are your special skills or what is something people may not know about you? I journal my thoughts based on what I hear throughout the day, then revisit them later to reflect on how these ideas could potentially evolve into strategies for deployment.
  • What is the biggest benefit you receive from your AAM membership or what affect has AAM had on your career? I listen to stories from other marketers about the strategies they are testing to determine what has been successful for their firms. Additionally, reading blogs and posts about the evolution of accounting and marketing helps me stay informed about the industry.
  • What do you feel is the biggest issue is facing accounting marketers today? Demonstrating the value of integrating AI tools into digital and content strategies to move beyond traditional search results. While these tools enhance research, gaining more search impressions on these platforms to improve site visibility remains highly competitive.
  • What would you be doing if you had not become a marketer? I would consider starting my own business.
  • What is the biggest project you are working on right now? Restructuring our campaign efforts across paid, social, and other channels to focus on new practices, to nationalize these initiatives.
  • If you had an unlimited budget, what is one thing you would implement immediately? Leverage resources to outsource professional B2B partnerships and influencer campaigns to enhance social media presence, generate user-generated content (UGC), and support podcasts, webinars, events and community building.
  • What blogs/social feeds do you subscribe to that are helpful?
    • Hubspot
    • MarketingBrew
    • Accounting Today
    • Marketing Dive
    • Hootsuite
    • LinkedIn
    • SEOJournal
    • Moz
    • Ahrefs
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