Meet a Member: Kaelynn Guzman

JUST THE FACTS

• Name: Kaelynn Guzman
• Title: Digital Marketing Manager
• Years of Experience: 3
• College Name & Degree(s): Bachelor of Administration in Business, Marketing
• Firm Name: Withum
• Firm City & State: Houston, TX
• Firm Size: 150 people
• Professional Memberships: AAM
• Community Involvement: Girlscouts, Big Owl Run Club,
• Twitter Handle:
• LinkedIn Profile: https://www.linkedin.com/in/kaelynn-guzman-986630176/

GETTING TO KNOW YOU

• How did you get started as an accounting marketer?
  • I actually got my start while working at a law firm called Akin Gump. Around that time, my aunt reached out about a marketing opportunity that had opened up at her firm—PKF Texas. I decided to explore it, and once I learned more about the firm and what the role involved, I knew it was the right fit for me. It felt like a chance to grow my skills in a new environment, and I haven’t looked back since.

• How does it feel to be named ‘Rookie of the Year’ at this year’s AAM Summit?

• •  It feels truly amazing—like the reassurance I didn’t know I needed. As a young professional, it’s easy to feel like you’re constantly falling short or not doing enough to move your career forward. I can be my own toughest critic, so receiving this recognition reminded me that I am doing enough and that I’m on the right track. Being new to the industry, I’ve sometimes struggled with confidence and feeling like I was behind. This award gave me a renewed sense of belief in myself and in the growth I’ve already achieved.
• Who have been your biggest supporters throughout your accounting marketing career?
  • Definitely my boss, Jen Lemanski. She’s been one of my biggest advocates—always encouraging me to trust what I know and speak up, especially in rooms where I might’ve once stayed quiet. (Let’s be honest, lawyers don’t always listen to anyone but themselves!) Jen not only supports my ideas but gives me the space to take ownership of projects, which has made me more confident, capable and ultimately a stronger marketer.
  • Del Walker, our Chief Growth Officer and Tax Director, has also played a huge role in my development. We have weekly calls—just the three of us—where we talk about firm growth and projects, but they often turn into conversations filled with life advice and a running list of pop culture I’m apparently required to catch up on. Together, Jen and Del have helped me understand the accounting world more deeply and grow into the professional I’m becoming.
• What is a “must know” for new accounting marketers?
  • You must know that asking questions is more than okay—it’s essential. When I first started, I filled an entire notebook with questions for Jen. I asked about everything: processes, tools, team dynamics, client relationships, sponsorships—you name it. I wanted to understand how everything worked and how it all connected. That curiosity actually sparked a lot of great conversations between us and turned into brainstorming sessions about improvements and future projects. I still have that notebook, and every now and then I flip through it to see how far we’ve come and what we’ve already accomplished.
• What are your special skills or what is something people may not know about you?
  • I’m a super creative person. We have a whiteboard in our office where I draw monthly cartoons and pose a fun question to get others to join in—it’s become a little tradition that sparks engagement and conversation. That creativity shows up in my work too, whether it’s through graphic design, writing, or brainstorming ideas. I always try to add my own unique twist to whatever I’m working on.
• What is the biggest benefit you receive from your AAM membership or what affect has AAM had on your career?
  • The biggest benefit is definitely the community. The Circle groups I’ve joined are full of experienced professionals who’ve been in the industry for years. It’s incredibly helpful to connect with people who not only understand the same challenges but often have practical solutions—especially when it comes to using the same tools or navigating similar situations. Being part of AAM has helped me learn more about the industry, develop technical skills, and better understand how to work with partners effectively.
• Share one marketing tip for those getting started in their career?
  • Create a 30-60-90 plan for yourself. When I first started, I used this format to hold myself accountable and stay focused. My plan included goals like learning new software, taking online courses, setting up one-on-one meetings to get to know people across the firm, joining AAM and getting involved in Circle groups. I also included project milestones I wanted to accomplish. After 90 days, I’d build a new plan. That three-month cycle really worked for me—it felt manageable and helped me track my growth without getting overwhelmed by long-term goals.
• What do you feel is the biggest issue facing accounting marketers today?
  • Buy-in from partners. At least in my experience, change in the accounting industry—especially when it comes to marketing—tends to move slowly. Introducing a new process can feel like pulling teeth, and even with follow-up and effort, it doesn’t always lead to action. The challenge for us as marketers is figuring out how to clearly show the value and impact of what we’re proposing, and how it ultimately benefits the firm. Gaining that trust and alignment takes time, but it’s essential for progress.
• What would you be doing if you had not become a marketer?
  • Funny enough, I probably would have become a financial advisor. I earned a minor in Finance and have always loved the idea of helping people find ways to grow or save more. It’s still something I’m passionate about—just from a different angle now.
• What is the biggest project you are working on right now?
  • One of the biggest projects I’m working on right now is developing content for our Business Advisory Services team. We’re focused on building a consistent content calendar, expanding community outreach and driving lead generation.
• If you had an unlimited budget, what is one thing you would implement immediately?
  • Honestly, I’d probably hire another person—just kidding (kind of). If I had an unlimited budget, I’d invest in advanced marketing automation tools. Anything that could streamline workflows, improve campaign efficiency, and free up time for strategy would make a huge difference in my day-to-day.
• What books have you read recently that you feel would be beneficial to other AAM members?
  • Honestly, I usually gravitate toward fantasy or fun reads to unwind, so I don’t have a professional recommendation at the moment. Sometimes stepping away from work-related content helps recharge my creativity—so if you ever need a good escape read, I’ve got plenty of suggestions!
• What blogs/social feeds do you subscribe to that are helpful?
  • I follow a lot of my fellow AAM members on social media to stay in the loop on what they’re working on, where they’re speaking or attending, and any insights they share. It’s a great way to stay connected to the community and pick up real-time ideas and inspiration from people who understand the accounting marketing space.
• Anything else you wish to share that we didn’t cover?
  • I think that’s all folks 😊