Career Journeys: Finding My Fit in Accounting Marketing

My career in accounting marketing began in 1994 in Williamsburg, VA, when I answered a newspaper ad (yes, a newspaper ad!) for a marketing coordinator position at Eggleston Smith PC, a regional accounting firm. Almost immediately, I knew I had found the right career fit.

I enjoyed building marketing and business development programs from the ground up, while my colleagues focused on accounting, tax, and auditing. It was the perfect match of talents.

Taking a Chance

Two years later I moved to Chicago, and my resume was mailed (yes, U.S. mail) to the managing partners of the top 15 CPA firms in the city. Within a week, I had three offers and accepted the marketing director position at my current firm.

I built a trusted relationship with the managing partner and was given the support and freedom to create a formal marketing and business development function. Together, we established systems and programs that fueled growth across 11 offices nationwide, while building a consistent and powerful brand in our niches.

Key takeaway for marketers: Be bold about seeking out the right opportunities. Firms want professionals who understand marketing’s value and can build programs that drive growth.

Niche Focus Drives Smarter Marketing

I initially chose the firm based on its size. I knew I wanted to put myself in the position of knowing our firm’s clients personally and interacting with them, which I am able to do on a regular basis. I also chose it because it was niche-focused, which turned out to be a smart business decision.  As the profession has evolved, specialized niches make outstanding business sense. That niche focus has been an important part of how we are able to effectively market, and most importantly, serve our clients at the highest level.

Key Takeaway for Marketers: Industry focus is good strategy. Specialization builds trust, expertise, and efficiencies that make marketing more impactful.

Growing with the Firm

It is hard to believe I’ve been with my firm for 27 years. With that longevity comes invaluable institutional knowledge, but also a deep alignment with strategy, goals, and clients. From day one, I have focused on initiatives and programs that drive systematic and strategic growth, strengthen our brand, and attract and retain clients. I serve as brand captain, connector, and leader of our marketing and business development program. It is a team effort. I work closely with all the firm’s partners, principals, and managers to strategize on new business opportunities, and I work closely with them to generate and close new business. The confidence I have in our people and their work makes it easy to market the firm.

I have had the support and flexibility to evolve with the firm and leverage my strengths. This has fostered both personal growth and collaboration across departments. For example, I’ve partnered with HR to meet with new hires to introduce them to our firm and the marketing program. This gives them a sense of how their work ties into our brand and the importance of outstanding client service and client relationships. Beyond onboarding, I collaborate with HR to strengthen internal communications to ensure our people feel informed, engaged, and part of a unified team.

Key Takeaway for Marketers: Build relationships internally. Marketing is most successful when it’s integrated with leadership and client service teams.

Evolving Roles and New Opportunities

My role has expanded to include internal training and coaching. I mentor younger colleagues and help them grow in their careers. I also serve on the board of a scholarship fund that was developed to honor a beloved partner who passed away from breast cancer — supporting women in accounting is both the fund’s mission and one that is very important to me personally.

Key Takeaway for Marketers: Stay flexible and look for ways to add value beyond your job description. The more embedded you are across the firm, the greater your influence and impact.

The Power of Relationships

I have always reported directly to the managing partner and have built strong, trusted relationships with the two MPs I’ve worked alongside. This reporting structure has enabled me to work independently while benefiting from their support and guidance, creating an efficient and well-aligned ability to work freely and consistently.

I often get asked why I’ve chosen to stay at the firm for nearly three decades. The answer is simple: for me, it is the perfect blend of meaningful and enjoyable work and great people. Our clients are kind, humble, and genuinely appreciative, and our team is made up of hardworking professionals who genuinely enjoy what they do. On a personal level, I have always felt respected and valued for my contributions — and that sense of appreciation has made all the difference in my career.

Key Takeaway for Marketers: People and culture matter. A firm where you’re respected and valued will always be a place where you can do your best work.

Finding Community in AAM

Outside of my firm, my involvement with the Association for Accounting Marketing (AAM) has also been a cornerstone of my professional growth and success. Serving on the board and as AAM president not only expanded my network and sharpened my skills but also connected me with a supportive community. Many of these people have become close, decades-long friends. Even today, the annual AAM Summit continues to energize, inspire, and remind me of the power of shared ideas and collaboration.

Key Takeaway for Marketers: Invest in your professional community. Networking and sharing ideas make you stronger, and the relationships you build can last a lifetime.

Advice for the Next Generation

Accounting marketing can be a wonderful career, but finding the right firm is key. If your current role or firm is not the right fit, don’t settle. Keep looking for a firm where you can make a difference. There are many firms eager for talented marketing professionals, with opportunities for varied career paths and leadership roles.  It’s a winding path, but there are so many ways to build your career within a CPA firm.

My final bit of advice applies just as much to life as it does to working in a CPA firm: be easy to work with, be kind, and bring joy and flexibility to everything you do. These aren’t just “soft skills” — they’re power skills. Kindness builds trust, joy creates energy, and flexibility makes collaboration not only possible but rewarding. Together, these qualities shape culture, strengthen connections, and transform work into something people truly look forward to.

Also, I try very hard not to take things personally.  This makes work and life a lot more enjoyable.

Reach out if you’d like career advice — or tips on how to travel the world nearly free on points and miles!   Enjoy the journey.

About the author:
Julie S. Tucek
Marketing Director, Legacy Professionals LLP

https://www.linkedin.com/in/julietucek/
https://www.legacycpas.com/julie-tucek