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AAM High! Webinar: From Good Intentions to Solid Action: Marketing’s Role in DEI


August 23, 2022 @ 1:00 pm - 2:15 pm EDT

A recent AAM survey shows that firms with DEI initiatives in place earn higher Net Promoter Scores than those that don’t. More inclusive work environments are attractive not only to staff, but to prospects looking for firms with a mission that aligns with their personal values. Marketing, therefore, needs to be deeply involved in your firm’s DEI strategy. In this AAM High webinar, you will hear from three professionals who are at the forefront of their firms’ efforts. In a moderated discussion, they will discuss their journey while offering specific ideas to move your firm forward.


About Bonnie

Bonnie Buol Ruszczyk is the president of bbr companies where she provides strategic marketing, project execution, and content development for professional services firms. Additionally, she is a Cornell-certified DEI consultant providing training and consulting for those looking to start a program or expand what they have done so far. Finally, along with Katie Tolin, she owns Rally Rounds, a mastermind program for accounting practitioners and growth professionals.



About Carlo

Carlo Calma is a member of ORBA’s Marketing Department and has been with the firm for more than five years. Carlo utilizes his marketing and communications experience to manage the firm’s industry and practice groups, providing strategic support for the groups’ client-facing activities, including preparing requests for proposals, coordinating the firm’s educational programs and managing various marketing and business development projects.

Carlo is also the Co-Chair of the firm’s Diversity, Equity & Inclusion Committee. He uses his communications skillset to lead the firm’s diversity, equity and inclusion initiatives.

About Jennifer

A high-impact leader who has worked in CPA firm environments for more than 20 years, Jennifer Goldsmith Cerra joined Herbein in 2020. Goldsmith Cerra previously worked for Baker Tilly, a leading international CPA advisory firm.

As Herbein’s director of communications, she leads the development and execution of the firm’s communications strategy. In this role, Goldsmith Cerra provides direct oversight of all external and internal communications initiatives, and is responsible for management of the firm’s in- house communications professionals.

She is known for her strategic, holistic approach to aligning with key business priorities and working effectively with business leaders. Goldsmith Cerra has also been instrumental in designing, developing and leading change initiatives over the course of her career. She is passionate about diversity, equity, and inclusion (DEI) and oversees strategic efforts and systemic solutions that include Horizon, the firm’s DEI initiative.

About Arianna

Arianna Savoca is a manager in the Human Resources department at Grassi, where she specializes in learning and development, campus and experienced hire recruiting, performance management and DEI (diversity, equity and inclusion) initiatives. She is also instrumental in developing and implementing volunteerism and charitable giving programs to enhance employee engagement and maximize the firm’s community outreach.

Since joining Grassi in 2019, Arianna has relaunched the Grassi Women’s Council and formalized the Grassi DEI Council to promote the equality and advancement of the firm’s diverse workforce. She has also assisted in redesigning entry-level and firmwide technical trainings.

Prior to joining Grassi, Arianna worked in taxation at both a Big Four and a regional public accounting firm. She draws from her experience in client service, employee learning, tax and audits to make strategic decisions about Grassi’s professional development programs, employee engagement, staff scheduling and other policies and procedures.

Arianna’s passion for equity, inclusion and community extends beyond the office as well. She is the Long Island Committee Co-Chair for the Financial Women’s Association and a Moxxie Mentor for the Moxxie Mentoring Foundation, a nonprofit created to support and foster the career advancement and leadership development of young women through generational mentoring. She also volunteers frequently with the Juvenile Diabetes Research Foundation.

A certified public accountant licensed in New York, Arianna is a member of the New York State Society of Certified Public Accountants (NYSSCPA) and the American Institute of Certified Public Accountants (AICPA). She received her Master’s in Accounting from Adelphi University and is a nationally certified SHRM professional.



August 23, 2022
1:00 pm - 2:15 pm EDT
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