Meet a Member: Glen Carmichael


  • Name: Glen Carmichael
  • Title: Digital Marketing Coordinator
  • Years of Experience: three
  • College Name & Degree(s): Bachelor of Science – English, focus in Technical Writing from Radford University; Master of Arts – Communication, focus in New Media Marketing from Southern New Hampshire University
  • Firm Name: YHB | CPAs & Consultants
  • Firm City & State: Headquartered in Winchester, Va.
  • Firm Size: ~ 300 employees
  • Email Address: [email protected]
  • Professional Memberships: AAM, RSM (PS+) Alliance
  • Community Involvement: Social Media Committee Member at the Shenandoah Apple Blossom Festival, Member of Cheers for Charity in Winchester, Va.
  • LinkedIn Profile:


  • What types of strategies for working with partners does your firm employ? Our team at YHB adopts a very hands-on approach when collaborating with our partners. We maintain communication through regular emails focusing on proposals and webinars. Additionally, we hold quarterly meetings with our industry leaders to more thoroughly discuss team goals, business development pipelines, and thought leadership opportunities.
  • What is the structure of your marketing department?
    • CMO
      • Digital Marketing Coordinator
      • Marketing Manager
        • Pursuit Coordinator
  • What have you learned the hard way? One of the toughest lessons I’ve learned is the power of perseverance. Marketing can be a whirlwind, with crazy busy periods that can leave you exhausted. But I’ve discovered that tackling these challenges head-on, taking initiative, and pushing through tough times is where real growth happens.
  • What is a “must know” for new accounting marketers? A “must know” for new accounting marketers is to keep swimming and embrace change! The marketing world is constantly evolving with new innovations. Keep moving forward, stay curious, and continuously seek opportunities for growth and innovation.
  • What are your special skills or what is something people may not know about you? One thing that people may not know about me is I love oldies music (the 70s is my decade of choice). A fun fact is that I had the incredible opportunity to sing on stage with the Beach Boys five times in middle and high school.
  • What is the biggest benefit you receive from your AAM membership or what effect has AAM had on your career? The biggest benefit that AAM has given me is community. As a co-lead of the Social Media Committee, I get to connect with amazing professionals every day. This role has allowed me to build meaningful relationships and learn from others in the field. The knowledge and support I’ve gained through these connections have been invaluable in my career.
  • What do you feel is the biggest issue facing accounting marketers today? One of the biggest challenges facing accounting marketers today is managing perceived capacity issues within our organizations while aligning with the evolving expectations for client experience. Balancing these often requires strategic planning and communication to keep both our team and clients engaged and happy.
  • What would you be doing if you had not become a marketer? Before pursuing marketing, I was going to school to become a high school English teacher. My family is a quirky mix of teachers and accountants, so it’s fun to see that I ended up aligning more with the accountants. I always knew I wanted to do something creative, so marketing has been the perfect fit for me.
  • What is the biggest project you are working on right now? Currently, our firm is in the process of rolling out a new internal intranet. I have loved working on this project as it allows me to blend creativity with analytical and logical thinking. It’s rewarding to contribute to creating a tool that everyone at the firm can use and enjoy.
  • If you had an unlimited budget, what is one thing you would implement immediately? As my role has evolved more into Marketing Operations, I have developed a passion for revamping and building the MarTech toolkit at YHB. With an unlimited budget, I’d go all out in bringing the coolest innovations to our firm.
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