What’s one key trend you’re seeing in your sector right now?
The most significant shift I’m witnessing in accountancy marketing is the rapid acceleration of AI adoption, it’s not just as a buzzword, but as a practical tool that’s fundamentally changing how we work. Within my own team, we’re already embedding AI into our daily tasks, from content creation to data analysis, and it’s really helping. It provides us with more time to be more creative.
The key message I share with other marketing professionals is this: AI won’t replace marketers, but marketers who use AI will replace those who don’t. It’s not about the technology taking over our roles, it’s about augmenting our creativity, freeing us from time-consuming tasks, and allowing us to focus on strategic thinking and authentic human connection. The marketing professionals who embrace this shift now will find themselves significantly ahead of the curve.
What advice would you give to the next generation entering your field?
Embrace AI and emerging technologies from day one but never lose sight of the fundamental marketing skills that technology can’t replace. The next generation of marketers needs to be bilingual: fluent in both cutting-edge digital tools and timeless principles like strategic thinking, storytelling, and understanding human behaviour.
My advice would be to develop a curious mindset and commit to continuous learning. The marketing landscape is evolving faster than ever, and the skills that got you your first role won’t be enough to sustain your career. The pace of marketing is fast and we are being asked to do more for the same amount of money and time so invest time in learning how to use AI tools to help you. Equally invest in developing your strategic thinking, creativity, and ability to build genuine relationships.
Most importantly, don’t be afraid to experiment and fail. Some of the best marketing campaigns come from taking calculated risks and learning from what doesn’t work. The marketers who’ll thrive are those who stay adaptable, remain curious, and aren’t intimidated by change.