IPA Spotlight On … Karen Love, PKF Texas

Name: Karen Love

Karen Love

Karen Love

Title: Director/Ambassador

Firm: PKF Texas (FY16 net revenue of $24.2 million) of Houston

Accomplishments:

  • Blazing the trail for marketers in and out of the accounting industry.
  • Succession on the Association for Accounting Marketing Board with two of my team members, Raissa Evans and Jen Lemanski, serving terms after me.
  • Set a model example in the industry, winning over 180 marketing awards including most recently the Leading Edge Alliance On the Edge Innovation award and Houston Business Journal’s C-Suite Award: Outstanding Chief Marketing Officer.
  • Using an inside out approach to integrate accounting firm culture with community culture, creating programs like FastTech 50 and Houston Young Professionals Endeavor.

As one of the first marketers (and a non-CPA) to be admitted as a partner in the country, can you give us your perspective on how the role of accounting marketing has changed over the years and where you see it going?

As one of the first non-CPA owners in the accounting industry, I consistently take pulses of the marketplace and strive to fill gaps. The accounting industry is becoming more consultative, therefore as marketers we have to match traditional needs with futuristic and digital technology support. Setting a stage for consultative thinking in a sea of compliance is a magical thing that has to be mastered. One trend, which will continue, is engaging younger team members earlier and embracing reverse mentoring. Also, corporate social responsibility that builds on the culture of the firm becomes a magnet for future clients. The use of data to make decisions is a happier journey with a lot less guesswork.

You’ve said one of your greatest professional joys is mentoring young professionals. Why?

Positioning others for success makes me happy and is always mutually beneficial. Lessons yielded from being a team leader are some of the most valuable to be had when mentoring young professionals. Who wouldn’t want to see someone they’ve mentored achieve great success?

I’d love to hear about your work with MAKERS, a storytelling platform for women, and your award. Why is it so important for women to tell their stories?

One quote I live by is, “One woman’s success can only help another woman’s success.” And it rings true for me. MAKERS is a platform out of New York City from a filmmaker named Dylan McGee. This woman is building a well-known brand that demands attention for all of us. MAKERS allows us to share stories that not only engage, but help other women in navigating their own path.

PKF Texas operates in the extremely competitive Houston market – how can your firm continue to differentiate itself in the marketplace and attract the best talent?

Culture is really the only thing that differentiates a professional services firm. In the fourth-largest city in the country, our culture is displayed as a differentiator through our internal university, 30+ languages spoken and our corporate social responsibility in our community, which helps us showcase our brand. Prospects and clients want to work with a firm with such a culture. Our early talent pipeline process of working with key universities to attract the right accounting/consulting professionals to our firm is key to the culture and differentiation.

Do you know someone else who would make a good Spotlight? Contact Christina Camara.