Navigating Change: CPA Firms in a Post-Pandemic Landscape

To turn disruption into opportunities, get marketers to the table "early and often."

Capstone Conversations
By Jean Caragher
For CPA Trendlines

Kristen Lewis, Managing Director of Marketing for EisnerAmper and the 2025 Association for Accounting Marketing (AAM) Marketer of the Year, joins Jean Caragher on Capstone Conversations to share lessons from her marketing leadership, insights on post-pandemic strategy shifts, and her vision for the profession’s future. The conversation examines both the tactical and human aspects of CPA firm marketing in an era of rapid change, industry consolidation, and heightened client expectations.

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Lewis reflects on her oft-quoted phrase from a previous Capstone appearance during COVID—“building the car while driving it”—as still being true today. She notes that the firm’s post-pandemic agility has become both a strength and a challenge, with the pace of innovation and disruption keeping teams moving at high speed. “We proved to ourselves that we could be nimble and change things on the fly,” she says. “That’s exciting, but also exhausting at times.”