This month our Staff Spotlight shines on Head of Marketing (and fixer-of-computer-monitor-stands), Liam Yapp!

Tell us about the duties, functions and responsibilities of your job.

I take a wide-ranging approach overseeing our marketing efforts, from onsite conversion and email marketing, to graphic design, content, and social media.

It ensures we promote a consistent brand image, whilst doing the best job we can of explaining to potential clients about our online accounting services.

The other side of what I do, and what the whole marketing team does here, is to keep our clients up-to-date about the latest industry news.

We publish articles, guides, videos and help centre content, so they have the information they need to help them run their businesses.

Which has kept us quite busy this year with the various COVID related economic schemes and impending Brexit changes!

What is a typical working day like for you?

I usually start by seeing what new reviews we’ve had in overnight. It’s nice to see the success stories, and also good to keep on top of any negative ones so we can see what we can do to resolve the situation.

I’ll then take a quick look at the status of other efforts, such as recent social media engagement, and the performance of any promotions we have running.

After that, it’s onto whatever longer-term project I’m working on at the moment. Currently that is looking at how we can further personalise our email marketing efforts.

What particular challenges do you regularly encounter?

In marketing it’s generally the same challenge over and over again – demonstrating who we are and how our online accounting services work,  without spending more and more money!

What are some of the biggest challenges faced by your clients?

Well this year it’s the same challenge faced by us all, the pandemic.

It’s been an awful year for businesses, and we’ve been doing what we can to help. We were also fortunate enough to shine the light on a few small businesses heroes who have been thriving despite COVID-19.

What is your favourite part of the job?

I love the psychological aspect of marketing. Using an understanding of how people think and behave, to help them find the information and services that they need.

What do you like most about working for The Accountancy Partnership?

My team for sure. We’ve all got our strengths, and we all collaborate to great effect, too.

The whole office atmosphere is a great one to work in. We all work hard, but keep it light and have as much fun as possible (which usually involves making jokes about Henry).

What skills do you find most useful to do your job?

My MSc in Psychology. That interest in people’s behaviour feeds into a lot of what I do with our marketing efforts. The other thing I would say is just having a really keen eye and attention to detail.

Where’s your favourite place to visit on days off?

I mean, usually I would say anywhere abroad, particularly Italy. We actually managed to go Bali in March this year just before COVID really hit home.

Apart from that, it would have to be walking our dog Willow down at one of Wirral’s beaches.

Tell us about your proudest achievement.

Does scoring direct from a corner whilst playing football count? Probably not. I was about 12 when that happened too…

I’m not sure really!

How would your colleagues describe you?

I’ll circle back to that one.

What are you reading/binge watching at the moment?

I’m actually reading a book at babies at the moment as we are expecting one in February 2021. Turns out I don’t know very much!

We’re binge watching the 100 too, not sure how I feel about it yet though? It’s OK?

Who do you admire, and why?

That’s easy. Elon Musk. Because he is here to save us all.

What question would you really like to answer, and what’s the answer?!

What do you call the last meal of the day? DINNER. It is quite clearly dinner.

Learn more about our online accountancy services for small businesses. Call 020 3355 4047, or grab an instant quote online.

About The Author

Elizabeth Hughes

A content writer specialising in business, finance, software, and beyond. I'm a wordsmith with a penchant for puns and making complex subjects accessible.

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