Head of Editorial for Top 20 Advisory Firm

Context

Armanino is a Top-20 advisory firm operating across accounting, consulting, risk, and technology. As the firm has scaled, leaders needed a clearer, more consistent way to communicate expertise across service lines, particularly in fast-moving areas like AI, transformation, and modernization. 

My Role

I served as a senior editor and, most recently, as head of editorial, responsible for firmwide storytelling and editorial operations. I own the content lifecycle end to end — from narrative direction to production workflows and editorial governance — working closely with partners, subject-matter experts, and marketing leadership. 

Results

I align editorial content to how prospects actually move through a decision process, without turning expertise into marketing copy. Thought leadership, case studies, and service content reflect our need for lead generation and sales conversations while keeping subject-matter credibility and professional judgment front and center. My team and I ensure that our entrepreneurial voice leads every narrative, and that content earns attention because it's useful — not simply optimized for search or AI.

Embedded executive communications lens into firmwide editorial operations

  • Advised marketing and service-line leaders on editorial direction, prioritizing what to publish, when, and in response to client and market needs. 

  • Ensured partner expertise, judgment, and credibility shaped narratives before content entered production.

  • Created clear editorial pathways for market and regulatory changes, including guidance on when to issue alerts, updates, or deeper analysis. 

Built editorial capability through AI-enabled leadership and training

  • Oversaw the content production lifecycle for an 8-person freelance writing and editorial team, balancing quality and speed.

  • Designed AI-enabled workflows that accelerated ultimate guides on tax changes, industry perspectives, and market responses without sacrificing accuracy and expertise.

  • Set clear AI usage standards, defining where AI accelerated production and where human judgment remained essential. 

  • Used AI to pressure-test content through a buyer's lens: clarity, value, social proof, and decision relevance. 

Led the service page content process from end to end

  • Owned the service page content workflow with SEO and product teams, guiding how expertise was structured and presented across service, solution, category, and industry pages. 

  • Guided marketing and practice leads on narrative direction, making social proof a requirement so service pages reflected how clients evaluate advisory firms, not internal org structures.

  • Translated complex advisory offerings into clear, buyer-relevant narratives without oversimplifying or overpromising outcomes.