Karen Waga, chief marketing officer at top 200 accounting firm WilkinGuttenplan, was presented with the Association for Accounting Marketing’s 2026 Marketer of the Year award during the group’s Annual Summit event on May 19.
The award recognizes a marketing professional who has shown outstanding performance in the field of accounting marketing.
Waga, who joined the East Brunswick, NJ-based accounting firm in March 2018 and has been CMO since 2023, according to her LinkedIn profile, leads WilkinGuttenplan’s comprehensive firm-wide marketing strategy, overseeing multi-channel campaigns, advanced analytics and reporting, and initiatives that directly align marketing with the firm’s strategic objectives.
Her leadership integrates marketing and business development in ways that strengthen both brand reputation and revenue performance, according to the AAM, which announced this week that it’s rebranding as the Association for Accounting Growth.
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Waga also serves in key leadership roles across the firm, such as the Strategic Planning Committee, where she helps shape long-term direction and execution.
“Karen’s influence is evident firmwide. She challenges the status quo, empowers leaders to reach ambitious objectives, and fosters a culture of continuous improvement,” Allison Corio, chief people officer at WilkinGuttenplan, said in a statement.
Over the past year, Waga has driven transformative initiatives that delivered measurable results, according to the AAM. She led a complete overhaul of internal reporting and analytics, enabling actionable insights across service lines and improving resource allocation. Her introduction of marketing-specific time coding increased data transparency and allowed the firm to better understand marketing ROI and financial impact. These enhancements have strengthened decision-making efficiency and supported more strategic investment in firm resources, the AAM says.
In addition, Waga guided the rebrand and relaunch of the firm’s podcast into Future Focused Advisory, significantly increasing listenership and strengthening thought leadership positioning. She also enhanced the firm’s website with expanded industry and service line content, making it the second-highest source of new business leads and directly contributing to revenue growth and profitability.
“Karen brings an exceptional depth of knowledge about marketing strategy, positioning, and execution, but what truly sets her apart is how effectively she applies that knowledge in a practical, disciplined way,” Dan Fiorentino, managing shareholder at WilkinGuttenplan, said in a statement.
In a post on LinkedIn, Waga, who couldn’t attend the Summit because she is expecting her second child, thanked the AAM, WilkinGuttenplan, and her “incredible team and colleagues” who she said “make this work meaningful every day.” She also expressed gratitude to her mentors and peers across the accounting profession for their support, guidance, and willingness to share so openly.
“I’m proud to be part of an industry that continues to evolve and raise the bar,” she said.
Photo credit: WilkinGuttenplan
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