Lois Laughlin

Senior Product Marketing Manager: Progressed in role with additional accountabilities within the accountant's business unit. Developed plans and strategies for continuous improvement. Supported research and reporting to drive performance tracking. Led the Sage for Accountants GTM, launching the new Suites and ledger proposition (Individual). Set up and led an optimisation squad to address performance challenges leading to the recommending of a new commercial model. Led the Sage Copilot growth squad for Accountants, delivering the early access program and supporting key events. Managed and mentored an apprentice, who completed the program and was hired as an associate.

Senior Growth Manager: Following a re-organisation at the end of FY24, my role now focuses on defining and driving critical revenue plans and their enablement. As a Growth PMM, I design GTM strategies for efficient scaling and lead commercial design thinking. I am accountable for the Accountants UKI revenue plan, directing execution, alignment, and supporting new proposition design and launch. I collaborate with cross-functional teams to ensure market readiness, identify and close execution gaps, and partner with regional MDs and Sales Leaders. I lead product and proposition launches, identify local market opportunities, analyse competitors, and influence strategy and product design.

Accountancy market specialist passionate about supporting accountants and bookkeepers to ensure compliance and success. Defined commercial strategy and value proposition, including growth strategy, pricing, packaging, and messaging. Set objectives and goals, assessed product-market fit, and led launch strategies. Directed revenue planning and execution, collaborated with cross-functional teams, and supported new proposition design. Identified market opportunities, analysed competitors, and influenced strategy and product design. Key GTMs included Making Tax Digital for Income Tax before the government delay and post-delay, strategically pivoting the strategy to digitalisation to mitigate risk to the budget.

The primary focus of this role was serving and supporting a base of accountants and bookkeepers in Northern Ireland, building strong relationships and trust to advocate for Sage's services and products. Achieved through structured visits, events, and a customer success program, ensuring accountants maximise the value of selected and resold products and nurturing relationships to create advocates. Acted as a trusted advisor, understanding accountants' needs and aspirations. Collaborated with business partners, professional bodies and associations, and internal teams.

Professional Development: Aspiring to progress into Product Marketing I developed skills in project management, leadership, GTM planning and execution, messaging, and positioning through my PDP. Gained in-depth knowledge of the PMM role and completed the Product Excellence Bootcamp.

Delivered Accountancy, Bookkeeping, and Payroll Services: Delivered financial management and reporting, engaging with clients on a business advisory level. Reviewed and improved internal controls and processes. Assisted with and prepared records for client audits/inspections. Ensured technical and tax compliance with accounting standards and tax legislation. Managed payroll and VAT services, and provided software advice, installation, and training for the practice and clients. Coordinated and delivered the Regional Initiative to new businesses as an Invest NI Business Advisor generating new business and practice growth.

Provided business advisory, training, accounting, and payroll services to assist and mentor small business clients in particular start-up businesses. Responsibilities included preparing company/business accounts for their accountant/auditor, monthly bookkeeping, bank reconciliation, VAT returns, ECSL, Intrastat, payroll, and year-end administration and submissions to HMRC. As an approved Invest NI Business Advisor, delivered the regional Business program for local enterprise agencies and provided mentoring support to small business startups. Additionally, delivered Sage 50 Accounts and Payroll certified courses through a local recruitment and business center.

Managed the overall financial function, supporting directors with business performance, growth, and development. Responsibilities included budgeting, forecasting, statutory accounts, costing and pricing systems, tax, invoicing, tracking, internal controls, cash flow management, and financial records. Collaborated with external auditors, provided monthly management information, generated invoices, produced tax returns, oversaw payroll, and prepared financial models and reports. Advised on financial details, organised month-end and year-end processes, ensured compliance, compiled data for forecasting, streamlined processes, supported year-end close, reduced expenses, increased customer satisfaction, and reconciled transactions.

Managed the overall financial function, ensuring compliance with regulations, and financial statements, and overseeing accounting operations. Conducted comprehensive financial analysis, streamlined expenditure management, and organised month-end, quarterly, and year-end processes. Prepare detailed financial reports, tracked tax and budget information, and reviewed annual financial statements. Trained new employees, developed costing and pricing systems, and implemented accounting systems. Compiled data for forecasting, produced accurate tax returns, and optimised cash flow management. Generated invoices, provided insights for business planning, and managed VAT submissions. Oversaw bank reconciliations, managed working capital, and drafted financial health reports.