Global Head of Product Marketing
Eva Mrazikova is Global Head of Product Marketing at IRIS, where she leads go-to-market strategy, competitive positioning and product marketing across IRIS’ Accountancy and HCM portfolios in the UK and US.
With more than 20 years’ experience spanning product marketing leadership, commercial strategy and technology transformation, Eva brings a rare blend of strategic vision and hands-on execution to complex, multi-product businesses.
A recognised product marketing leader and qualified accountant, she has spent her career at the forefront of digital transformation, helping organisations navigate the shift from legacy platforms to cloud-based, AI-enabled solutions while driving measurable commercial outcomes through market-led strategy.
As mid-market CPA firms grow from 30 toward 150 or more staff, relying on spreadsheets, email check-ins, and basic task management tools quickly creates operational blind spots. Without centralized visibility, partners lose track of true...
Eva Mrazikova | 27/10/2026 | 7 min read
TL;DR: As your CPA firm grows, choose practice management software based on the complexity you need to manage, not just headcount. Test whether a system can give partners a reliable, shared picture across offices, route...
Eva Mrazikova | 13/10/2026 | 9 min read
If you want to measure the performance of your CPA firm, then referring to the total fee income is not enough. This only tracks how much money your firm makes; it does not tell you...
Eva Mrazikova | 22/09/2026 | 20 min read
Every second must be spent on billable work during tax season, but very often admin gets in the way. There’s a reason why this happens: the more manual your admin workflows are, the more they...
Eva Mrazikova | 18/09/2026 | 11 min read
A CPA firm can improve profitability without adding headcount by recovering the revenue it has rightfully earned but then lost—this loss happens between the moment work is performed and when money is collected. Ultimately, firms...
Eva Mrazikova | 17/09/2026 | 12 min read
To identify unprofitable clients, measure profitability using realization, write-offs, and budget-versus-actual data. Then, apply this rule: reprice clients who are unprofitable because of scope creep or outdated fees, and exit clients who stay unprofitable after...
Eva Mrazikova | 15/09/2026 | 7 min read
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