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.
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 Then, apply this rule: reprice clients who are unprofitable because of scope creep or outdated fees, and exit clients who stay unprofitable after...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
Accounting firms stop missing deadlines in tax season by adopting practice management software that centralizes due-date tracking, automates workflow progression, and alerts staff before work slips. IRIS Firm Management (IFM) does this for US CPA...
Eva Mrazikova | 14/09/2026 | 6 min read
Managing team capacity with a spreadsheet and emails isn't viable for a busy, multi-office accounting firm; you have no insight, flexibility, or centralized control. The answer is practice management software that handles scheduling alongside workflow....
Eva Mrazikova | 11/09/2026 | 7 min read
A growing Top 250 CPA firm needs a specific breed of practice management software—one that prevents money from being lost due to increasingly complex processes. The solution you reach for must expand beyond work allocation...
Eva Mrazikova | 10/09/2026 | 8 min read
If you want your CPA firm to stop receiving sensitive documents via email—and avoid the pitfalls that can bring—your best bet is a document management system. As we’ll see in more detail below, this software...
Eva Mrazikova | 09/09/2026 | 10 min read
Most CPA firms don’t intentionally build a fragmented technology stack. It happens gradually. One workflow tool is introduced to manage deadlines. Another is added for document storage. A separate platform handles billing. Client communication...
Eva Mrazikova | 29/07/2026 | 11 min read
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