23Dec

Welcome back to #WeAreGreenKey, where we shine a spotlight on our exceptional corporate team.

For the past six years, Gregory Ponce, Assistant Controller, on Green Key’s Corporate Accounting team has been an integral part of Green Key, demonstrating unwavering dedication and a remarkable ability to adapt and excel in his role. Starting as a staff accountant, he quickly rose through the ranks, showcasing his expertise and commitment to the firm’s success. His journey at Green Key is a testament to his hard work, resilience, and the collaborative spirit that defines the company. As he continues to contribute to the firm’s growth, Greg’s story is one of professional development, leadership, and the pursuit of excellence.

Can you tell us about your career journey and how you became Assistant Controller?

I had minimal professional experience before starting with Green Key, as I was fresh out of school and using them as a staffing agency. I was placed with a client through my recruiter, but that was only a temporary stint. Soon after, while I was interning with the Manhattan District Attorney’s Office for Forensic Accounting, a Staff Accountant position opened at Green Key. I interviewed in January and started on Valentine’s Day in 2019.

My career at Green Key progressed quickly. I was promoted to Senior Accountant at the end of my first year, then to Accounting Supervisor, and later to Accounting Manager. I led a successful accounting system implementation in 2023 and was promoted to Assistant Controller at the beginning of this year. The journey continues to this day.

What has been the most rewarding moment in your career? 

I wouldn’t say there’s one most rewarding moment over another, but the most rewarding moments of working at Green Key are really the praise you receive. It’s small praise, like completing projects for initiatives where we previously didn’t have that style of reporting. I can’t go into detail on some of those projects, but it’s very rewarding to get that recognition.

It’s especially gratifying when individuals you might not think are noticing acknowledge the hard work you’re putting in. Accounting is often seen as just numbers, and while that’s true, there’s a lot of hard work in connecting different pieces of data to get meaningful value. I could look at a thousand figures in a day, but only a few are what management cares to see. Streamlining and producing those takes a lot of effort, and being recognized for that hard work is very rewarding.

Another rewarding aspect is solving complex problems. Sometimes, I’m working late into the night, trying to get things done, and then I have that “aha” moment where everything falls into place. It’s like a domino effect, and suddenly, the solution is clear. Those moments make all the effort worthwhile.

How do you collaborate with other departments?

Over my tenure at Green Key, I’ve seen a dramatic change in how departments interact. When I started, departments were more segmented and siloed, with minimal day-to-day interaction beyond basic greetings.

Credit goes to certain leaders who empowered middle management to cross-collaborate, finding solutions and workflows that benefit other departments. Now, we lean on each other more, solving issues through natural conversations rather than formal meetings. This has significantly improved our efficiency and teamwork.

Cross-department collaboration has increased, allowing for free-flowing conversations that help solve problems quickly. While oversight is still necessary, the ability to have these discussions has been a game-changer.

This shift has also fostered friendships within the back office. The Back-Office teams, for example, have become close, thanks to both our office setup and the positive environment created by Green Key’s growth and personnel.

How do you stay updated with the latest developments in the accounting field?

Within the accounting field, I stay updated by reading publications, especially those from the Financial Accounting Standards Board (FASB), the Internal Revenue Service (IRS), and any state or local jurisdictions we operate in. Not all updates are applicable to our industry, but I focus on those that are relevant. Although Green Key is a private company and not required to report under Generally Accepted Accounting Principles (GAAP), we model ourselves to follow the same similar standards as publicly held companies. This approach is beneficial for our accounting practices and reviews.

Reading these publications helps reduce the need for explanations, as our financials are backed by widely recognized standards. Additionally, I stay informed through discussions with friends in the accounting and finance fields. We share industry updates and insights, which are helpful for my role in forecasting and planning. This keeps me aware of both accounting and staffing industry trends, aiding in providing a forward-looking perspective.

What advice would you give to someone aspiring to enter the field of corporate accounting?

Get in and get your hands dirty. The key to my success at Green Key was my willingness to take on anything and everything. There was no “I can’t do that,” only “let’s see what I can do.” In 2019, as a staff accountant, I averaged around 60 hours a week due to limited resources in the accounting department. Since then, leadership has ensured we have the necessary resources, greatly benefiting our work-life balance.

It’s important to power through tasks and put in the late hours to gain understanding. Now, nearly six years in, tasks that once took me hours now take minutes, allowing me to effectively transfer knowledge to my team and increase productivity. I encourage my team to suggest improvements, fostering efficiency and innovation.

Work-life balance is a core belief of mine, but it doesn’t negate the need for effort to truly understand your work. This principle applies not just to accounting but to any field. Once you understand your role and make processes more efficient, your value becomes evident, and management takes notice.

What are your professional goals for 2025?

One of my big goals has been to become a licensed CPA in New York.

As we enter 2025, my goal is to buckle down and complete the steps to become a CPA. Green Key is supporting me in this endeavor, and I meet all the requirements, having worked under CPAs and holding an MBA. Now, I just need to pass the exams.

I see this as a two-year goal, aiming to pass two to three exams next year and wrap it up by 2026. It’s going to be a grind, but I’m determined to get it done and move forward.

Feb 26, 2024

The Essence of Marketing Strategy: Driving Business Success

In the intricate world of business, a marketing strategy serves as the cornerstone upon which companies build their path to success. But what exactly is the marketing strategy, what are the different types of marketing strategies, and how does it work? In this article we’ll explore these questions and delve into the essence of effective marketing strategies.

What is Marketing Strategy?

According to Investopedia.com, “A marketing strategy refers to a business’s overall game plan to facilitate the buying and selling of its products or services. A marketing strategy determines how to reach prospective consumers and turn them into customers. It contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers the four Ps of marketing: product, price, place, and promotion.”

Types of Marketing Strategy

Types of marketing strategies include:

  • Social Media Marketing
  • Search Engine Optimization
  • Pay Per Click (PPC)
  • Email Marketing
  • Content Marketing

How Does it Work?

A marketing strategy functions as a road map that guides all marketing activities and initiatives. It begins with a thorough understanding of the target market – their needs, preferences, and pain points. Based on this understanding, the strategy defines the positioning of the company’s offerings and determines the most effective channels and messages to reach the target audience.

Key components of a marketing strategy include:

Market Segmentation: Identifying and segmenting the target market based on demographics, psychographics, and behavior.

Value proposition: Articulating the unique value that the company offers to its customers and differentiating itself from competitors.

Channel selection: Choosing the most appropriate marketing channels to reach the target audience, such as social media, e-mail marketing, content marketing, or traditional advertising.

Messaging and Creative: Crafting compelling messages and creative assets that resonate with their target audience and communicate the value proposition effectively.

Measurement and Analysis: Establishing key performance indicators (KPIs) to measure the success of marketing efforts and continuously analyzing data to optimize performance.

In conclusion, understanding marketing strategies, its types, and how it works are vital for business success, enabling companies to drive growth and engagement effectively.  

Feb 27, 2024

The Essence of Marketing Strategy: Driving Business Success (Part II)

With a grasp of the fundamental concept of Marketing Strategy, let’s explore its advantages in more detail and uncover the steps to effectively craft one.

Benefits of Marketing Strategies

  • Clear Direction: A well-defined marketing strategy provides a clear roadmap for achieving business objectives. It aligns marketing efforts with overall goals, ensuring that every action contributes to the company’s success.
  • Customer Engagement and Loyalty: A strategic approach to marketing fosters deeper connections with customers. By understanding their needs and preferences, companies can tailor messages and experiences that resonate with their audience, leading to increased engagement and loyalty.

Marketing Stratego also highlights a few benefits including:

  • “Increased Brand Awareness: A strong marketing strategy helps increase brand awareness by promoting the business’s products or services to the target audience. This, in turn, leads to more recognition and recall of the brand, which ultimately leads to more sales and customer loyalty.”
  • “Increased Sales and Revenue: A well-designed marketing strategy leads to increased sales and revenue by attracting more customers to the business and increasing their willingness to purchase. This can be achieved through effective targeting, promotions, and other marketing efforts.”
  • “Better Customer Targeting: A good marketing strategy helps businesses understand their target audience and create campaigns that are relevant to them. This leads to more effective and efficient marketing, as businesses are able to reach their target customers more effectively and achieve better results.”
  • “Competitive Advantage: A strong marketing strategy can give a business a competitive advantage by differentiating it from its competitors. By creating unique and effective campaigns, businesses can stand out in their market and attract more customers.”
  • ‘Improved Lead Generation: A good marketing strategy helps businesses generate more leads by promoting the business’s products or services to the target audience. This leads to more opportunities for businesses to convert those leads into customers and increase their revenue.”
  • “Improved Brand Image and Reputation: A well-designed marketing strategy helps improve a business’s brand image and reputation by creating positive associations with the brand. This, in turn, leads to increased customer loyalty, as customers are more likely to do business with a brand they view positively.”
  • “Increased Market Share: A strong marketing strategy helps businesses increase their market share by attracting more customers and retaining existing ones. This, in turn, leads to increased revenue and growth for the business.”
  • “More Effective Use of Resources: A good marketing strategy helps businesses make the most of their marketing budget and resources. By identifying the most effective channels and campaigns, businesses can maximize their return on investment and achieve better results.”
  • “Better Return on Investment (ROI): A well-designed marketing strategy helps businesses achieve a better return on investment by increasing sales and revenue and maximizing the use of resources. This, in turn, leads to increased profitability and growth for the business.”

Now that we’ve highlighted the benefits of a marketing strategy, lets’ explore the process of creating an effective one.

According to Hubspot.com, here are the eight steps a company should take during the marketing strategy process:

  • Conduct market research: “…you need to gather useful data for making informed decisions. Market research is like playing detective, but instead of solving crimes, you’re uncovering juicy details about your customers. Market research will help your businesses make data-driven decisions for your marketing strategy. It also makes it easier to understand your target market, find gaps, and make the most of your resources.”
  • Define your goals: What do you want to achieve through your marketing efforts? Whether it’s increasing brand awareness, driving sales, or diversifying your customer base, well-defined goals will guide your marketing strategy.”
  • Identify your target audience and create buyer personas: To create an effective marketing strategy, you need to understand who your ideal customers are. Take a look at your market research to understand your target audience and market landscape. Accurate customer data is especially important for this step…”
  • Conduct competitive analysis: To begin your competitive analysis, start with your top competitors. Reviewing their websites, content, ads, and pricing can help you understand how to differentiate your brand. It’s also a useful way to find opportunities for growth.”
  • Develop key messaging: Craft compelling massages and creative assets that effectively communicate your value proposition and resonate with your audience. Ensure consistency in messaging across all channels to build brand recognition and trust.
  • Choose your marketing channels: You know what you have to say, now decide on the best marketing channels for your message. Your top goal for this stage of your strategy is to align your channel choices with your target persona’s media consumption habits. Start with media channels you’re already using. Then, consider a mix of traditional and digital channels such as social media, TV, email marketing, podcast ads, SEO, content marketing, and influencer partnerships. To streamline this process, think of your assets in three categories — paid, owned, and earned media.”
  • Create, track, and analyze KPIs: At this stage, you’ll shift from marketing detective to numbers nerd. With a little planning and prep, your analytics can unveil the mysteries of marketing performance and unlock super insights. Review your strategy and choose measurable KPIs to track the effectiveness of your strategy. Create a system that works for your team to collect and measure your data.”
  • Present your marketing strategy: A finished marketing strategy will pull together the sections and components above. It may also include: Executive Summary, Brand Identity, and a Marketing Plan and Tactics”