RSM Taps Accenture Veteran as CMO to Modernize Middle-Market Strategy

Event summary

  • RSM US LLP appointed Joseph Taiano as Chief Marketing Officer on February 10, 2026.
  • Taiano previously led global marketing at Accenture and its creative division, Accenture Song.
  • RSM redefined its target middle market to include companies with $30M–$10B in revenue.
  • Taiano will focus on brand evolution, marketing modernization, and global go-to-market strategy.
  • RSM aims to deliver a unified brand experience across assurance, tax, and consulting services.

The big picture

RSM’s appointment of Taiano reflects a broader industry shift toward data-driven, client-centric marketing in professional services. As middle-market companies expand globally, firms like RSM must balance digital innovation with personalized relationships. Taiano’s background in Accenture’s creative and strategy divisions suggests a focus on integrating technology with human insight—a key differentiator in a competitive consulting landscape.

What we're watching

Brand Differentiation
How Taiano’s emphasis on human connection will set RSM apart in an AI-driven market.
Global Consistency
Whether RSM can maintain local relevance while standardizing its global brand.
Middle-Market Focus
The pace at which RSM can adapt its services to the evolving $30M–$10B revenue segment.