Originally from the Scottish Highlands, Kirsty’s journey has seen her move between Scotland’s two biggest cities. After attending school in Edinburgh, she moved to Glasgow for university before ultimately returning to the east coast to establish her career. Today, she enjoys the best of both worlds by living in Dollar with her husband and two teenage sons. She balances the calm of the countryside with city energy and a twice-weekly commute to keep things interesting.
Kirsty’s career began in the fast-moving world of online DVD rentals before streaming became the norm. This was followed by a twelve-year stint at Wood Mackenzie, where she built a deep foundation of marketing expertise and professional leadership. Following a brief pivot into edtech, she joined FreeAgent in a role where people, partnerships and community sit at the very centre of her work.
But what really stands out about Kirsty is her grounded perspective. She is a big believer that success isn’t about doing everything at once - it’s about knowing when to shift your focus and lean into your community.
egg caught up with Kirsty to chat about her journey, leadership challenges and why financial clarity should never be left until last.
Tell us about your story.
I started out in the fast-paced world of online DVD rentals back when we all received DVDs in the post with prepaid return envelopes. It sounds ancient now, but working for a serial entrepreneur meant life was never dull. My role evolved as new ventures were built and sold, allowing me to work across a variety of projects before moving into an entry-level role at Wood Mackenzie.
I spent twelve years at Wood Mackenzie, which provided an incredible environment to build my B2B expertise within the energy sector. A constantly evolving marketing structure gave me the chance to hone my skills across events, product, content, digital, and brand. It was a global role that allowed me to travel extensively and manage complex, high-stakes projects. And I loved it.
Ready for a new challenge, I moved into edtech with Sumdog, which is a product many primary school parents will recognise. During the pandemic, the opportunity at FreeAgent arose and it felt like the perfect fit. It was to take the lead in a growing channel with immense potential and I loved the idea of helping to shape its future.
Did you always know what you wanted to do growing up?
Not at all. I think we often assume our childhood is "normal" until we describe it to someone else and realise it was actually quite unique. My parents spent forty years building a charity with residential outdoor centres across Scotland called the Abernethy Trust. Consequently, my childhood was filled with adventures on a 26-acre estate in Nethybridge!
As a teenager, I was eager to move to the city. I moved to Edinburgh for my final two years of school, then headed to Glasgow for university. While I loved my time in Glasgow, the pull of the east coast was strong, and I moved back to Edinburgh shortly after graduating. When you grow up somewhere where the bus only runs every few hours, you really learn to crave the connection and convenience of city life.
So, when did marketing click for you?
At university, I studied psychology. I loved the subject, but I realised clinical psychology wasn’t the right path for me. I went on to do a Masters in Management with Marketing, and the consumer behaviour side just clicked. It felt like a natural way to apply my psychology background in a business context. I’ve never looked back.
What do you do at FreeAgent and what do you enjoy most?
I lead the marketing team responsible for growing our customer base by partnering with accounting and bookkeeping firms. We call these "Practices."
What I love most is the community. It’s something egg does brilliantly too, and there is a clear parallel in the accounting world. I have never encountered an industry where doing the right thing for the client so consistently trumps all else. The events we take part in all involve thousands of accountants and bookkeepers coming together to share knowledge for the good of helping small businesses thrive. How cool is that?
How would you describe FreeAgent?
FreeAgent is accounting software built to help small businesses have more confidence in their numbers, stay compliant, and spend less time buried in admin. It helps with everything from invoicing and expenses to tax. It also supports accountants and bookkeepers with tools and insights to help them better serve their clients.
Are you a numbers person?
I’d say I’m definitely interested in numbers. I studied Maths to A-level and Finance as part of my Masters. As a marketer, I love digging into data to see the impact our activity has on revenue and growth. This helps us identify exactly where we can optimise our efforts to deliver better results. That said, I am constantly in awe of accountants and their understanding not just of numbers but of the extensive tax legislation in this country! My son is studying accounting Nat5 right now and he is already starting to outpace me in practical terms.
What’s been your biggest career challenge?
In a twenty-year career it's hard to pick one challenge! I could talk about the pressure when I inherited a multi-million-pound web development project and had to deliver it within 6 months, despite having no experience as a product owner…or marketing and running an event for 1200 women with a group of volunteers, alongside our full-time roles.
But the toughest was leaving a role I loved because of a toxic relationship with my head of department. It really knocked my confidence. I convinced myself it was my fault and that I’d struggle to work again. Letting go of that took time, but it ultimately made me a much better leader.
What advice would you give your younger self?
It follows on from the story above. Worry less about what other people think. I wasted so much energy and emotion on trying to please everyone - and ending up miserable myself. Recently I've been reading Mel Robbins book 'Let Them' and it's a really powerful message about just letting go of the things outside of our control.
Top tip for someone starting their own business?
Don't leave the finances until last. Get your bank account and accounting software set up immediately so that when the revenue starts flowing, the admin side is already seamless. Also, lean on the experts. A good accountant or bookkeeper is worth every penny.
What does work-life balance look like for you?
Honestly, I think balance is a moving target. When my kids were younger, I tried to pretend I could do it all at once. But in truth, there are seasons for leaning into family, and seasons for leaning into your career. Look at it as a sliding scale that you adjust rather than a fixed thing. I've been really fortunate to build a career that has taken me all around the world. But I couldn't do that without the flexibility and sacrifices that my husband has made along the way. We're a team, and I'll be forever grateful to him.
Who inspires you most?
People who build communities, especially those who do it with generosity and authenticity. Whether that’s leaders in the accounting world, grassroots networks of practitioners or creators who show vulnerability and practical insight in their work. The way communities support one another, share knowledge and lift others up is something I deeply admire and try to emulate in my own work.
What are your top three tips for someone looking to gain financial clarity in their business?
- Track everything consistently - Make sure income, expenses and receipts are up‑to‑date and reconciled regularly so you always know where you stand. FreeAgent does this automatically for our users so I've seen first-hand the difference consistency and accuracy makes.
- Use the right tools early - Set up your accounting software or tools from day one so you have accurate financial data that informs better decisions.
- Lean on expertise - Use systems/tools that automate more for you or people who can lighten the load when it comes to interpreting your numbers and guiding you about cashflow and growth opportunities.
Who do you turn to for advice?
I think it depends on the situation. Definitely my husband and close friends for life perspective, peers and mentors in marketing for career advice, and folks in the accounting community for industry insight.
When you are not working, how do you like to spend your time?
I love spending time with my family. We’re pretty active. Most days are spent ferrying the boys to rugby or football, and when we get the chance, we’re out surfing at Lost Shore or wherever there’s a decent swell in the warmer months. Come winter, we’re usually chasing fresh snow for skiing.
Best thing about Edinburgh?
I love that it's a city, but that you can walk most places. And there is something for everyone - whether that is sport, arts, food or shopping. Or just a nice walk up a hill or along a coastline, with a good coffee, which fortunately is not hard to find here.
If you could live anywhere else in the world, where would it be?
Canada. I spent time there as a student and absolutely loved it. I’ll get back someday.
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