Emily Cross

Emily is a lead trainer at Value Pricing Academy, teaching accounting firms how to harness the power of marketing and AI tools to grow their practices. She specializes in using ChatGPT and other cutting-edge technologies to transform their practices. Emily regularly hosts livestreams and hands-on training sessions, where she shares practical, actionable strategies that firms can implement immediately.

As the Value Pricing Academy’s marketing specialist, Emily helps accounting and bookkeeping firms to develop strong online communication strategies that drive growth. Her practical teaching approach makes complex marketing concepts clear and actionable, enabling firms to implement changes that get real results.

When she's not teaching or creating content, Emily loves exploring the outdoors in her campervan with her border collie, Bertie. You’ll often find them hiking, surfing, or paddleboarding together, always on the lookout for their next adventure.

Gabrielle Wickersham

Gabrielle is a creative force behind the scenes at Value Pricing Academy, combining her love for writing and design to craft engaging content and meaningful experiences for the VPA community. She uses her talent for writing to manage our social media marketing, craft blog posts, promote our events, and develop copy for our website and sales pages. She is also instrumental in planning, promoting, and running live events (including many of our virtual conferences).

Gabrielle is also the expert in the Effective Pricing software and wrote the Help Guides. She works with the developers to project manage new features, supports Effective Pricing software users with her technical expertise, and arranges the monthly live training sessions.

Beyond work, Gabrielle lives in the beautiful North-East of England where she enjoys exploring the stunning countryside on long hikes and discovering new corners of the UK with her partner, Finlay, and their cockapoo, Freddie. When not outdoors, Gabrielle can be found curled up with a good book and a cup of coffee.

Sarah Cross

Sarah is the backbone of the Value Pricing Academy, leveraging her comprehensive knowledge of value pricing to support members and enhance their experience. As the first point of contact for the Academy, Sarah assists members with their questions, provides guidance, and ensures they have all the resources they need for their pricing journey.

Beyond member support, Sarah expertly manages the administration and finances for the Academy, overseeing customer service, event planning, newsletters, and bookkeeping, ensuring everything runs seamlessly and efficiently.

Since moving to Portugal with Mark in 2020, Sarah has embraced a part-time work schedule, allowing her to pursue her passions. She loves traveling and typically takes at least one holiday a month, immersing herself in the history and culture of new destinations. When not exploring, Sarah is an avid reader and can sometimes finish a book in a single day! Having recently taken up aerial yoga, which challenges both her strength and flexibility, Sarah combines this with her love of swimming to stay fit, energized and inspired while enjoying a balanced and fulfilling lifestyle.

Mark Wickersham FCA

Mark is the Founder of the Value Pricing Academy. His focus is on research and content creation to achieve the core purpose of the Academy, "To help accounting professionals around the world price more effectively, make more money, and have a better life." He is a Chartered Accountant, public speaker, and the author of many books on value pricing, including the Amazon #1 bestselling book, “Effective Pricing For Accountants.” In 2015 Mark was shortlisted in the AccountingWeb “Outstanding Contribution to Accounting” award.

Mark made many mistakes in his first business, a sole practitioner accounting firm founded in 1996, and his mission is to help the owners of accounting firms to avoid those same mistakes. He is famous for helping accounting firms double their profits in less than 18 months without having to work harder.

Mark moved to Portugal with Sarah in 2020 and works part-time, enabling him to pursue his other passions of travel, road cycling, running, music, digital art, photography, and life-long learning.

Tasha Wickersham

Tasha has been a valued member of the Value Pricing Academy team since September 2022, contributing to a wide range of creative and technical projects, including managing the Value Pricing Podcast, refining training videos, designing branding materials, creating social media content, and researching the latest AI innovations.

Tasha graduated from university in 2023 with first-class honours in psychology and she has used her studies to deepen her understanding of price psychology and behaviour, applying this knowledge to her work. Her strong academic foundation, combined with a drive to learn and embrace new challenges, makes her a key contributor to the team.

Tasha also works part-time for a local charity, where she thrives on connecting with others and making a positive impact in the community. Outside of work, she enjoys spending time with her family and boyfriend, Robbie. She also enjoys Pilates, going for walks, catching up on a good TV show, and unwinding with a drink at the pub with friends. 

Lara Wickersham

Lara is the newest member of the Value Pricing Academy team, bringing creativity and a passion for innovation to her role. She specializes in designing and creating educational resources that help VPA members implement value pricing strategies effectively. With her expertise in Canva, Lara creates beautifully crafted marketing materials and visual assets that support both the business and its community.

Lara is also deeply involved in researching and integrating AI tools such as ChatGPT into the business to streamline workflows and enhance productivity, and to ensure that the Academy is at the forefront of AI and other technological developments.

Outside of work, Lara enjoys relaxing with an iced coffee and watching her favorite TV shows. A lifelong animal lover, she has a particular passion for horse riding and has been an enthusiastic horse rider for many years. She loves taking care of the horses and spending time helping out at the stables between rides, where her love for animals shines.