Holly Hoffman

Founder & Owner, Sales Tax Advisory Network, LLC 2019-current

Chair, WI Institute of CPAs (WICPA) State & Local Taxation Committee 2022-Current

Board of Directors, NE WI National Association of the Remodeling Industry (NARI) 2024-Current

Adjunct Instructor, Northcentral Technical College (NTC) – Workforce Training + Professional Development 2024-current

Education: Bachelors of Science (BS) degree in Technical Management/Accounting from DeVry University; Masters of Science Accounting (MSA) from Keller Graduate School of Management

Past Experience: Wisconsin Department of Revenue – Revenue Auditor, DOR Speaker’s Bureau Coordinator and Speaker, Office of Technical Services Sales and Excise Tax Specialist

Areas of Expertise: Sales and Use Tax auditing, training, and tax law

Prior to the Sales Tax Advisory Network, Holly spent 8 years working as an auditor, speaker, and technical tax law specialist (sales and use tax and excise tax) for the Wisconsin Department of Revenue. In 2018, Holly was awarded the External Customer Service Award by the Department of Revenue for her tireless efforts educating Wisconsin taxpayers.

From 2016-2018, Holly also volunteered to serve on the Taxpayer Advocacy Panel which is a federal advisory committee for the Internal Revenue Service (IRS). During her three year term, she served in leadership roles and as the elected National Chair of the Panel. This advisory committee advocates to improve the IRS by researching taxpayer concerns and providing recommendations as to how to better serve taxpayers.

Holly Hoffman has a passion for helping businesses by providing educational resources to comply with complex sales and use tax laws. She does so in an approachable manner by providing businesses with an understanding of how the law applies to their business while also providing her technical tax law expertise for more complex issues. Holly has been providing tax law seminars to businesses and tax professionals since 2012.

Our Mission

Our mission is to empower businesses across the U.S. with the knowledge and tools to navigate sales tax confidently. Through expert education, personalized guidance, and compliance support, we make sales tax understandable, accessible, and visible—helping businesses stay compliant and thrive.

Vision Statement

Making sales tax understandable and accessible for businesses across the U.S. through education, expert guidance, and compliance support.

Expert Sales Tax Guidance Across Wisconsin and Beyond

Navigating complex sales tax regulations requires the right expertise. The Sales Tax Lady provides education, training, and expert support for businesses and tax advisors, helping medium and large companies manage compliance across multiple jurisdictions.

With 15 years of experience, founder Holly Hoffman—a former Wisconsin Department of Revenue auditor and tax specialist—offers affordable staff training and tailored consultations to ensure businesses stay compliant and optimize tax strategies.

In 2024, Wisconsin’s state and local tax collections reached $36.9 billion*, with sales tax comprising a steadily increasing share. Understanding these trends is crucial for businesses aiming to navigate audits and compliance effectively.

*wispolicyforum.org