Holly Hoffman

Owner, Sales Tax Advisory Network, LLC

Chair, WI Institute of CPAs (WICPA) State & Local Taxation Committee 2022-2025 


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.

Trusted Advisor and Colleague

Jack E. De Young

CPA, Tax Consultant

Jack De Young has over 40 years of experience in sales and use taxes in the private and public sector. Prior to establishing his own consulting business, Jack was a tax manager for a large regional CPA firm. He provides a variety of services to clients, including audit and appeal support, identifying exemptions not being utilized, filing claims for refund, training, compliance and nexus reviews, research, and obtaining rulings from state revenue agencies. Jack also has over 30 years of experience with the Wisconsin Department of Revenue as an auditor, criminal investigator, director of appeals, and assistant administrator.

Jack is a CPA and a member of the Wisconsin Institute of Certified Public Accountants and the Wisconsin State Taxation Committee. He is a graduate of the University of Wisconsin in Madison. Jack was a recipient of the “Outstanding Tax Professional” award from Corporate Report Wisconsin magazine and the University of Wisconsin-Milwaukee Tax Association. He has provided sales tax training and given speeches at over 200 seminars and meetings throughout Wisconsin and other states.

Our Mission

Our mission is to provide sales tax education and support to businesses, associations, and tax professionals to build a network of empowered taxpayers.

Vision Statement

To be the number one sales tax compliance company in Wisconsin serving businesses and as a resource to associations and tax professionals.

 The Sales Tax Advisory Network provides sales tax education, training, expert resources, and support for businesses, organizations, and tax advisors.

The majority of sales tax filers are small businesses. According to the Wisconsin Department of Revenue’s most recent statistics, approximately 70% of businesses reporting sales tax had total taxable receipts of less than $500,000 in 2017.

Small businesses also have the fewest resources for navigating the complex tax laws.

Owner, Holly Hoffman, spent the last 8 years as an auditor, speaker, and technical tax specialist for the Wisconsin Department of Revenue. Drawing upon her experiences and the feedback she received at presentations to small businesses around the state, she shaped the Sales Tax Advisory Network to provide businesses with affordable options for staff training and access to sales and use tax experts for guidance.

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