The Team

Inovautus Consulting was founded on the belief that effective marketing strategy and execution, combined with acquiring and retaining the right key talent, is the foundation for growing public accounting firms. Our work with accounting firms keeps us sharp and on our toes, creating measurable improvements for our clients.

We operate in a virtual work environment, allowing us to draw the best talent suited for each client and circumstance. Lining up the right skills and the right people is critical, similar to when you’re assigning accountants to specific clients and their needs.

We don’t claim to be “all things to all people,” but without question, we cover a lot of ground in accounting marketing. Our experienced team, along with our ability to tap into talented part-time consultants and the creme of the freelancing pool, rounds out the differentiating factors that you’ll find with Inovautus Consulting.

Sarah Johnson Dobek

Sarah Johnson Dobek

Founder & President, started her career as a marketing professional and human resources professional in an accounting firm. It was during this period where she learned a lot about how public accounting firms work and the importance of having a marketing and talent acquisition/ retention strategies running parallel to achieve growth.

Sarah primarily works with firms that are looking to embrace or integrate digital media into their marketing mix, or elevate their current marketing efforts. Her unique background in marketing and knowledge of digital media allow her to deliver insightful, practical advice that guide organizations down the right path for achieving the growth they desire. Sarah’s ability to understand where an organization is starting, matched with her disciplined approach to best practices drive results for firms. Read more

Jenni Thulin

Jenni Thulin

As Marketing and Client Specialist with Inovautus Consulting, Jenni is tasked with coordinating and executing internal and external marketing efforts for Inovautus and its clients. In her role, Jenni frequently works with consultants and clients to provide support around business development and client-related marketing activities.  With 10 years of experience as Marketing Director for a CPA firm in Central Nebraska, Jenni loves to utilize her unique skillset and knowledge base to help other firms reach their growth goals.

Jenni lives in Kearney, Nebraska with her husband, two boys and two Chihuahuas. When her boys aren’t keeping her busy with wrestling, baseball, football and showing 4-H pigs, Jenni likes to spend time at the lake with friends and family. Most of the winter months you’ll find Jenni and her family completing home renovation projects.

Heidi Holmberg

Heidi Holmberg
Heidi Holmberg

Heidi is a multi-tasker in business and in life. Whether she’s proofreading materials or keeping the team on task, Heidi is dedicated to the details. With over 10 years in gatekeeping and creative marketing experience, Heidi brings an enthusiasm for the innovative and organized.  A helper at heart, our catalyst is always on the front line, making sure we don’t skip a beat!

Heidi lives 40 miles outside beautiful Chicago. With an amusement park in her backyard, and miles of river trails and the Great Lake to her east, Heidi is always two steps away from an adventure. Keeping young with 3 {adorable} kids, a {rockstar} husband, an aging {graybeard} canine, she still finds the time to try new food and sip great bourbon. Heidi is passionate about her friends & family, empowering women, her church and Rocky Mountain road trips.

Laura Sparks

Laura Sparks
Laura Sparks

Laura gets a spark from bringing her clients’ ideas to life. As freelance writer and owner of Creative Sparks, Laura writes thought leadership content for accounting professionals, translating their ideas into compelling content. Diving into meaty content development projects for Inovautus Consulting’s clients is right up Laura’s alley. Whether it’s interviewing a firm’s C-level executive clients, authoring original technical pieces or delivering niche-based marketing content, Laura serves it up royally for firms to feast upon.

With more than 15 years of experience writing for and about the accounting profession, Laura knows the challenges and opportunities that face marketing and other firm leaders. She spent seven of those 15+ years writing and editing practice management newsletters for accounting firms, including CPA Marketing Report, CPA Personnel Report and CPA Managing Partner Report.

Laura has been a member of the Association for Accounting Marketing since 1998. As former chair of the committee responsible for producing AAM’s flagship publication, Growth Strategies, she helped to design and launch the quarterly journal.

Natalie Rooney

Natalie-Rooney-2014-web
Natalie Rooney

Natalie Rooney has been writing for state CPA societies and other professional associations for more than 18 years. She is on a one-woman mission to show that in addition to being fantastically smart, CPAs and librarians are actually funny. Seriously. You can make a career out of that.

When she’s not reading FASB pronouncements or interviewing CFOs, you’ll find Natalie outside, enjoying Colorado’s Rocky Mountains. Actually, come to think of it, you’ll probably find her in a hockey rink. She has two hockey-playing kids and spends most of her free time being a hockey mom