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Becca Johns and Sarah Dobek Inducted Into the AAM Hall of Fame

The Association for Accounting Marketing unveiled its 2024 winners of the individual Marketing Achievement Awards on May 14.

The Association for Accounting Marketing (AAM) unveiled its 2024 recipients of the individual Marketing Achievement Awards (MAA) during the AAM Summit on May 14, including the newest inductees of the AAM Hall of Fame—Becca Johns and Sarah Dobek.

Becca Johns

“Becca Johns’ journey from marketing coordinator to director of practice growth at Rea & Associates exemplifies her strategic acumen and innovative approach,” the AAM said. “Fostering creative solutions and driving robust growth for her firm, Becca has employed various targeted marketing strategies in her leadership tenure which have also earned multiple AAM Marketing Achievement Awards.”

An active member of AAM since 2005, Johns has held various key roles, including AAM president and chair of multiple committees.

As founder and president of Inovautus Consulting, Dobek has profoundly influenced the accounting sector, according to the AAM.

Sarah Dobek

“Her leadership in driving strategic innovation and adaptation through platforms like CPAsNET has equipped numerous firms to meet contemporary challenges, ensuring their continued relevance and competitiveness,” the AAM said. “Her thought leadership extends beyond her consultancy, as she is a frequent speaker at major industry events and a prolific contributor to industry publications. Sarah is also an active member on AAM’s Environmental Scanning Council.”

In addition to the newest members of its Hall of Fame, the AAM named Katie Tolin, chief growth guide of CPA Growth Guides, as Volunteer of the Year. The award recognizes dedication to the association, involvement on committees and/or special projects, as well as professional accomplishments.

Katie Tolin

“Since joining AAM in 2003, Katie has consistently gone above and beyond in her volunteer roles, bringing innovative ideas and expert insights that have greatly enriched our community,” the AAM said. “Her tenure on the board, including a pivotal year as board president, and her influential work on the Podcast, Blog, and Website Committees have not only enhanced the quality of AAM’s resources but also expanded their reach, helping the association connect with a broader audience.

“Katie’s leadership has been instrumental in several important initiatives, particularly in her role in the Strategic Alliance Workgroup, where she helped forge critical partnerships with leading organizations such as the AICPA and,” the AAM continued. “These collaborations have strengthened AAM’s network and enhanced their standing within the accounting profession. Furthermore, her ongoing efforts to promote the association through webinars, podcasts, and speaking engagements—both domestically and internationally—underscore her role as an exceptional ambassador for AAM’s strategic mission.”

The AAM also named Glen Carmichael as its Rookie of the Year. The award honors a marketer on the rise demonstrating distinction in the field who shows creativity, initiative, and ambition at their firm.

Glen Carmichael

“Glen has demonstrated exceptional talent and dedication since joining her firm, YHB | CPAs & Consultant, two years ago as a digital marketing coordinator. Her remarkable ability to innovate and implement strategic digital marketing initiatives has significantly surpassed expectations, setting new standards for engagement and conversion across various digital platforms,” the AAM said.

“Glen’s transformative impact on her firm’s digital marketing strategies has not only enhanced brand visibility but also improved interaction rates dramatically. Her pioneering efforts in integrating new marketing technologies and launching an internal clothing store exemplify her creativity and versatility. Additionally, her leadership in expanding the firm’s newsletter distribution to over 55,000 recipients, boosting event attendance to 3,200, and managing over 23 educational webinars speaks volumes of her capabilities. Her strategies have also significantly increased the firm’s blog readership to over 64,000 users annually, demonstrating her ability to generate content that resonates strongly with the audience. Her initiatives have led to a remarkable 30% year-over-year increase in lead generation, underscoring her invaluable role within her firm and her profound impact on the market.”