Tag Academy
Professional Education for Lawyers & Accountants
 English | Español     
Info: Your browser does not accept cookies. If you want to put products into your cart and purchase them you need to enable cookies.

Faculty Information

Sarah J. Johnson & Art C. Kuesel - PDI Global, Inc. - USA



Sarah J. Johnson


A highly accomplished marketing professional with a passion for success, Sarah excels in advising CPA, law and other professional service firms on ways to realize more of their profit potential. She is especially adept at identifying growth opportunities, formulating business development strategies, maximizing human capital and working with clients to meet the challenges involved in implementing change.

Sarah’s strengths include a keen understanding of how professional service firms operate and what it takes to move them to the next level. She has a proven ability to help firm leaders clarify their vision, set actionable goals and — most important — motivate and manage the changes required to achieve them.


Before joining PDI Global, Sarah was Marketing & Human Resource Director for the Chicago-based accounting firm of John R. Waters & Company. In that position she developed and implemented a marketing plan that grew firm revenue from $1.5 million to $3 million in three years. She also increased client retention from 50% to 72% and managed strategic business relationships that produced an average of $200,000 annually in new business. In addition, she consulted with insurance, law firm and business clients on branding, talent acquisition, and marketing strategy and implementation.

Sarah has a BS in business administration with a specialization in marketing from Purdue University. She is a member of the Association for Accounting Marketing (AAM) and serves as President of AAM’s Chicago Chapter. She also is a member of the Law Marketing Association and sits on the Membership Committee of the Empowering Women Network. In addition, she is a Chicago Friend of Boardroom Bound and chair of the Event Committee for the Future Leaders Council of the YWCA.





Art C. Kuesel


Art, a visionary and results oriented professional services marketing leader, delivers more than just marketing and business development coaching and advisory services. He delivers an insider’s perspective gained from working as a marketing director for two leading CPA firms, and also the global perspective from working with dozens of local, regional and national firms annually on the complex marketing and sales challenges they face.

Clients count on Art for a variety of strategic as well as implementation services. He works with a number of small to mid-sized firms without a dedicated marketing director on site, as an outsourced marketing director advising on everything from collateral and logos to coaching partners on sales and pursuits. He also works with medium to large sized firms with an experienced team in place and is often brought in to offer an “outsiders” perspective and bring industry best practices and ideas to the table.


An accomplished speaker and writer, Art has been a three-time speaker at the Association for Accounting Marketing (AAM) National conference, has spoken for the regional AAM chapters in Chicago, San Francisco, Wisconsin and Atlanta as well as CPA firm associations (CPA America, BKR, CICPAC). He is a former board member of AAM National and AAM Wisconsin. He has been quoted and featured in Accounting Today, Practical Accountant, CPA Firm Practice Management Journal, ICPAS Insight magazine, WICPA magazine, and MarkeTrends.

When not marketing, Art enjoys “food centric” domestic and international travel, gourmet cooking and honing one of his many signature recipes such as Braised Short Ribs from the Balthazar cookbook. Within the next five years a goal of his is to meet Thomas Keller while dining at The French Laundry. He gives back to his community by supporting Junior Achievement and PAWS, a no-kill animal adoption agency and shelter. Art resides In Chicago with his wife, Colleen, and (well-fed) dog, Bailey.

Email:  sjohnson@pdiglobal.com / akuesel@pdiglobal.com
Email This Page   |   Copyright © TAG Academy 2019-2020