ETS's Historic CFO Appointment
Engineered Tax Services Appoints Sarah Herndon Chief Financial Officer, First Woman in 25 Years
Key Points
Herndon joined Engineered Tax Services on July 5, 2011 in a Data Entry role and advanced through CRM management, customer service, finance, operations, and leadership.
Brian Payne described Herndon with a direct quote, highlighting her qualifications: "Sarah's story embodies what is possible when talent, diligence, and character come together. Having served as both President and CFO, I know what this role requires, and Sarah has earned this opportunity in every way. She brings grit, a solutions-oriented mindset, and genuine compassion to our team, and I have full confidence in the leadership she will bring to this role."
The promotion was covered by multiple outlets, indicating broad distribution of the announcement, with reporting appearing on ABNewsWire via The Evening Leader and other outlets including JunEAUNewUpdates, Wyoming News Headlines, Salt Lake City Headlines, and Richmond News Now.
Engineered Tax Services named Sarah Herndon its chief financial officer on July 1, 2026, making her the first woman to hold the role in the firm's 25-year history. Barchart reported the promotion as part of ETS's push into its next phase of growth.
Herndon joined ETS on July 5, 2011, in a data entry role. She spent 15 years working her way through CRM, customer service, finance, and operations before reaching the C-suite.
From Data Entry to CFO in 15 Years
Herndon's path to the top finance seat is unusual. She did not arrive from a private equity firm or a rival company. She started at the bottom and stayed, building deep knowledge of how ETS works from the inside out. Street Insider noted that her 15-year tenure spans nearly every department in the company.
Her roles shifted from data entry to CRM management, then into senior leadership across finance and operations. By 2024, she was taking on expanded CFO-style duties under the guidance of President Brian Payne. On July 1, 2026, the title became official.
Brian Payne Calls It a Story of Talent and Grit
ETS President Brian Payne did not hold back in his praise. He once held both the President and CFO roles himself, so he knows what the job demands. "Sarah's story embodies what is possible when talent, diligence, and character come together," Payne said, according to Financial Content.
He added that Herndon "brings grit, a solutions-oriented mindset, and genuine compassion to our team." Payne said he has "full confidence" in her leadership. The quote signals that this was not a rushed decision — it was a long-planned move.
Herndon Takes Charge at a Key Moment for ETS
As CFO, Herndon will lead financial strategy, planning, reporting, and operational finance. ETS, founded in 2001, specializes in specialty tax services like R&D tax credits and cost segregation. The firm is now 25 years old and entering what leadership calls a growth phase.
"I am incredibly grateful to ETS for the opportunities I have been given over the last 15 years," Herndon said, per Press Release CC. "I look forward to continuing to support our employees, clients, and partners." Her background in CRM and data is expected to shape how ETS blends client analytics with financial strategy going forward.
A Historic First That Landed in Newsrooms Across the Country
The announcement spread fast. Within 24 hours, at least five regional outlets picked up the story, from Richmond to Wyoming to Salt Lake City. World News was among those that highlighted the gender milestone, noting Herndon as the first woman to lead the firm's finances in its history.
Industry observers point out that ETS avoided what is sometimes called the "glass cliff" — promoting women only when a company is in trouble. Herndon steps in during a period of strength, not crisis. That distinction matters for how the move lands both inside the firm and across the specialty tax industry.
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