About Us


Our Mission True Hero Sales strives to create opportunities and build-up, our family, friends, community, and clients to the point of thriving. This mission is achieved by a team whose loyalty and dedication to understanding your brands to the point they are our brands is the paramount priority.

Our Vision: True Hero Sales utilized  60 years of combined experience to navigate Amazon with a very specific set of skills and experience to service your brand’s need like you would hope a true hero could.

Our Core Values: Honesty, friendship, caring, loyalty, growth, prosperity, and a little bit of fun are at the core of all that True Hero achieves. 

With Amazon and Sales Management we expertly scrutinize the numbers to determine where you are profitable and where you are not. We identify opportunities. We execute on the program. We deliver results. Our True Hero Marketing team is passionate about what they do. We tell stories, get people excited, raise awareness and sell more of your product or service. You cannot afford to go without your True Hero.

Our Team

The True Hero organization is proud to offer working mom's, a dad, and students the flexibility to use their buying and marketing skills from home or school. As an organization, we, are humbled and honored to allow these amazing women the ability to showcase their buying experience while still creating an environment that lets them value their family and be great moms. The students on our team bring vibrancy, fresh perspective, and fun to our marketing team. The two mean bring balance and patience. True is truly great because the people who make it up.

Andy Held

As President of True Hero Andrew oversees and executes all day to day operations in all segments of the business.

Wendi Mathis Held

As Vice President, Wendi oversees operation, finances and customer relationships.

Dena Jantz

Dena’s passion for merchandising and the outdoor industry developed during her time as an Assistant Buyer and Planner for Sports Authority from 2004-2011.

Renee Clay

Renee has experience in retail at Adidas, sales and marketing with Eurolux (in Australia)…

Ryan Kimberly Shui

Ryan began her career in Atlanta, Georgia with Rich’s/Lazarus/Goldsmith’s – Macy’s (now Macy’s South) as an Assistant Buyer…

Emily Smalley

Emily has worked in buying, merchandising, product development and marketing roles for Younkers department store, Galyans Sporting Goods and Norwood Promotional Products.

Mandy Luna

Mandy’s career in the retail industry began in 2000 with The TJX Companies, Inc.

Colleen Hoffman

Colleen has been in the marketing field since 2010 with experience in building, maintaining and growing brands to their greatest potential.

Stephanie Carpenter

Sales and Marketing

Karissa Hair

Sales and Marketing


Andy and Wendi Held started True Hero from their RV. After working for key retailers and brands (May Co/Macy’s, Sports Authority, Columbia, Implus…) Wendi decided it was time to own her own business. Andy had owned and operated several companies in his past (Tough Guy Productions, Held Joinery…) and knew the ins and outs of being an entrepreneur. Armed with 2 computers and a camera True Hero started the first year working with companies like Helly Hansen, Yaktrax, New Balance and Bolle. Through the 5+ years, True Hero has narrowed through focus to helping brands navigate amazon and supporting brands with photography and video. We win where we focus!