Nine years of navigating the ever changing Amazon platform. Quantifiably helping business’ succeed. Collectively our team has over 40 years of Amazon experience ready to be put into motion for your brand.
True Hero’s mission is to offer an opportunity to our community near and far. Our team is located across the country allowing each member to work from home, be near family, have flexible schedules and use and grow their skill set. We fulfill this mission by selling premium brands using the Amazon platform
We are True Hero
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 men bring balance and patience.
Joshua Mathis Held – Kid CEO
I want more people to work at True Hero to make the work go faster!
I really like having a job so I can make money to buy Legos
Joshua is the real CEO of True Hero. His main role is attending Outdoor Retailer and socializing. He helps with time management (ha!) and shipping. His passions are building robots, skiing, running, soccer, baseball and football. You can often find him outside playing with his friends.
Andy Held – President
I believe in the theory of abundance. If we create something worthy, our clients, team and community will prosper.
I am an entrepreneur that has utilized unconventional avenues. My work experience started at an early age. I quickly learned the value of having a good work ethic. Started out no more than a ski bum. Eventually made ski movies, put on ski and bike events nationwide culminating in a a television pilot that I wrote, produced and directed. It was at that time I met Wendi. Together we have set out to take on the world! I feel that in todays economy one has to create wealth for themselves and those around them. We are trying to provide a workplace and atmosphere where people can thrive, in the industry that we love so much.
Wendi Held – Vice President and Amazon Ninja
I love that we offer the ability to work from home and be part of something big! Giving Moms, Dads, students, retirees, teachers an opportunity to prosper is my passion. My why is Joshua.
Wendi has been in retail since 1998 at May Company. After 6 years in St Louis she continued her buying career at Sports Authority in CO. To expand and diversify, Wendi took a position as an independent rep which led to Sales Management and then Product Management at Columbia Sportswear. Together with her husband they started True Hero in 2010. Working with Amazon since 2006 she created a business around managing some of her favorite brands on the platform. Wendi loves True Hero, not only is it her first child but it gives her and other members of the team the ability to work from home, be great moms/dads while doing what they are just so darn good at doing – sales, marketing, finance, operations. Getting to live and play in the mountains with Andy (President) and Joshua (kid CEO) running, skiing, hiking is her WHY.
Renee Clay – Admin and HR
Renee has been a True Hero team member since 2012, she has been involved with all aspects of the business since day one. Today, she handles all day to day finances and budget planning, admin and HR for True Hero. Renee is the glue that binds us all together.
Dena Jantz – Director of Marketing
Dena’s passion for merchandising and the outdoor industry developed during her time as an Assistant Buyer and Planner at Sports Authority from 2004-2011. She joined the True Hero team in 2013 as a Business Analyst and then transitioned to working directly with our brands as an Account Manager. Dena currently oversees advertising and content management as the Director of Marketing.
Mandy Luna – Account Manager
You can’t have everything you want, but you can have the things that really matter to you. – Marissa Mayer, president and CEO of Yahoo.
TH gives me the ability to raise my girls while still being able to utilize my skills and stay connected to the world. – Mandy Luna
Mandy’s career in the retail industry began in 2000 with The TJX Companies, Inc. She quickly rose to Senior Allocation Analyst and Associate Planner. Her expertise spanned categories such as Home Giftware, Women’s Accessories, Toys/Books & Basics, and Men’s Moderate & Best Brands. In 2004 she took a position with Sports Authority as an assistant buyer and planner. Mandy joined the True Hero team as an account manager in 2014.
April Ure – Account Manager
April has been in the outdoor industry since 2008, spending the past 9.5 years with Columbia sportswear where she was a proclaimed ‘Jane of all trades’, in Sales and Operations. Over 4 years running the sales office for Columbia in Denver and then as a territory rep in Colorado and New Mexico for 5 years. April is our newest team member and we are excited to have her on board.
Amanda Cheever – Operations Manager
Whatever you do, work at it with all your heart, as working for the Lord… Colossians 3:23
Amanda’s career started with John Q Hammons Hotels in 2010. 6 years of working in different capacities of the hotel industry including Front Desk and Sales and Catering. She amassed great knowledge of how an entity such as a corporate hotel runs and operates. She spent a time as the Director of travel for USA Baseball, eventually landing in Colorado to work for Stonebridge Companies as the Area Sales Manager, in charge of group sales for three hotels.
Sara Carrier – Finance and Operation Coordinator
Before True Hero, Sara worked with an HR benefits technology company for several years where she held multiple roles, mostly in Operations Support and Data Analysis. She is extremely detail oriented and always looking for a new challenge. She loves camping, boating and being outdoors with her family. She came to True Hero ready to tackle all things operations and finance. She helps with most backend tasks, always jumping in to make sure things are running smoothly for our brands.
Cori Lawrence – Project Manager
Do what you love and you will never work another day in your life. -Unknown
Cori brings over 20 years combined experience in customer service, marketing, sales, human resources, and finance making her a “Jill” of many trades. She moved to Colorado in 2014 and started her career in the outdoor industry. She is a talented manager who quickly adapts new skills giving her a cutting edge in leading a variety of teams and projects. In her spare time she can be found hiking, sailing, or snowboarding with her family.
Anna’s career in the retail industry began in 2010 after she joined a local FBA company as a product analyst and buyer for the housewares category. Most recently, she has spent the last six years as a merchant with eBags, working with a variety of well-known outdoor and travel brands. Anna has a passion for e-commerce, and is very excited to expand her skills as a part of the True Hero team. In her spare time Anna loves to hike and explore the mountains with my family and pup!
Sophie Johnsen – Marketing Intern
Sophie is high school senior and a Local of Frisco, Colorado. Growing up in the mountains gave her a love for skiing, running, biking, surfing, and an overall respect for nature. Working at True hero as an intern is giving her great experience in the retail field that she can bring into the world, and possible future careers!
Stephanie Carpenter – Outside Accounts
With the True Hero team from the beginning, Stephanie joined to take part in various aspects of our outside accounts. Stephanie is always enthusiastic to learn new things and take part in what needs to be done. Detail orientated and driven, she can be counted on by the team.