Communicator. Brand Builder. Trainer. Strategic Planner. Organizer. Customer Service Advocate. Team Builder. Systems Designer. Writer. Mentor. Coffee Addict. Overall: gettin’ stuff done and makin’ it happen. After 27 years in the retail industry, Heidi took on a new challenge. From corporate life to entrepreneurship. From fashion retail to the employee benefits industry. At 15 years old, Heidi started at JCPenney where she went from a sales floor associate to Divisional Vice President at the corporate office & led the largest brand launch in JCPenney history. In her current role as a co-founder and COO, she launched freshbenies (as in, a fresh approach to benefits) to give employers and individuals practical tools to control their healthcare dime, time and peace of mind. freshbenies has been named to the Inc. 5000 list of fastest growing companies in America for three consecutive years and the Dallas 100 for two consecutive years. No matter what the product or service, Heidi has learned that people want brands that engage and help simplify life. Even more, they want brands to follow through on that promise. That’s what she does.