After 27 years in the retail industry, Heidi took on a new challenge. From corporate life to entrepreneurship. From fashion retail to the benefits industry. At JCPenney, she went from floor associate to Divisional Vice President and led the largest brand launch in JCPenney history. In her current role as a co-founder and COO, she launched freshbenies to help busy families save time, money and frustration and take the headache out of their healthcare. In 2015, freshbenies was named #117 to the Inc. 5000 fastest growing companies in America.

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