Wendi Mathis Held

Wendi Mathis Held is passionate about empowering and inspiring entrepreneurs and professionals to reach their full potential and to create a positive impact in their industry. She is the founder and CEO of In The Black Retail, a premier resource hub dedicated to helping individuals and businesses thrive. With over 25 years of experience in the retail industry, she is committed to providing comprehensive strategies and actionable insights to drive success in today's competitive market.

In The Black, a retail coaching company, provides training and consulting to entrepreneurs, retailers and brands on how to optimize their performance and profitability. Wendi has a proven track record of developing and executing strategic plans, managing key accounts, and building long-term relationships with clients and partners. She has a deep understanding of the retail process, from buying and selling to product development and marketing. She leverages her expertise to help her clients achieve their goals.

Wendi is also a co-founder of True Hero, a full service Amazon agency that was acquired in 2024. True Hero grew premium brands on the largest Ecommerce platform for over 14 years. She continues this work as Sr VP at Channel Key. She has skills in new business development, customer relationship management, and retail marketing. Wendi is a driven, creative, and collaborative leader who is always looking for new opportunities and challenges in the dynamic and evolving retail landscape and to help others do the same