Heather Goodman, Co-Founder, COO & President of TRUE Capital Management

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Heather Goodman is Co-Founder, Chief Operating Officer, and President of wealth management firm TRUE Capital Management. With more than 25 years of financial services experience, Heather provides leadership to the greater firm, and also drives its business processes, and ongoing growth and expansion.

Heather particularly excels at analyzing business challenges and building the necessary foundational infrastructures to meet them. Over the years, her financial expertise and business acumen have given TRUE Capital a strategic edge, helping to fuel the firm’s global reach across all categories of the sports world. Her ability to structure, negotiate, and close complex transactions has propelled TRUE Capital to become the preeminent leader in wealth management for professional athletes and entertainers.

Heather also brings deep insights having worked with major brands to negotiate multi-million-dollar advertising campaigns in the digital space as well as working as a CPA at Deloitte in the consumer products practice. As such, she is familiar with supply chain, logistics, and financial challenges these companies often face.

Heather is committed to the success of TRUE Capital’s clients and partners, and to that end, actively serves in an advisory capacity to several entities. She has served as the Audit Committee Chair of Novus Capital Corporation I and II, as well as other Board positions on private companies. Her entrepreneurial experience provides boards with a thorough knowledge and understanding of how businesses are built with profitability, process, and efficiencies at their core.

Heather was born and raised in the Bay Area and earned her Bachelor of Science Degree in Business Administration with an emphasis in Accounting from California Polytechnic State University, San Luis Obispo.

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