Lena Helmts isthe Manager, Retail Channels at Porsche Canada. She moved to Canada fromGermany in 2010 after completing her Master’s degree and has since held variousroles in Sales and Marketing. She currently oversees Porsche’s retail networkdevelopment with one key objective: keeping the in-store experience closelylinked to the digital customer journey and evolving the customer experience atexisting and new retail outlets to meet current and future customerexpectations. She also manages Porsche’s subscription and daily rental program‘Porsche Drive’ in Canada. Always a keen eye on innovation and furthereducation, she tries to bring a fresh perspective to the established automotiveworld.