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Helena F. currently serves as the Associate Vice President of Retail at Best Buy since April 2024. Previously, Helena held multiple senior leadership roles at Nike from January 2011 to March 2024, including Senior Director for the AP/LA Retail Business and Senior Director for Retail Employees & Consumer Experience, where strategic initiatives were implemented to enhance both employee and consumer satisfaction across numerous regions. Helena's career also includes positions at VIVAFIT as the International Field & Franchising Manager, Grupo Vitaldent as Human Resources Business Development Manager, Grupo Cortefiel as Field Manager, Econutraceuticos as Operations Manager, and McDonald's as Team Coordinator. Helena holds a Graduate Degree in Psychology from Universidade da Maia, a Global Master in Digital Business from Esden Business School, and a Post-Graduate degree in Human Resources Development and Management from ISLA.