Vera Reifenstein is Director of Business Development at Saab Canada, Inc., where she leads the company’s go-to-market strategy and business development efforts across Canada in support of national defence and security priorities. With more than eight years in the defence and security sector and six years at Saab Canada, she works closely with government customers and industry partners to align Saab’s advanced capabilities with Canada’s evolving needs. Vera brings over two decades of prior experience in telecommunications, technology, marketing, and business strategy, and is driven by mission-focused work that delivers real-world impact.
1. How did you start out in this industry and how has it brought you to where you are today?
I didn’t begin my career in defence and security—I came to it after more than two decades in telecommunications, technology, marketing and business strategy roles. That background gave me a strong foundation in complex systems, strategic and customer-centric thinking, and navigating complex business environments.
As I progressed in my career, I became increasingly drawn to industries where the work has a clear purpose and real-world impact. Defence and security offered exactly that. The transition felt natural: it combined advanced technology, long-term strategic thinking, and collaboration with government and industry partners. Each step in my career-built skills that prepared me for the responsibility and scale of the role I hold today at Saab Canada.
2. What is your role at your organization today?
I am the Director of Business Development for Saab Canada. My role is to lead our go-to-market strategy and team across Canada, working closely with government customers, industry partners, and internal teams to ensure Saab’s capabilities align with Canada’s defence and security priorities. This includes business development, strategic positioning, customer engagement, and supporting Saab’s long-term growth and presence in Canada.
3. What was your most challenging moment?
One of the most challenging aspects of working in defence is navigating complexity—long timelines, evolving requirements, and high expectations—while staying focused on delivering real value for customers. Learning the nuances of defence procurement and aligning diverse stakeholders has been demanding, but those challenges have also been some of the most rewarding moments of my career.
4. What was your A-HA moment or epiphany that will resonate most with our readers?
My “A-HA” moment came when I truly understood the power of working collaboratively with the customer to deliver capability successfully. Saab was awarded a contract for the Soldier Portable Air Defence System in 2024, and we are currently delivering on that program very successfully. I credit this to Saab and the Canadian procurement team’s ability to work together to the benefit of the CAF members serving in Latvia.
5. What is the one thing that has you most fired up today?
The past year has brought incredible changes to the defence industry broadly, but especially in Canada. The importance of the work we are doing and the real-world impact it has – that has never been clearer to me. I am extremely excited for Canada to continue building its defence and security industry, supporting sovereign capabilities, new partners and allies. I’m proud to be a Canadian working for Saab and will keep working to achieve our goal – “keeping people and society safe”.
6. What is the best advice you received?
Life is all about balance and support for yourself and the people around you moving through the highs and lows in life professionally and personally. Knowing when to push versus pull back and fully recognizing your circle of influence is something I work on every day of my life. It’s hard to recognize a single piece of advice but it has come through lived experience, successes, failures, everyday work, and a series of amazing leaders, friends, family, employees and co-workers who have deeply affected my thinking and leadership along the way.
7. What is a habit that contributes to your success?
I prioritize preparation and follow-through. Whether it’s understanding a customer’s priorities, preparing for a key discussion, or supporting my team, being deliberate and accountable has been essential to building credibility and trust.
8. What is your parting piece of advice?
Be open to non-linear career paths. Some of the most valuable experiences come from unexpected opportunities. Build strong relationships, seek purpose in your work, and don’t be afraid to step into challenging environments where you can make a difference.
9. What people or organizations best embody the innovation mindset?
For me, innovation is best embodied by organizations that understand they don’t innovate alone. The most forward-thinking groups actively collaborate with partners, customers, academia, and even competitors to solve complex problems. That ecosystem approach is something I have seen Saab do very successfully.
Questions Regarding the Organization
1. How is your organization changing the game within your industry sector?
Saab is changing the game by combining world-class technology with a strong commitment to partnership and local industry involvement. In Canada, that means working closely with customers and partners to deliver solutions that strengthen sovereignty, interoperability, and long-term capability.
2. What are some of the biggest impediments to innovation in your industry sector?
Lengthy procurement timelines and customer risk aversion can slow innovation in the defence sector. It requires bold thinking and strong risk tolerance to overcome these challenges.
3. How has innovation become engrained in your organization’s culture and how is it being optimized?
The talented engineers and corporate commitment to investment in Research & Development have kept Saab at the cutting edge of technology across many products and domains. The company prioritizes innovation that is rooted in the customer needs and forward-thinking development programs. This is something we are very proud of as a company with a diverse portfolio. A great example of a recent innovation – in 2025 Saab achieved the first flight of a fighter jet with AI.
4. What technologies, business models, and trends will drive the biggest changes in your industry over the next two years?
The changing geo-political situation in recent years has redrawn the landscape of the defence sector in many ways and we expect that to continue. Saab has been investing in AI, unmanned and counter-unmanned, air defence and many more new technologies.