Team size: Two

Major legal advisers: Brigard & Urrutia

During the process of this research, Silvia left her role at Bimbo de Colombia

Could you share an example of a time when you came up with an innovation that improved how your legal team works and did not come at a large expense?

To comply with new laws related to prevention of money laundering, we had the necessity of formulating policies and delving into the company’s financials; this led to a close collaboration with the internal control area of the company to combine our expertise. This combination of expertise allowed us to implement guidelines for money laundering prevention and enhance control over daily business operations. Consequently, we establish a dotted line of report from the internal control area to the legal department (specifically for these matters), resulting in cost savings for the company by optimising our work methods and without new hires on the legal department.

What are some of the main trends impacting the industry sector you work in in Colombia?

Inflationary economy: The rise in prices due to inflation has resulted in a decrease in household expenditure, leading to adjustments in purchasing decisions, shifts in product preferences, and a decrease in brand loyalty.

Health and wellness awareness: In light of the increasing human lifespan, consumers have become more conscious of the importance of cultivating healthy habits to ensure a high quality of life in the long run. These habits encompass aspects such as maintaining a nutritious diet and engaging in regular physical exercise.

Convenience: Consumers highly value solutions that offer convenience and effectively address their needs, as they prioritise optimising their limited free time. Consequently, they greatly appreciate practical and time-saving options that can simplify their daily routines and fulfil their requirements.

What is a cause, business-related or otherwise, you are passionate about, and why?

In my role, I have a strong passion for various aspects of communication, encompassing not only the legal perspective but also actively participating in the development of claims or campaigns for television or radio. I closely collaborate with the marketing team to ensure effective communication strategies. Additionally, I had the opportunity to contribute to a special project at our headquarters in Mexico. This project involved designing a comprehensive approach for our sales team to create an optimal point of sale experience for our clients. By providing key guidelines for the display of POS materials, we successfully enhanced brand visibility.