Juanita Agámez Martínez – GC Powerlist
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Colombia 2026

Consumer products

Juanita Agámez Martínez

Legal, public affairs and sustainability director; antitrust, data privacy and ethics and compliance officer; Renault foundation director, Colombia | Renault Sofasa

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Colombia 2026

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Juanita Agámez Martínez

Legal, public affairs and sustainability director; antitrust, data privacy and ethics and compliance officer; Renault foundation director, Colombia | Renault Sofasa

Team size: 13 members (Legal 7: 5 HC Renault and 2 secondments; Public Affairs 2; Ethics and Compliance 1; Sustainability and Foundation 3)

What are the key projects you have been involved in over the past twelve months?

Securing a regulatory ecosystem to attract investment was a key project. I led the development of a regulatory and government incentive framework that enabled a $100m investment project for the assembly of the Renault Kwid at Renault’s manufacturing facility in Colombia. The following incentives have become key enablers of the competitiveness of Colombia’s automotive sector: IAMAS and CERT. These mechanisms also played a key role in Renault Group’s recent announcement of its firm intention to assemble next-generation technology vehicles in Colombia.

Can you describe an instance where your legal advice directly influenced business strategy or commercial objectives?

Today, the global automotive industry is among the most complex and dynamic sectors worldwide and is undergoing profound transformation driven by intense competition from manufacturing hubs. This reality directly impacts Latin American markets, which must develop effective strategies to compete while maintaining the highest standards of compliance and commercial integrity. Within this environment, Renault Colombia’s Legal Department has consistently demonstrated its value as a strategic business partner by supporting decision-making with agility and excellence while actively contributing to business strategy. The legal team develops innovative and flexible contractual structures, strengthens corporate governance frameworks, enhances preventive and defensive litigation capabilities and helps position the company to compete successfully in a highly regulated, competitive and audited environment. As a result, Renault’s Legal Department is recognised by the President and Executive Committee as a trusted business partner in decision-making across all organisational levels.

I work closely with industry associations, suppliers and regulatory authorities to ensure a regulatory environment that promotes business opportunities through sector-specific and export incentives, while providing legal certainty for investment through the stability of key bilateral agreements. These efforts contributed to strengthen our plant’s role as a regional export hub, supporting investments and facilitating Renault Group’s announcement of its intention to assemble next-generation technology vehicles at our plant in Antioquia, Colombia.

How has the role of general counsel evolved, and what are the most important attributes for the modern in-house lawyer?

In the era of artificial intelligence (AI), lawyers must create value through strategic thinking and anticipation, preserving corporate value while enhancing competitiveness in globalised and highly competitive markets.

Traditionally, the role of in-house counsel was viewed primarily as a support function focused on assessing legal feasibility. Today, however, legal leaders must possess a deep understanding of the business, its products and services, integrating that knowledge into legal strategy to play a proactive role in driving business success through creativity, a 360-degree business perspective, and the ability to anticipate both financial and reputational risks.

The role is no longer limited to determining compliance. Legal leadership must create value by anticipating the challenges of highly regulated and politically complex environments, ensuring that business decisions generate positive outcomes while preventing less visible financial and reputational risks.

How do you manage situations where legal advice and commercial objectives conflict?

A “no” without a solution is not an option. Whenever legal feasibility concerns arise, they must be supported by data, clear economic impact assessments and practical alternatives that address business needs while managing risk effectively.

Beyond your legal role, is there a cause or initiative you are especially passionate about?

I have the privilege of leading the Renault Foundation, which focuses on generating positive social impact through education, employability and mobility initiatives. In a country where access to quality education remains a challenge, the Renault Scholarship Program has become the Foundation’s flagship initiative. For more than eleven years, it has provided professional and technical scholarships to 86 young people across seven cities in Colombia. Contributing to meaningful social transformation through education has been one of the most rewarding aspects of my professional career.

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