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

Over the past twelve months, I have been involved in projects that sit at the intersection of legal strategy, commercial execution, brand protection, regulatory compliance and reputational risk management in a highly regulated industry.

One of the most significant projects has been the design and implementation of Diageo Colombia’s local legal strategy in connection with Diageo’s role as an Official Tournament Supporter of the FIFA World Cup 2026. As legal counsel, I have been responsible for reviewing, structuring and helping ensure the regulatory and contractual compliance of marketing and commercial campaigns involving participating brands, including Don Julio and Buchanan’s. My role has included advising on the correct use of FIFA-related rights and guidelines, training internal teams on applicable requirements and working closely with commercial teams and external partners to enable compliant execution before and during the tournament cycle.

This project has required the coordination of multiple internal and external stakeholders, as well as careful alignment between global sponsorship rights, local market execution, advertising regulations, brand guidelines and commercial objectives. The legal support provided has enabled the business to deploy a robust marketing and commercial strategy aimed at increasing brand visibility, strengthening the presence of Diageo’s products within partner ecosystems and engaging consumers around one of the most important sporting events in the world. While specific commercial details are confidential and not for publication, the project has involved important logistical, administrative and multi-jurisdictional challenges, where legal has played a central role in enabling execution while protecting the company’s rights, reputation and compliance standards.

In addition, in my dual capacity as legal counsel and brand protection manager, I have led Diageo Colombia’s bottle collection and destruction program. This initiative is highly relevant in Colombia because empty bottles are one of the key dry inputs used by illegal networks for the counterfeiting and adulteration of alcoholic beverages. The program has required constant coordination with local authorities across different regions, including police, customs, SIJIN, the prosecution, local secretariats and other stakeholders, as well as significant internal education and coordination to ensure our presence in key Diageo events and collection points.

Over the past year, we have achieved the collection and destruction of more than 2m bottles. This result has had a direct impact on the protection of Diageo’s brands, the prevention of illicit trade, the mitigation of reputational risk and, most importantly, consumer protection. For me, this project reflects the broader role of in-house counsel: not only advising on legal matters, but also leading initiatives that protect the business, support authorities, strengthen market integrity and contribute to responsible industry practices.

What key trends should in-house counsel be monitoring over the coming months?

Personally, I believe that in-house counsel should closely monitor the growing intersection between regulation, technology, consumer protection and reputational risk, particularly in highly regulated and consumer-facing industries.

However, from a local perspective, I believe that in-house legal teams will need to remain highly focused on, and anticipate, the challenges arising from the results of the electoral process currently taking place in the country, as these may have tax, regulatory and public order implications that could affect operations in Colombia.

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

When legal advice and commercial objectives appear to conflict, my role is to reframe the discussion from a simple “yes or no” into a clear assessment of risk, alternatives and responsible paths to execution. In these situations, the value of in-house counsel lies in exercising judgement under pressure. Commercial teams are often operating with ambitious targets and tight timelines, so legal advice must be clear, practical and solution oriented. I try to ensure that the business has a full understanding of the legal, regulatory and reputational implications of a decision, while also working proactively to identify alternatives that preserve the commercial objective without compromising the company’s standards.

Have you had any particularly unique or defining experiences during your legal career?

One of the most defining aspects of my legal career has been the opportunity to work both in private practice and in-house, mostly in highly regulated sectors. This combination has given me a broad and valuable perspective on how legal advice should be delivered and how it can create real impact.

Working in a law firm helped me develop strong technical foundations, analytical discipline and the ability to assess complex legal issues with depth and rigor. Moving in-house allowed me to complement that experience with a closer understanding of business strategy, execution, stakeholder management and risk appetite. It taught me that legal advice must not only be technically sound, but also practical, timely and aligned with the realities of the business.

Having experienced both sides has shaped the way I practice law today. It allows me to anticipate risks with a structured legal mindset, while also understanding the commercial pressure, operational challenges and reputational considerations that companies face. In highly regulated industries, that broader perspective is particularly valuable, because legal counsel must be able to connect regulation, governance, commercial objectives and responsible decision-making.

For me, this has been a defining experience because it has reinforced the role, I believe modern in-house lawyers should play: not only as legal advisers, but also as strategic partners who help organisations make better, more sustainable and well-informed decisions.