Cynthia Aza Riva graduated from the Universidad de Lima and is registered with the Lima Bar Association. Furthermore, she holds a postgraduate Certificate in International Corporate Law from ESAN University, as well as a specialisation Diploma in Personal Data Protection from a joint programme offered by Universidad del Pacífico and the AUDIT Institute of Madrid. Thus, Cynthia is certified as an Expert in Data Protection.

Currently, Cynthia serves as the head of the legal department at Corporación Primax, providing legal advice on civil, contractual, litigation, regulatory, advertising, and compliance matters within general corporate affairs – leading a team of professionals across these areas.

In her professional experience as an in-house lawyer, Cynthia has been responsible for leading significant projects. She played a key role in the creation of a mobile application that significantly changed Peruvian gasoline sales at service stations in 2016. Primax was a pioneer in this field, utilising technology to develop a revolutionary system under Cynthia’s legal leadership. Additionally, Cynthia has been involved in major M&A transactions for her company, including the acquisition of Peruana de Combustibles (PECSA) and the company now known as Primax Colombia.

How do you approach managing legal aspects during periods of instability or crisis, and how does your legal strategy align with the broader business strategy to ensure the organisation’s resilience?

During times of uncertainty, my legal approach focuses on two main pillars. Firstly, I work towards mitigating the repercussions of unforeseen events within the confines of legal regulations. This involves devising strategic plans to tackle any challenge while ensuring compliance with the law. Additionally, I prioritise implementing measures to sustain business continuity under such circumstances. For instance, during the recent global pandemic, we efficiently managed crucial contract renegotiations to ensure seamless operational continuity while adhering to protocols, legal guidelines, and regulations.

As the legal head at Corporación Primax, my approach to navigating legal challenges during times of uncertainty centres on adaptability, effective communication, and proactive measures. Ensuring transparent communication channels with key stakeholders allows for timely advice and informed decision-making. Prioritising risk assessment and strategic planning helps to identify and address potential legal issues; this may translate to constant contract review and regulatory compliance. Aligning legal strategies with corporate objectives enhances organisational resilience. Collaboration with other departments facilitates understanding of goals and challenges, integrating legal considerations into decision-making processes. This ensures proactive identification of opportunities and efficient overcoming of challenges, supporting sustainable growth while safeguarding company interests.

What emerging technologies do you see as having the most significant impact on the legal profession in the near future, and how do you stay updated on these developments?

Two emerging technologies poised to transform the legal landscape are Artificial Intelligence (AI) and electronic signature solutions. AI may serve as a tool to relieve desk work, streamlining legal processes such as mass contract review and research, thereby improving productivity and decision-making. Electronic signatures offer a secure and efficient alternative to traditional signing methods, thereby improving compliance and transaction efficiency.

As a senior lawyer at Corporación Primax, I believe that leveraging AI tools and electronic signature systems can optimise processes and decision-making. Integrating AI may enhance efficiency and accuracy, while electronic signatures have modernised our document management and transaction processes. Embracing these technologies sets us apart from the rest and positions us as innovative and open-minded leaders in the legal industry, delivering added value to clients and stakeholders.