Shaping business transformation for a sustainable future
Today, at the headquarters of Tabaqueira – Philip Morris International, in Rio de Mouro, Portugal, Iberian Lawyer, in partnership with Tabaqueira and with the support of DLA Piper and PLMJ, hosted the event Shaping Business Transformation for a Sustainable Future. As the title suggests, the event focused on the strategic role of legal departments in steering business transformation towards a more sustainable model.
The opening remarks were delivered by Marcelo Nico, Managing Director of Tabaqueira, who emphasized how changes in society, regulation, and technology are reshaping business models. He used Tabaqueira itself—present in Portugal for 98 years—as an example of adaptation to new environmental and public health standards. Nico highlighted the company’s investment in a predominantly young team and in developing smoke-free alternatives to tobacco, which now account for a growing share of its production.
The first panel, Legal Challenges in Supporting Transforming Business: Wedging New Phenomena into Old Frameworks, featured Bárbara de Eliseu (lawyers coach), Isabel Fernandes (General Counsel of Grupo Visabeira), and Daniel Reis (partner at DLA Piper, specialized in technology). The discussion addressed the challenges faced by lawyers when trying to fit innovative practices into traditional legal frameworks.
Daniel Reis explored how to advise clients working with innovative products and processes that often fall outside current regulatory frameworks. He also discussed the role of law firms in balancing respect for legal norms with the needs of clients operating in emerging sectors. Isabel Fernandes brought real-life business examples to illustrate how companies adapt innovative practices within existing structures. Bárbara de Eliseu focused on the human and organizational dimension, reflecting on how legal professionals can prepare for constant change.
The second panel, Regulation and Innovation in the EU: Challenges Ahead and the Role of the In-House Department, featured Luís Graça Rodrigues (regional legal director at Minsait for Europe—excluding Spain—Lusophone Africa, and the Philippines), Pedro Lomba (partner at PLMJ and head of the Technology, Media and Telecommunications practice), Mafalda Mascarenhas Garcia (Head of Cybersecurity at IBM for the EMEA region), and Alexandra Reis (General Counsel at Tabaqueira).
Opening the session, Pedro Lomba provided context on the European Union’s growing role as a global regulatory powerhouse—especially in areas such as technology, artificial intelligence, and sustainability. He discussed the early impacts of the Draghi Report and the Competitive Compass, noting that strategic priorities are already shaping both policy and legislative output at the EU level.
Luis Graça Rodrigues addressed the difficulties of innovating in highly regulated sectors, particularly technology, and emphasized the legal department’s role as a key enabler of responsible and agile innovation. Mafalda Mascarenhas stressed the importance of deep technical knowledge of the business in order to navigate complex, multi-jurisdictional regulatory environments.
Lastly, Alexandra Reis shared her experience in a heavily regulated industry like tobacco, reflecting on the real opportunities for responsible and sustainable innovation. She also highlighted the importance of ongoing dialogue—not only with ther business units but also with regulators, lawmakers, and civil society—particularly around issues like sustainability, data, and artificial intelligence.
Moderated by Iberian Lawyer journalist Glória Paiva, the event left a clear takeaway: in a context shaped by fast-moving technological innovation and regulatory complexity, the human element is more crucial than ever in legal practice. Beyond legal expertise and technical knowledge, today’s legal advisors must excel in listening, communicating, and engaging with interdisciplinary topics.
