Alejandra González de la Vega Named Business Development Director

Corporación Habanos, S.A. has named Alejandra González de la Vega as its new Director of Business Development. The appointment marks the latest step in a career that has run alongside the Habano itself since 1997, nearly thirty years spent moving through the company's most strategic departments.

Mrs. González holds a law degree and began her professional life at Habanos as a Jurist of International Trade, a post she held until 2013. It was serious, technical work, the kind that demands precision rather than flourish, and it gave her a grounding in the contractual and regulatory machinery that underpins the global Habano trade.

In 2013 she moved into the Operational Marketing Direction as a specialist, trading legal texts for brand strategy. Four years later, in 2017, she was named Marketing Director of EMPOR, the exclusive Habanos distributor for Portugal. She held that post until 2021, guiding the brand's presence in one of Europe's established Habano markets during a demanding stretch for the luxury tobacco trade.

Her return to Havana in 2021 brought her back to the Operational Marketing Direction, where she resumed her contribution to the company's broader commercial development. That combination of legal training, hands on marketing experience, and a completed international posting abroad gives her a rare vantage point on how Habanos, S.A. builds and defends its markets, from contract to shelf.

The role of Director of Business Development sits close to the center of the company's commercial strategy, overseeing how Habanos, S.A. expands relationships with distributors and partners across its network. Corporación Habanos, S.A. has offered Mrs. González its congratulations and its confidence as she takes up the new responsibilities.

For readers of this Journal, the appointment is worth noting less for its ceremony than for its substance. Mrs. González arrives at the post having already worked both sides of the business, the legal architecture in Havana and the retail realities of a European distributor. That breadth is precisely what the Business Development brief requires.