Rafael Canovas

Rafael Canovas is an experienced professional with a strong background in project management, strategic communication, and business development across various industries. Currently serving as the Country Manager for Peru and Latam Sales Manager at Plena Global Holdings since November 2018, Rafael oversees the execution of business plans amidst the dynamic Peruvian market. Previously, as Director of Government Affairs & Partnership for South America, Rafael focused on establishing regulatory frameworks for the medicinal cannabis industry. Experience includes roles at Síntesis Consultoría as Executive Director and significant tenure at British American Tobacco in various managerial positions related to strategy, communication, trade integrity, and sales, along with roles at Johnson & Johnson and Colgate-Palmolive as Sales and Marketing Manager respectively. Rafael holds a degree in Industrial Engineering from Universidad de Lima, an MBA from Universidad ESAN, and advanced studies in Strategic Communication from Georgetown University and Universidad Adolfo Ibáñez.