Lexlab Appoints Maija Gwynn as General Manager
Independent digital advertising agency Lexlab has promoted its head of digital, Maija Gwynn, to general manager as the agency ramps up its Asia Pacific expansion.
Gwynn joined Lexlab in 2019 and has been instrumental in shaping the Melbourne-based agency’s channel-agnostic, client-first approach to media buying. She led the development of Lexlab’s proprietary privacy-compliant campaign measurement tools, helping the agency stay ahead of evolving industry standards.
Bringing more than 25 years of digital advertising experience, Gwynn has held leadership roles across sales, strategy, client-side and operations in multinational companies. Her industry impact extends beyond her commercial work. In 2024, she was named to B&T’s Women Leading Tech power list for her advocacy for gender equity in tech and mentorship programs aimed at bridging Australia’s digital skills gap. She is also an active contributor to IAB Australia’s work on sustainable advertising and publisher-audience alignment.
Lexlab founder Alfie Lagos described Gwynn’s promotion as a natural next step. “Maija has been a key part of Lexlab’s growth, always leading with expertise and integrity. Her leadership will be critical as we expand our footprint in APAC,” Lagos said.
Commenting on her appointment, Gwynn said: “This new role is an opportunity to shape Lexlab’s future, empower our team and drive innovation across the business, particularly as we focus on the APAC market.”
Lexlab partners with media agencies and brands to deliver paid advertising results, with clients including IGA, Energy Australia, Caterpillar, Cancer Council, Mister Zimi and McCain.
Gwynn’s appointment is effective immediately.
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