Maria Paula Gudiño is the Digital & Data Lead ANZ and AI Champion at Unilever, where she guides the organisation’s shift toward data-driven, future-fit marketing. In her role, she partners with brand, media, category and eCommerce teams to embed digital excellence across the portfolio and unlock new pathways for growth. Her work spans performance media, data strategy, technology adoption and responsible AI implementation, with a consistent focus on elevating both capability and culture.
Across more than 15 years in FMCG, media and creative agencies, Maria Paula has built a reputation for leading digital transformation with strong commercial outcomes and deep humanity. She has led precision marketing, CRM and eCommerce acceleration across ANZ and Latin America, spearheading transformational initiatives that have doubled digital traffic, lifted brand performance, grown databases by 70 percent and created new direct-to-consumer revenue streams.
Maria Paula is a purpose-driven leader who believes in the power of marketing to drive positive impact. Her leadership philosophy is rooted in inclusion, empathy and the belief that every person — regardless of background — deserves the opportunity to grow. She builds environments where people feel supported to stretch, learn and lead, and she champions values-based decision-making in every team she works with.
Beyond the workplace, she contributes to community through Latinx and women-in-leadership networks, cultural initiatives and long-term volunteer commitments. With a multicultural background and experience across global markets, she brings a unique ability to bridge perspectives, create connection and lead with authenticity.
Maria Paula is energised by work that blends data, creativity and purpose — building brands and teams that make a meaningful difference.
Maria Paula Gudino, Digital Marketing and Data Lead – Unilever
