Lexlab promotes Maija Gwynn to general manager as agency eyes APAC expansion

Independent digital agency Lexlab has promoted head of digital Maija Gwynn to the role of general manager, as it accelerates growth across the Asia Pacific region.

Gwynn, who joined the Melbourne-based agency in 2019, has played a pivotal role in shaping Lexlab’s client-first and channel-agnostic approach, with a focus on ethical media practices and measurable outcomes. She brings more than 25 years of experience in digital advertising to the role, having held senior positions across strategy, sales, operations and client-side marketing at multinational firms.

Lexlab founder Alfie Lagos said the promotion reflects both Gwynn’s leadership and long-term impact on the business.

“This role is a significant step in Maija's impressive 25-year media career, marked by her ability to grow and innovate with our industry,” Lagos said. “She sets the standard through her work and the trust she builds with both the team and our clients. Her deep understanding of digital advertising, her technical expertise, and her clear, hands-on leadership style make this promotion a natural next step.”

During her time at Lexlab, Gwynn has led the development of the agency’s proprietary measurement and dashboard tools, and helped guide the business through the industry’s transition to privacy-compliant advertising.

“It’s exciting to take this next step in my career with Lexlab,” Gwynn said. “This new role is an opportunity for me to have a bigger role in shaping Lexlab’s future, empowering the team, while also focusing on the business’ growth, particularly in the APAC market.”

Lexlab works with brands including IGA, Energy Australia, Mister Zimi, McCain, and Cancer Council, leveraging its Lablogic platform to benchmark campaign performance and deliver media efficiency. The agency also partners with film distributors on multi-channel campaigns supporting theatrical releases.

Gwynn’s appointment is effective immediately.