Anna Radulovski, Global CEO and Founder of WomenTech Network, recently sat down with Maria B. Winans, Chief Marketing Officer at Kyndryl, to dive into her leadership journey, the role of cultural heritage in her career, and how she fosters innovation and inclusion in her organization.
Maria B. Winans is a seasoned leader in the world of data-driven marketing, brand engagement, and performance marketing. At Kyndryl, Maria heads up a global team, driving the company’s marketing, brand, and advertising strategies. She’s all about using data, analytics, and cloud tech to connect more deeply with customers and partners, helping to shape a memorable brand for this startup-at-scale. Before Kyndryl, Maria spent nearly three decades at IBM, where she climbed the ranks to become the Chief Marketing Officer for IBM Americas, overseeing marketing across North and Latin America. A native of Santiago, Chile, Maria is the executive sponsor of Kyndryl’s Hispanic Latino KIN (Kyndryl Inclusion Network), reflecting her commitment to diversity and inclusion. She has been recognized with awards such as the ASPIRA Association’s Corporate Leadership Award and was named one of the “Top 10 Corporate Latina Executives of the Year” by LATINA Style.
Anna Radulovski: Maria, reflecting on your experiences, what challenges have you encountered as a Hispanic woman in a leadership role, and how did you navigate them? What key lessons from your journey would you share with others who may face similar challenges?
Maria B. Winans: I immigrated from Chile when I was 10 years old and spent my formative years in North Carolina. Throughout my childhood, I often felt like I stood out because of my background. This sense of being different continued into my professional life. I frequently found myself as the only Hispanic woman in the boardroom. Being in that position was challenging, but I made a choice early in my career to lean into the power of being different and to work as hard as I could to achieve all that I aspired to be.
I live by a somewhat simple, yet powerful, phrase that has guided me through every step of my professional and personal journey – the power of AND. I chose to be an executive AND a mother. I chose to be a proud Latina AND a proud American. I chose to be a fitness instructor AND an artist. By embracing the power of AND I have learned that I can be anything that I want to be AND more!
That’s the power of choice – making yourself a priority so that you don’t have to choose between your passions. You’re always balancing, but if you make the choices for yourself, then you know where your priorities stand. That doesn’t mean there won’t be challenges along the way and obstacles you face in the workplace, but you are your best advocate. Don’t ever put a limit on what you think you can do regardless of what everyone else around you might say. You can choose to be all the “ands” that you want in life.
Anna Radulovski: What unique challenges do underrepresented groups, particularly Hispanic and Latina women, face in the workplace?
Maria B. Winans: Underrepresented groups, including Hispanic and Latina women, face unique challenges in the workplace, especially in fields like tech that are traditionally male-dominated. These challenges include systemic barriers such as limited career advancement opportunities, pay gaps, and cultural biases that can significantly hinder professional growth. One specific challenge is the cultural tendency among Hispanics to be less vocal or hesitant to ask for what they want, which can limit their ability to advocate for themselves in the workplace.
This cultural nuance, coupled with imposter syndrome, can create a significant barrier to success. In fact, a study by the Kapor Center found that women in tech experience impostor syndrome at higher rates, with Hispanic women reporting it more frequently than their peers. This often leads to a lack of confidence that doesn’t come across as naturally as it might for others, further exacerbating the challenges they face.
As a big advocate for believing in yourself, I strongly encourage embracing your worth and not shying away from advocating for your career. Addressing these challenges through mentorship, representation, and fostering an inclusive culture is vital for ensuring underrepresented groups not only survive but thrive in their professional journeys. By doing so, we can unlock their full potential and contribute to a more diverse and innovative workplace.
Anna Radulovski: How have you personally confronted and overcome cultural or gender-based biases in your career, and what strategies have you found most effective in challenging these stereotypes?
Maria B. Winans: Like many diverse women, I’ve faced cultural and gender-based biases in my career, but I've always believed that my diversity is a source of strength. I draw from the power of my community and use that energy to focus on areas where I know I can make a difference. I channel my efforts into creating opportunities, not just for myself, but for others who share similar experiences.
For me, it’s not about what keeps me up at night, but it’s what gets me up in the morning. This mindset shifts my focus from dwelling on challenges to fueling my determination with purpose. Instead of being weighed down by the obstacles, I’m energized by the opportunities to create change and push boundaries. Every morning, I wake up with the drive to make a positive impact, to break down barriers, and to empower others to do the same.
I am confident, but never too prideful to keep learning. I keep an open mind, but I know that I am where I am because I deserve the success that I have earned. I’ve also learned that absolutely anything is possible, as long as you work hard, and embrace who you are and where you come from. These are lessons that I strive to empower other women with, and especially my fellow Latinas.
Anna Radulovski: What are some practical steps Latina and Hispanic women can take to prepare themselves for leadership roles, even in environments where they may face a "glass ceiling" or "concrete ceiling"?
Maria B. Winans: Breaking through barriers like the "glass ceiling" or "concrete ceiling" requires strategic actions and a strong mindset. These obstacles are real, but they can be transformed into opportunities with the right approach.
Seek out both mentors and sponsors. According to Forbes, 75% of executives say that mentoring has been critical to their career development. This rings true for me as well—I owe much of my success to the mentors and sponsors who guided me. However, it's not just about finding these relationships; it's about making the most of them. Be proactive—ask questions, seek guidance, and take initiative.
Confidence is crucial. Women often have to work harder to prove their worth, but much of this effort is rooted in believing in yourself and clearly communicating that belief. When you truly trust in your abilities, you can turn that glass ceiling into a blue sky of opportunities. Don’t wait for recognition—be your own advocate. Showcase your achievements, ask for the opportunities you deserve, and negotiate for your worth. Your voice is a powerful tool in advancing your career and breaking down barriers.
Every step you take forward not only advances your own career but also paves the way for others to follow. This is something I strive to do every day—believing in my potential and leading with purpose. Remember, your leadership not only drives your own success but also inspires and empowers future generations to dream bigger and achieve more. Embrace your journey, and know that your impact can change the world.
Anna Radulovski: How has building your personal brand and increasing your visibility contributed to your success in the tech industry? What strategies would you recommend to others looking to enhance their visibility and impact within the tech community?
Maria B. Winans: Building my personal brand has been a pivotal factor in my success. From the very beginning, I took deliberate steps to define my brand—understanding my strengths, core values, and the impact I wanted to achieve. This clarity allowed me to present myself authentically and effectively, distinguishing myself in a crowded field.
My passion for fitness plays a huge role in this process. Just as I bring strength and energy to my workouts, I approach my professional life with the same vigor and determination. I tackle challenges head-on and instill belief in my team by showing that I don’t shy away from hard work. This passion for fitness is a reflection of how I handle my job—both require a commitment to perseverance and a positive, energetic attitude.
For those aiming to boost their visibility and influence in the tech community, I recommend starting by understanding what sets you apart. Reflect on your skills, passions, and experiences to craft a compelling narrative that showcases your unique strengths. This self-awareness will help you present yourself in a way that resonates with others and highlights your distinct contributions.
Additionally, building a strong social online presence is crucial. Leverage platforms like LinkedIn and personal blogs to share your insights and achievements. By consistently creating and sharing thoughtful content that aligns with your personal brand, you can enhance your visibility and make meaningful connections within the tech community.
Anna Radulovski: Why is it important to celebrate Hispanic Heritage Month, and how can such celebrations contribute to greater awareness and inclusion within the tech industry?
Maria B. Winans: Celebrating Hispanic Heritage Month is important because it’s a chance to honor and recognize the rich culture and contributions of Hispanic and Latino communities. It’s an opportunity to learn from one another, share our stories, and celebrate the diverse experiences that enrich our world. For us, family is everything, and this month offers a special opportunity to connect with colleagues who share similar backgrounds, fostering a sense of belonging and unity.
In the tech industry, these celebrations help us appreciate the unique perspectives and innovations that Hispanic professionals bring, making our field more inclusive and dynamic. At Kyndryl, we’re excited about the range of activities we have planned. From learning sessions and self-reflection opportunities to community engagement and cultural celebrations, we’re committed to creating an environment where everyone can celebrate and grow together. It’s all about making sure every voice is heard and valued. By embracing these efforts, we’re driving greater awareness and inclusion, creating a workplace where family and diverse perspectives are celebrated and integrated into our everyday work.
Anna Radulovski: With Hispanic and Latina women making up just 2% of the tech workforce and fewer than 1% holding executive positions, how can companies, organizations, and individuals work together to address this gap? What actionable steps can be taken to ensure greater representation and support for diverse leaders in tech?
Maria B. Winans: Addressing the gap requires a collective and intentional effort. At Kyndryl, we're dedicated to bridging this gap through our Kyndryl Inclusion Networks (KINs), which reflect our commitment to a culture centered on our people.
Recognizing that true change begins by ensuring everyone feels empowered and valued, we’ve established KINs as a key component of our strategy. These employee-led resource groups are vital for creating spaces where support, advancement, and allyship thrive. They support recruitment, retention, and career development, with each KIN having an executive sponsor to champion its mission. This structure not only enhances our ability to attract and retain diverse talent but also builds an environment where all employees, including women and minority groups, are empowered to succeed.
By prioritizing culture and creating robust networks of support, companies can take actionable steps to bridge the representation gap and empower diverse leaders in tech. It's about building environments where everyone is valued, heard, and given the tools they need to thrive.
Anna Radulovski: At Kyndryl, how do you foster innovation while ensuring that diverse perspectives are included in the conversation?
Maria B. Winans: At Kyndryl, innovation thrives on diverse perspectives. With operations in 60 countries and marketers working across every corner of the globe, we naturally gather a broad range of viewpoints and ideas. This global diversity is not just a statistic for us; it's the foundation of how we operate and innovate.
As the Chief Marketing Officer leading our brand initiatives, I prioritize creating opportunities for every voice to be heard, encouraging collaboration across regions and departments. We engage directly with local teams to understand the unique needs of our diverse customer base. By bringing together teams with varied backgrounds, we enrich our strategies with multiple viewpoints. This approach, coupled with rigorous testing of our messaging across global markets, ensures that each campaign resonates authentically with different audiences. This process not only enhances our brand’s impact but also reflects our deep commitment to global diversity.
By fostering an inclusive culture where every team member is empowered to contribute, we unlock the creative potential that drives impactful solutions. Our dedication to embracing diverse perspectives allows us to connect more deeply with our global customers, ensuring that our innovations are both meaningful and globally resonant.
Anna Radulovski: Despite the progress we’ve made, why do you think representation at the executive level still falls short? What specific actions can companies and leaders take to ensure more women not only reach senior leadership roles but also thrive and stay in those positions?
Maria B. Winans: Despite the progress we've made, the path to executive roles for women still falls short due to deep-rooted biases, structural barriers, and a lack of supportive networks. To address this, companies and leaders need to take actionable steps and rely on data-driven strategies.
A critical aspect is having the right data and being prepared to act on it. At Kyndryl, we track gender representation and career progression and use this data to drive our actions and measure our progress. This data-driven approach helps us identify gaps, set clear and transparent pathways to leadership, and ensure women have equal access to development and networking opportunities.
Leaders should hold themselves accountable by regularly reviewing progress, setting measurable targets, and integrating diversity into performance evaluations. By leveraging data to inform decisions and actions, companies can create an environment where women not only reach senior positions but also thrive and stay in those roles.
Anna Radulovski: Looking ahead, what’s your vision for the future of diversity and inclusion in the tech industry? Where do you see the biggest opportunities for change?
Maria B. Winans: Looking ahead, my vision for the future of diversity and inclusion in the tech industry centers around a culture-first approach. At Kyndryl, we’re building a purpose-led brand with our people at its core, empowering employees, building trust, and operating with transparency. We believe that a positive and inclusive culture is essential for success, as it not only inspires people to do their best work but also makes them feel valued and part of something meaningful.
This is where "The Kyndryl Way" comes into play. It’s not just a set of principles; it’s the very foundation of our approach, describing a winning culture based on collaboration, mutual responsibility, and excellence. We’re building this culture every day in our work together, ensuring that our leadership behaviors—like being empathetic, restless, and devoted—are integrated into the way we work every single day.
The biggest opportunity for change lies in prioritizing people over metrics. When employees are empowered to lead and contribute their ideas, they become more engaged and motivated. A vibrant, energetic culture is contagious and can drive remarkable results. This approach isn’t just about fostering a positive work environment; it’s about creating a culture where everyone feels they matter and can thrive. That’s the kind of culture I’m passionate about leading, and I believe it’s key to transforming the tech industry’s approach to diversity and inclusion
Anna Radulovski: What’s the most unconventional piece of advice you’ve received or would give to women aspiring to senior leadership roles?
Maria B. Winans: I have 2 pieces of advice...
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable - you have an authentic view and experience of the world that no one else will ever have - don't try to be anyone else but you. Over time, I’ve come to realize that our culture and language are gifts, treasures that enrich our lives and those around us. They’re what make us unique, and they need to be valued and protected. My superpower is my unique differences and embracing them has been key to my growth and success.
I've always been a naturally curious person and it's easy for me to over-commit to projects and assignments that pique my interest. I've learned over years of practice how to manage that, so if I could go back and share some advice with my younger self, I would say to prioritize the things that are most important, and then become amazing at those things.
If you aspire to work alongside inspiring leaders like Maria B. Winans and be part of a vibrant and inclusive culture, Kyndryl offers exceptional career opportunities.
Recognized as one of Newsweek's Global Top 100 Most Loved Workplaces for the second consecutive year, Kyndryl is committed to fostering a people-first environment where diversity and innovation thrive.
Explore opportunities to join Kyndryl, contribute to their vision, and become part of a workplace that values and rewards its employees.
