Maria Moraes Robinson

Maria Moraes Robinson is CEO of Holonomics Brasil and one of the most distinctive strategic minds working at the intersection of systems thinking, customer experience and organisational transformation. Co-creator of the Holonomics Approach, she has spent over two decades embedded at the heart of organisational transformation, working directly alongside executive leadership to align organisational silos and cultivate shared strategic fluency, turning top-level vision into collective discipline. In the early 2000s, she was a pioneer in implementing the Balanced Scorecard methodology, working directly with its creators before pioneering an expanded approach by incorporating Holonomics principles — deepening the methodology’s systemic foundations and bringing customer-centricity to the heart of strategy execution. That early, foundational work laid the ground for everything that followed.

Maria is the co-author of Designing Customer Experiences with Soul, Deep Tech and the Amplified Organisation, and Holonomics: Business Where People and Planet Matter, named one of the 100 most inspiring books for change-makers by Impact Boom, as well as Strategy management: Experiences and Lessons from Brazilian Companies and The Strategic Activist. She serves on advisory boards across the US, Brazil and Europe, including Full Circle, a US-based deep tech startup, and Parceiros Voluntários, one of Brazil’s leading NGOs. Co-founder of the Deep Tech Network in São Paulo, she has been recognised as an inspirational leader in deep tech and business strategy by Harvard Business Review, Authority Magazine, We Are Tech Women, and Welum. She is a guest professor at institutions including the University of Wisconsin and Cal Poly California, an international keynote speaker, and a contributor to Harvard Business Review.