Ecija creates tax innovation unit with María del Carmen González
Ecija has set up a new Tax Innovation practice, hiring María del Carmen González de Luis as director, from PwC Tax & Legal, to lead it from the firm’s Madrid office. The new area will sit within the firm’s Legal Innovation discipline and will focus on the digital transformation, innovation and technological optimisation of the tax function at large corporations.
The Tax Innovation unit, led by María del Carmen, is designed to support large organisations in the overall transformation of their tax functions, combining tax knowledge with strategy, process redesign, technology, data and artificial intelligence, states Ecija.
González de Luis is a lawyer with more than 12 years of experience advising national and international groups, IBEX 35-listed companies and multinationals across sectors on corporate taxation, tax governance and the transformation of the tax function. Before joining Ecija, she worked at PwC Tax & Legal, where she advised on multidisciplinary projects linked to tax strategy and governance, operating model transformation, digitalisation, TaxTech and the adoption of generative artificial intelligence.
She holds a double degree in Law and Business Administration from Universidad Carlos III de Madrid, a Master’s in Corporate Taxation from Universidad Pontificia Comillas, and international training in International Business & Leadership from Aalto University’s Helsinki School of Economics.
The hire builds on Ecija’s recent push in its tax practice, which also saw the arrival of María Cortizas from Dentons (click to read).
Expert commentary
Alejandro Touriño, CEO of Ecija, said: “We are building a firm in which innovation and artificial intelligence run through all our practice areas and transform the way we work with our clients. The launch of Tax Innovation is a further step in that direction and allows us to extend to the tax field a transformation model that we are already driving from Legal Innovation. Carmen’s incorporation, combining tax knowledge, business vision and experience in technology and transformation, will allow us to build a differentiated proposal for tax departments.”
María del Carmen González de Luis added: “The tax function is evolving towards an increasingly strategic model, in which good tax governance, technology and innovation play a key role. In this context, technology and, especially, artificial intelligence are opening new possibilities to redefine not only the way tax teams work, but also the value they can bring to organisations.”
