Global socially-led creative agency We Are Social has reinforced its leadership team with key promotions, including the appointment of Mobbie Nazir as Chief Strategy and Growth Officer. The move is part of the agency’s strategic expansion, further strengthening its market positioning and capabilities in social media and influencer marketing.
Nazir, previously Global Chief Strategy Officer, will now lead business growth, marketing, PR, business development, and global growth initiatives, in addition to continuing her oversight of global media, strategy, and research and insights. Since joining We Are Social in 2014, she has played a pivotal role in shaping the agency’s global brand, leading client initiatives, and driving its thought leadership, including the renowned Think Forward reports. A respected industry speaker, she frequently appears at Cannes Lions and other major events.
Alongside Nazir’s promotion, Emma Cumming has been appointed Chief of Staff, and Silvia Mauri has stepped into the role of Global Head of People and Culture.
Cumming, formerly the agency’s Global Culture Director, will now oversee key strategic initiatives, leadership effectiveness, and internal communications. Meanwhile, Mauri, previously Global People Director, will lead global people strategy, focusing on employee satisfaction and engagement.
Speaking about her new role, Nazir said:
“Social media is more crucial than ever for marketers and We Are Social is in the fortunate position of being the world’s leading social agency at a time when investment in social is accelerating. As the social landscape evolves, we’re seeing increasing opportunities to build on what we’re best known for – our first-class social creative output – with more creator and influencer-led work, greater global scale and an increased focus on the integration of paid social and ROI-driven measurement. I’m excited to be taking on this role, helping align our approach to growth more closely with our wider business strategy.”
Nazir, Cumming, and Mauri will all serve on We Are Social’s Executive Management Board, reporting to Global Group Chief Executive Toby Southgate, who took on the role earlier this year.
We Are Social boasts a global team of 1,200 professionals across four continents and works with some of the world’s most forward-thinking brands, including adidas, Samsung, Amazon Music, and Activision.
Southgate commented:
“The promotions of Mobbie, Emma, and Silvia mark a significant shift for We Are Social, demonstrating our commitment to growth and to our people. With Mobbie’s extensive experience in global client and strategy work, and her huge contribution to our business strategy and thought leadership over the last decade, she’s perfectly placed to drive our growth plans forward at the speed that social demands. I’d also like to congratulate Emma and Silvia on their well-deserved promotions. They have both been key players in the agency for a long time, and their roles will be vital to ensuring that our people all over the world thrive, can make career-defining work, and have fun doing it. Their leadership will be invaluable to our continued success.”
These leadership changes highlight We Are Social’s commitment to innovation, talent development, and maintaining its position as a leading global social agency.
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