We Are Social Promotes Mobbie Nazir to New Global Strategy and Growth Role

Mar. 20, 2025

Global socially-led creative agency We Are Social has bolstered its global leadership with a trio of promotions, including the appointment of Mobbie Nazir to the new role of chief strategy and growth officer.

Nazir, previously the agency’s global chief strategy officer, will be tasked with driving We Are Social’s global business growth, strengthening its market position, and enhancing its capabilities in social media and influencer marketing. As part of her new remit, Nazir will continue to oversee global media, strategy, and research and insight, and will take on the additional responsibilities of marketing and PR, business development and global growth initiatives. 

Nazir joined We Are Social in 2014 and has been instrumental in building the agency’s global brand and developing its business strategy, leading global client strategy and innovating in areas such as its industry-leading cultural insights offering. She has been a key driver of We Are Social’s widely respected global thought leadership, including its annual Think Forward reports, as well as a speaker at Cannes Lions and regular media commentator. 

Concurrently, Emma Cumming has been promoted to chief of staff, and Silvia Mauri is now global head of people and culture. Cumming, the agency's former global culture director, has taken on the new role of chief of staff, overseeing key strategic initiatives, leadership effectiveness, and internal communications. Mauri, previously global people director, has stepped into the new role of global head of people and culture, leading global people strategy with a focus on employee satisfaction and engagement. 

Nazir, Cumming and Mauri all sit on We Are Social’s Executive Management Board and report to the agency’s global group chief executive Toby Southgate, who was appointed earlier this year. 

We Are Social has a team of 1200 people spanning four continents and works with many of the world’s biggest and most forward-thinking brands, including adidas, Samsung, Amazon Music and Activision. 

Nazir commented:

"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.” 

 

Southgate added:

“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.”