LONDON, UNITED KINGDOM – Social-first creative agency We Are Social is dialing up its global ambition, announcing a trio of promotions that reflect its drive to push boundaries and deepen its impact in a rapidly evolving digital landscape.
At the helm of this leadership is Mobbie Nazir stepping into the newly created role of Chief Strategy and Growth Officer. A cornerstone of the agency since 2014, Nazir has long been the strategic brain behind We Are Social’s global vision. Now, her remit expands to encompass not just strategy, but the engine of business growth itself.
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.
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.”
