Lucy Shelley
Mar 21, 2025

We Are Social promotes Mobbie Nazir to global chief strategy and growth officer

Mobbie Nazir has been at the social agency for 11 years.

We Are Social promotes Mobbie Nazir to global chief strategy and growth officer

We Are Social has promoted Mobbie Nazir to the newly created global chief strategy and growth officer role. 

Nazir was previously global chief strategy officer, a role she held for three years. 

In her new role, she will drive We Are Social’s global business growth while continuing to oversee global media, strategy, research, and insight. She will also take on the additional responsibilities of marketing and PR, business development, and global growth initiatives. 

Nazir will continue to report to Toby Southgate, the agency’s global group chief executive, who was appointed last month.

Her reports will now include Paul Greenwood, the global head of research and insight; Brittany Wickerson, the global head of media; Lauren Underwood, the global head of communications; and the global head of growth.

Southgate said: “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.”

Nazir was UK chief strategy officer before her global role at We Are Social. This role was taken up by Harvey Cossell in 2022.

Before joining the social agency in 2014, Nazir was head of digital strategy at JWT (now VML) and head of planning at MRM Worldwide.

Nazir said, “Social media is more crucial than ever for marketers” as an investment in social is accelerating. She added: “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.”

Alongside Nazir, Emma Cumming has been promoted to chief of staff, and Silvia Mauri is now global head of people and culture. Nazir, Cumming and Mauri all sit on We Are Social’s executive management board and report to Southgate.

Southgate said: "[Cumming and Mauri] 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.”

Source:
Campaign UK

Related Articles

Just Published

57 minutes ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 hour ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

2 hours ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

2 hours ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.