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.”