Mobbie Nazir has spent more than three decades helping organisations anticipate change and navigate transformation. From publishing foresight reports in the early internet era to spearheading global strategy at one of the world’s most influential social-first agencies, her career has been defined by agility, curiosity and an ability to see around corners.
As Chief Strategy & Growth Officer at We Are Social, Nazir leads global strategy, media, research, insights and business development, a role that places her at the intersection of culture and commercial growth. Here, she shares what drives her, who inspires her and the leadership lessons she lives by.
What defines your way of doing business?
I thrive on change and adaptation. I started my career back in 1993 at a research consultancy, helping large enterprises plan for emerging shifts in business and technology. At that time, the internet was in its dial-up era, broadband hadn’t even arrived, yet we were already publishing reports on how the web would transform the way companies operate.
That early experience taught me to anticipate what’s next, and I’ve ridden every wave of digital transformation since. Today, I bring that same forward-thinking mindset to my role at We Are Social. I’m responsible for driving global business growth while overseeing strategy, media, research, insights and business development across our network.
Working with talented teams around the world means I get to translate cultural insight into real business impact every day. No two days are ever the same — the work constantly evolves, and that keeps me engaged, curious and energised.
Ultimately, what defines my way of working is agility. I stay ahead of cultural and technological change, embrace new ideas quickly and build teams that see innovation as an opportunity, not an obstacle.
Who do you admire most in business, and why?
I’m a big fan of Rihanna – not just as a cultural icon, but as a business leader. As founder and CEO of Fenty Beauty and Savage x Fenty, she redefined entire industries.
When Fenty Beauty launched with 40 foundation shades, a move that was groundbreaking at the time, she filled a real gap in the market. That ripple effect, often referred to as the ‘Fenty Effect’, pushed other global beauty brands to expand their shade ranges and fundamentally rethink inclusivity.
What I admire most is how she merges pop culture, social media and inclusivity to create brand movements, not just products. As she has said: “I’m not here to play it safe. I’m here to change the rules.” That fearlessness has built billion-dollar businesses by seeing who was being left out and putting them at the centre. She’s a powerful example of visionary leadership that leaves a lasting mark.
What advice would you give to someone starting out?
Don’t be afraid to ask for help.
Early in my career, I mistakenly saw asking questions as a weakness. I tried to pretend I had all the answers – and that only added unnecessary pressure. Now I know that asking for help shows strength, curiosity and confidence.
No one has all the answers. Asking for help opens you up to perspectives and insights you simply can’t access on your own. The smartest people I know are those who surround themselves with thinkers who challenge and complement their own ideas.
So build that network early and use it often. Be willing to show vulnerability – it’s not a weakness. People connect with authenticity, not perfection. And the more honest you are about not knowing everything, the more you’ll learn and grow.
