After years of leading global campaigns from the agency side, I’m excited to step into a new chapter as Head of Global Social Media and Community Engagement at HMD Global. This transition represents more than just a career shift—it’s a strategic move to drive impact at scale, working directly with an iconic brand that continues to innovate and challenge industry norms.

Taking on a leadership role in-house means not only driving creative and strategic direction but also fostering deeper connections between the brand and its global community. In this role, I oversee the evolution of HMD’s digital presence across key markets—including Europe, Asia, the Americas, and Africa—ensuring that our global strategy resonates locally while maintaining a unified, powerful message.

HMD Global: A Brand Rooted in Innovation and Purpose

For many, Nokia phones are synonymous with nostalgia—a reminder of an era when durability, simplicity, and long-lasting design defined mobile technology. But today, HMD Global is redefining what a modern mobile brand can be. Beyond creating high-quality smartphones, HMD champions sustainability, innovation, and digital well-being—values that align deeply with the evolving expectations of today’s consumers.

What drew me to this role was the opportunity to craft a narrative that extends beyond product features. HMD is leading an industry shift towards mindful technology use, and our social media strategy reflects this vision. Devices like the Nokia 2660 Flip, which has gained traction among younger audiences as a tool for digital detox, showcase our commitment to promoting balance in an increasingly hyperconnected world.

Leading a Global Social and Community Strategy

As Head of Global Social Media and Community Engagement, my role extends beyond content and campaigns—it’s about shaping conversations that matter. At HMD, we’re not just creating marketing moments; we’re building a global community that engages with the brand in meaningful ways.

This means:

• Elevating digital storytelling—moving beyond traditional social strategies to create immersive, experience-driven content that resonates across platforms.
• Strengthening brand advocacy—empowering creators, superfans, and tech communities to share their stories and experiences authentically.
• Integrating innovation and sustainability—ensuring that our campaigns highlight HMD’s mission to provide technology that enhances, rather than consumes, everyday life.

A key part of this journey is collaborating with top creative agencies, refining paid media strategies, and working closely with regional markets to drive engagement at scale. With a highly collaborative, insight-driven approach, we are setting the stage for campaigns that go beyond engagement metrics to create real impact.

Vision for the Future

One of the most exciting aspects of this role is working alongside (My boss) Lars Silberbauer, HMD’s Chief Marketing Officer, whose leadership continues to push boundaries in the industry.

Looking ahead, we have some bold initiatives in the pipeline—projects that will not only strengthen our position as a leader in sustainable technology but also transform the way people interact with digital content. From community-first activations to immersive digital experiences, HMD is on a trajectory of innovation, and I’m excited to be at the forefront of this transformation.

A New Era for Social Media and Community Building

This role is more than just a professional milestone—it’s an opportunity to shape the future of brand engagement on a global scale. Every campaign, partnership, and strategic decision is a step toward building a stronger, more connected, and purpose-driven brand.

So here’s to bold ideas, a fresh perspective, and a community-driven future. The journey is just beginning, and I can’t wait to see where it leads.

Stay tuned—big things are coming.