Riding the winds
of change in CRM solutions

Laith, the founder and Group CEO of Sirocco Group for over 15 years, leads with a passion for CRM and strategic alignment. His extensive experience, paired with a broad educational background within finance and IT, ensures seamless execution across global markets. A proactive communicator and results-driven leader, Laith thrives in dynamic environments, delivering tangible outcomes while maintaining a global perspective. 

Throughout his career, Mats has managed and developed businesses and organisations based on the inspiration and challenge you find in customer and market development, in the process of realising winning value propositions, business and operational models as well as in the creative energy that characterises customer-driven sales and delivery organisations

Niklas is a strategic advisor and senior manager guiding businesses and decision-makers on how to apply technology to improve and transform their business. He is responsible for the wider MENA region for Sirocco, and also the Design & Technical Lead in all Middle East projects. He relocated from Sweden to Dubai in April 2008. 

Mia brings extensive experience in financial management and leadership to her role as CFO at Sirocco. Her background includes serving as Redovisningschef at Cartina, where she excelled in financial reporting and strategic planning. Mia’s expertise in digital transformation and IT management has been instrumental in creating competitive, sustainable, and profitable solutions for clients.
Her career is marked by a strong focus on operational efficiency and team collaboration, ensuring that financial goals align with broader business objectives. Mia’s ability to navigate complex financial landscapes and her commitment to continuous improvement make her a valuable asset to the Sirocco leadership team.

Lilian is the Chief People Officer at Sirocco, where she drives initiatives that foster a dynamic and inclusive workplace culture. With her broad experience in HR and a Bachelor’s and Master’s degree in Business Administration/International Business, she brings invaluable insights to the role. Fluent in both English and Spanish, Lilian enhances communication and collaboration across diverse teams. Passionate about talent development and employee engagement, she aims to create an environment where every team member can thrive and contribute to our shared success.

Martin is an internationally experienced, well-connected, seasoned leader specializing in MarTech, CRM, Social Media, Marketing Communications, and B2B Digital Marketing Strategy. A German native who, before moving to Sweden worked 8.5 years with eBay Inc. in Ireland and the US. He is an active member of the international Trailblazer Community and worked 2.5 years for Salesforce. 

Elizabeth has a diverse background in business support, leadership, and service, forming a strong foundation for her role as Executive CEO Assistant and Office Manager at Sirocco. Her experience includes consulting with Atea Sverige AB and Vårdbemanning Sverige AB, where she developed a proactive and analytical approach, streamlined internal processes, and supported management efficiently.
As a Consultant Manager at Vårdbemanning Sverige, Elizabeth coordinated resources, fostered relationships, and managed strategic personnel planning. Her role as an Operations Leader at Max enhanced her ability to handle operational challenges and lead teams. Additionally, her service industry experience with Stureplansgruppen cultivated a flexible, customer-focused approach, valuable in her current position. 

Andrea, the CEO of Florence Next (a Sirocco Group Company), boasts over a decade of experience in the integration field. He leads a team of experts, driving the strategic vision and business development of Sirocco’s API & Data Integration offerings. His dynamic leadership has delivered successful projects across diverse industries and forged enduring partnerships with leading software vendors.