Reporting to the Board, the Director General is responsible for the day-to-day management of the GSMA. The Director General is supported by a leadership team with responsibility for specific aspects of the Association’s work.
Director General, GSMA
Mats Granryd is Director General of the GSMA and a Member of its Board. In this role, he leads the GSMA in supporting its global membership through a range of industry programmes, advocacy initiatives and industry-convening events.
Mats is a strong proponent of sustainability and led the mobile industry in becoming the first sector to broadly commit to the United Nations Sustainable Development Goals (SDGs) in 2016. He is now spearheading initiatives to amplify and accelerate the mobile industry’s impact on all 17 of the SDGs, across both developed and developing markets.
Mats serves on the Broadband Commission for Sustainable Development, which is focused on leveraging ICT and broadband-based technologies for sustainable development. Within the Commission, he chairs the Working Group on Digital Gender Divide to address the digital gender divide and foster the equal inclusion of women and girls in broadband access and use. Mats is a leader with The B Team, a not-for-profit initiative formed by a global group of business leaders to catalyse a better way of doing business, for the wellbeing of people and the planet. From 2016 to 2018, Mats was also a Commissioner on the Business & Sustainable Development Commission, working with CEOs across many industries to make a powerful business case for achieving a sustainable, inclusive economy.
Mats brings to the GSMA a wealth of experience and a proven track record of success in the highly dynamic mobile industry. Prior to joining the GSMA in 2016, Mats was President and CEO of Tele2, one of Europe’s fastest-growing telecom operators with more than 16 million customers across nine countries.
Previously, he spent 15 years in a variety of roles at Ericsson, most recently as Head of Northern Europe and Central Asia. While at Ericsson, he also led the North West Europe, India, CDMA and North Africa units, as well as the global customer accounts for Vodafone and Bharti.
Mats holds a M.Sc. from the Royal Institute of Technology in Stockholm.
Chief Financial Officer, GSMA
Louise Easterbrook is Chief Financial Officer of the GSMA. In this role, Louise is responsible for overseeing the business and financial performance of the GSMA, leading the company’s corporate services functions, including finance, legal, HR, IT and facilities.
Before joining the GSMA in September 2014, Louise was Regional Financial Controller, Africa for Vodafone Group. Louise joined Vodafone as Investor Relations Executive, acting as the liaison between Vodafone and the financial community.
From 1996 to 2006, Louise held a series of positions at Cable & Wireless plc., including Group Director of Investor Relations, Director Corporate Finance and Head of Group Planning, Reporting and Analysis.
Louise is a qualified Chartered Accountant and holds a Bachelor of Commerce (Honours) degree from the University of Birmingham.
Chief Regulatory Officer, GSMA
As Chief Regulatory Officer for the GSMA, John Giusti is responsible for leading the organisation’s public policy and industry advocacy agenda with governments, regulators and international institutions, as well as overseeing the work of the GSMA Mobile for Development Foundation and engaging with key development organisations worldwide.
Prior to joining the GSMA in 2011, John spent 17 years at the US Federal Communications Commission (FCC), working in a variety of capacities. Most recently, he served as chief of staff and senior policy advisor to Commissioner Michael Copps, where he provided legal, strategic and policy support to the Commissioner on all major agency actions, including the implementation of the National Broadband Plan.
He also previously ran the FCC’s International Bureau, where he managed the agency’s relationships with its foreign counterparts and served as its chief negotiator at meetings of the International Telecommunication Union, the Inter-American Telecommunications Commission and other multilateral organisations.
John was educated in the United States, earning a Juris Doctorate from Boston University School of Law and a Bachelor of Science in Telecommunications from the University of Florida. He has been a member of the Massachusetts bar since 1994.
CEO and Director, GSMA Ltd.
John Hoffman is CEO and Director for GSMA Ltd., a wholly-owned subsidiary of the GSMA. In this role, John oversees various lines of business, including the GSMA’s portfolio of award-winning trade shows and conferences, its online, print and broadcast media properties, industry research services and a range of network managed services. John brings more than 25 years’ experience to the GSMA.
Prior to his current role in GSMA Ltd., John was CEO and Director of fastmobile, Inc., a supplier of software-based network operator solutions. Before fastmobile, he was the President, CEO and Director of Roamware, Inc., a global provider of voice and data roaming solutions.
In addition, John has held executive-level positions at several mobile telecommunications companies including BellSouth, Pocket Communications and SONOFON. He has also served as an independent mobile industry consultant, leading projects with the GSMA, BellSouth, Palm and PCSOne, among others.
John is a member of the Future Trends Forum, Bankinter’s global think task focused on issues impacting Spanish society and businesses. He serves on the GSMA Ltd. Board of Directors as well as the Board of the Mobile World Capital Barcelona Foundation, and is the author of the “Wireless Evolution Insider” by the GSMA as well as “GPRS Demystified”, published by McGraw-Hill Professional.
John holds Bachelors and Masters degrees in Architecture from the University of Michigan, a Masters of Business degree from the University of Phoenix and is a licensed architect in the state of Colorado.
Chief Technology Officer, GSMA
Alex Sinclair is the Chief Technology Officer for the GSMA. He has held this position since 2005, having joined the organisation in 2003. In this role, Alex is responsible for driving the technology direction of the GSMA and working with its membership to execute key technology initiatives.
With more than 30 years’ experience in telecommunications in general and mobile in particular, Alex has worked for a number of companies in the UK, Germany and the US. In the early 1990s, he was part of the project team that launched the T-Mobile D1 network in Germany. In 1995, Alex helped Syniverse to launch their GSM clearinghouse business.
Prior to joining the GSMA, Alex was Director of Network Engineering at ICO, a global satellite venture. Alex holds a Bachelors Degree in Electrical and Electronic Engineering from the University of Bristol.
Chief Marketing Officer, GSMA
As Chief Marketing Officer (CMO) at the GSMA, Lara Dewar is responsible for driving the Association’s global marketing and communications strategy to support and enable business success for the GSMA and its members.
Lara is a global leader with over 20 years of knowledge in industries shaping our world. She is motivated by the trust bestowed upon marketing and communications professionals to tell compelling stories that spark the imagination. Since joining the GSMA in January 2020 as Global Head of Communications, Lara has successfully shaped the organisation’s communication strategy during a tumultuous time and comes to the seat with extensive CMO experience. From financial services and energy to charity and telecoms, Lara has applied her strategic and collaborative approach to leadership to drive transformation in its truest sense.
Before joining the GSMA, Lara worked at World Vision where she held positions including Chief Marketing & Development Officer and Partnership Leader. In this role, Lara was responsible for reputation management across a $2.5 billion-dollar enterprise operating in 100 countries with over 38,000 employees. She has also held executive positions at Crossroads Media Group, Jameson Bank, Direct Energy, and Thomas Cook Group. The breadth of Lara’s career means that she brings a holistic understanding of how businesses work and the function of marketing and communications in driving growth.
Lara holds a B.A. degree in English & Women’s Studies from the University of Western Ontario.