My Story
How a vacation turned into the start of a new life.
It’s an early summer day in June 1987. We’ve just arrived at Arlanda Airport in Stockholm, Sweden. I still remember the smell—fresh, clean, pine wood. It was unlike anything I’d experienced in Tehran, the city we’d left just a few days earlier. My parents told us we were going on vacation. We’d stay a few weeks, then head home.
I was born in Babol, Iran, in 1977—the middle child, with an older sister and a younger brother. In 1987, my parents made the difficult decision to leave Iran due to the ongoing war with Iraq, hoping to build a safer life for us in Sweden.
What was meant to be a few weeks’ vacation turned into something entirely different. A few weeks passed, and shortly after my 10th birthday, my parents returned to Iran with my younger brother. My sister and I remained in Stockholm. That was the moment I understood this wasn’t a vacation.
“We were not tourists—we were asylum seekers”
The next 18 months were a battle to obtain residency. Sweden initially denied our request. But thanks to the support of classmates and their parents, teachers, local community members—many of whom signed petitions and letters on our behalf—we were eventually granted residency. Our parents were able to return to Sweden 2.5 years later, and we were reunited as a family.
Those 2.5 years were challenging. I began school in August 1987 without knowing a word of Swedish, without knowing a single person, and without my parents around. I stood out in every way—my lack of ability to speak the language, my appearance, my clothes. At just 139 cm tall and weighing 37 kilos, I was an easy target. Being chased and bullied by older kids became a daily routine.
”I’ve often reflected on that period and realized that despite the hardship, it taught me something crucial: to be resilient and resourceful. I had to be.
Growing up
My Youth
During my teenage years, I found sports—first swimming, then martial arts, eventually competing in both. Sport became an anchor in my life, and it still is. I later competed in triathlons, Ironman races, and in cycling—both on- and off-road. Today, staying active remains a part of my daily regimen—not just for physical health, but for mental health as well. As I entered adulthood, I joined Ericsson shortly after finishing my bachelor’s degree—a decision that profoundly shaped my professional and personal journey.
A Journey
Ericsson gave me the opportunity to grow, to learn, and most importantly, to see the world. Growing up, we didn’t have much, and travel was out of reach. I’ll never forget my first business trip to Rome—and just weeks later, to Madrid. Over the years, Ericsson took me to more than 50 countries—from Korea in the east to the Cape of Good Hope in South Africa, from Argentina to North America, and everywhere in between. I’ve had the privilege of living and working in different cultures, meeting incredible people, learning from them, and building lasting friendships.
“I’ve witnessed the power you unlock when you trust, encourage, and support people to fulfill their potential. The trust placed in me—especially in my early days—had a lasting impact. But I’ve also seen what happens when we lose focus on our people: frustration grows, and motivation fades. Seeing potential in people, supporting them to learn and grow, and treating others with respect and kindness is very important to me.”
FAMILY
The most transformative experience of my life?
Becoming a parent. No matter how much I thought | had prepared parenthood changed everything. It's deeper, more intense, more beautiful than I could've imagined. It gave me a greater sense of purpose-and a clearer understanding of what truly matters.
How my life journey shapes
my leadership
This journey didn’t just shape me personally—it continues to shape how I lead and engage. It’s also the foundation for a set of values and leadership principles I actively hold myself accountable to.
I lead with clarity and purpose, because I know what it feels like to be in the dark.
I push for greatness, because I believe in what people can accomplish together.
I focus on inclusion and integrity, because I’ve seen how quickly people can be left behind.
I invest in people because I believe in their potential—and I’ve experienced what great support can unlock.
Movement and Discipline—Sport Keeps Me Grounded
Staying active—be it running, biking, or wakeboarding—has always been more than just sport to me. They’re how I stay grounded, focused, and energized. Whether it’s the steady rhythm of a long run, the challenge of a bike ride, or the rush of catching wind on the water, being active helps me stay balanced, both physically and mentally.
Building High-Performing
Culture and Teams
This journey didn’t just shape me personally—it continues to shape how I lead and engage. It’s also the foundation for a set of values and leadership principles I actively hold myself accountable to.
Inspire and Energize
Strong emphasis on creating a culture of bold ambitions, goal clarity, focused execution, and shared accountability across teams.
Push for Greatness
Consistently challenge teams to deliver excellence while developing leaders and high-performing teams that thrive in execution and accountability.
Support and Develop
Recognising uniqueness in individuals, continuously invest for growth to maximise potential.
Lead with Transparency and Integrity
Core value of open, honest leadership that forges resilient teams, builds lasting trust, and aligns diverse stakeholders to drive meaningful, unified, and sustainable action.
Set clear goals and measure what matters
Link marketing activities to business outcomes with clear, measurable targets that demonstrate impact, ROI, and support strategic decision-making.