# Spotify Hands Europe to Its Latin America Chief

> Mia Nygren now runs growth across two continents, betting the Latin America playbook works in Europe too.
- Title: Spotify Hands Europe to Its Latin America Chief · Billboard
- Summary: Mia Nygren now runs growth across two continents, betting the Latin America playbook works in Europe too. Streaming growth is won country by country, and the…
- Keywords: spotify, streaming, latin america, music business, executive moves, Hands, Europe, Latin, America, Chief, Billboard
- Source: Billboard — https://billboard.com/pro/spotify-mia-nygren-vp-latin-america-europe
- Author: Ariel King
- Published: 2026-09-11T17:30:48+00:00
- Read time: 1 min
- Topics: spotify, streaming, latin america, music business, executive moves
## A new two-region job
Spotify has named Mia Nygren vp of Latin America and Europe. She announced the move herself on LinkedIn.
## From LATAM to both
As managing director for LATAM she owned users, subscriptions and revenue. The new remit puts growth and business for Europe on her desk as well.
## A career that maps the job
Nygren left Sweden at 18, spent nearly two decades across Europe, then built her Spotify career in Latin America.

> This role feels like my whole journey clicking into place.
## Won market by market
Her argument is that neither region falls to a single strategy. You earn each country locally, then build up from there.

> The playbook we've developed in Latin America translates directly to Europe.
## Latin America is not a trend
The region already makes up 21% of Spotify's global subscribers. Nygren frames that as a permanent shift in where music power sits.

> What's happened here isn't a trend, it's a shift.
## Fourteen years in
She joined Spotify in Stockholm in 2011 as a business development director, moved to Rio in 2013 for strategic partnerships, and became general manager of Latin America in 2015.

> Nobody understands a market like the people in it.
## Key takeaway

Streaming growth is won country by country, and the people who already live in a market beat anyone flown in to run it.