Meet Mia Norrman: Leadership beyond borders

23 January 2025

Meet Mia Norrman, to whom leadership is not confined to a single discipline or a well-trodden path. As SCC UK Board Member and Global Chief of Staff at Patron EF Education First, Mia has shaped her leadership style around adaptability, authenticity, and connecting people across cultures. We had the pleasure of chatting with Mia, as she shared some of the key lessons she’s learned from leading at the world’s biggest private education powerhouse, as well as her top tips for staying positive when the UK winter gets a little too grey.

"I grew up in Stockholm, Sweden,” Mia begins as she reflects on her professional journey. “After graduating from Stockholm School of Economics, I started my career as a Management Consultant with McKinsey & Company in London.” Mia’s career soon took her to Asia, where she worked in retail, and later pursued her entrepreneurial ambitions by founding a beauty product company. “Eventually, I returned to Europe and joined EF Education First, where I’ve been for over 10 years. Time flies.”

EF Education First, the world’s largest private education company, operates in over 100 countries and employs over 50,000 people. Beyond its impressive scale, EF is defined by its mission of ‘opening the world through education.’ Mia explains: “We believe the world gets better when we all make an effort to understand each other a little bit more.”

This ethos forms the foundation of EF’s company culture, where diversity, entrepreneurial spirit, and personal growth are celebrated. “We have team members representing over 100 nationalities, and we love working together with people we genuinely like,” she shares. “When you enjoy the people you spend your day with, work becomes something to look forward to.”

Leadership spanning across two worlds 
Mia’s role at EF blends the traditional with the unconventional. As Global Chief of Staff, she oversees human resources, focusing on recruitment, and employee development. Simultaneously, she leads EF Pro Cycling, the company’s professional cycling teams, which compete at the sport’s highest level. EF owns three teams; one men’s, one women’s, and one development team.

“I knew very little about the world of professional cycling when I took on this role,” Mia admits candidly. “It’s been, and still is, a steep learning curve. But it has made me focus on leveraging what I think I’m reasonably good at — identifying and empowering strong individuals to step up and then get the entire group to work very hard towards a shared vision with clear goals.” Her approach to leadership is refreshingly transparent. “I try very hard to be an authentic leader—to be open about what I am good and not so good at, and surround myself with clever people who feel empowered to take real ownership.”

For Mia, EF’s cycling teams tie directly into the company’s broader mission. “Cycling encourages people to explore the world while bringing people closer together — just as we strive to do at EF,” she explains.

EF’s game-winning strategy: its people
When asked about the key to managing a global organisation, Mia doesn’t hesitate. “EF’s secret sauce is definitely our people. We have a very strong company culture, and I think that is a critical component of our success.” 

Hiring the right talent is a cornerstone of EF’s approach. “The most important job of our managers is deciding who to hire, and it’s also one of the most challenging,” Mia shares. “We even have a global training programme called ‘License to Hire,’ which focuses on this crucial skill.” 

Still, EF’s culture isn’t for everyone. “Sometimes people think they want an entrepreneurial culture because it ‘sounds good.’ But when it comes down to it, not everyone does. It’s often hard. Not everyone thrives in an ambiguous and ever-changing world.”

Lessons in leadership: thinking outside the box 
Mia’s entrepreneurial background has shaped her leadership philosophy, which she describes as always “thinking outside the box.” This aligns closely with the themes explored at the recent Outer Thinking leadership conference hosted by the SCC UK, where leaders were encouraged to challenge conventional approaches.

Reflecting on what “thinking outside the box” means to her, Mia shares, “Personally, I don’t handle the word ‘no’ very well. I much prefer ‘yes, but…’ or ‘yes, but maybe a little differently.’” She elaborates: “Fostering a culture of saying ‘yes’ doesn’t mean ignoring differing opinions or losing focus. It’s about creating an environment where people work to make things happen and embrace a positive, ‘can-do’ mindset.”

As a Board Member of the SCC UK since 2022, Mia has seen the value of networks in fostering collaboration and knowledge exchange. “In an increasingly uncertain world, it’s even more important that businesses can come together to learn from each other,” she says.

Connecting across generations
With Gen Z entering the workforce, Mia sees opportunities for leaders to adapt and grow. “EF naturally aligns with so much of what Gen Z values,” she notes. “We’re diverse, purpose-driven, and dedicated to creating a world with more empathy.”

Leading this generation, however, requires authenticity. “This generation is quick to spot when a corporate culture doesn’t match their real-life experiences. To earn their trust, we need to be open — about our challenges, decisions, and motivations. This honesty fosters trust and makes leadership more relatable.”

Mia also believes in being transparent about career development. “I firmly believe that over the span of a career, you can have it all. But in any given year, you will have to make some tough choices. Being clear about these trade-offs helps everyone plan forward and grow with intention.”

Lessons for the future
As EF approaches its 60th anniversary, Mia reflects on the lessons that have shaped its journey. “The larger the business, the harder it is to remain nimble and retain an entrepreneurial spirit. But much thanks to our decentralised organisation, EF has managed to retain that spirit despite growing in size.”

Mia is optimistic about the future of education and travel, sectors she believes are more meaningful than ever. “The core mission of EF — opening the world through education—has never felt more relevant.”

Through her diverse roles, from leading global teams to managing a professional cycling team, Mia Norrman exemplifies a leadership style rooted in empathy, authenticity, and collaboration. As she continues to bridge cultures and inspire others, her journey shows no signs of slowing down.

5 quick questions with Mia

Is there a particular country or culture that has left a lasting impression on you, and why?
I've lived and worked in five different countries and have loved them all. Each was an important part of where I was at that time in my life. I am not sure that I could re-create what was special if I go back to any of them now. I would rather look forward.

What’s your go-to hobby or activity that helps you recharge?
I have played football since I was a little girl, and still love it. Although I am increasingly bad at it and my two boys (who are now 12 and 14) have no trouble beating me these days, to their great delight. I also have a wonderful group of friends — we love getting together over a glass of wine, on the football pitch, or for a bike ride (always with a good coffee break).

What’s a fun fact or a memorable moment from your time at EF that always makes you smile?
At EF, we do fancy dress better than any other company. Going through hundreds of photographs with all of us in different costumes always makes me smile!

What’s one thing you’ve always wanted to try or learn but haven’t had the chance to yet?
Oh, so many things! I do speak French but I am still not fluent so I would love to improve.

The UK winter weather can be tough on motivation – do you have any go-to strategies for staying productive or keeping a positive mindset when it’s cold and dreary outside?
My husband always says that I was dipped in a vat of positivity as a child. So, for that reason, I am pretty good at staying in a positive frame of mind. If all else fails, a good glass of wine with friends or family in the evening always helps!