Drawing on experience rooted in tech and events, EMEA’s Sr. Marketing Manager Helena Mubiru leads Soben part of Accenture’s EMEA marketing with a broad view of the industry and a clear focus on the bigger picture. Helena brings together insight, creativity and strategy to drive impactful marketing across the region. We spoke to Helena to learn more about her approach to marketing strategy and the way it shapes the business’ wider goals.
Tell us about your journey – where did it all begin, and how did you get to where you are today?
I worked in a number of sectors before I got to Soben. After doing my Masters in Marketing, I began working at an events company and then I went to tech. Afterwards I landed at Soben. Those three previous jobs helped me realise what I valued the most in a marketing position, which is the role, the team and the progression.
What I liked about Soben is that they had a people-first culture, and I really warmed to Claire, our Marketing & BD Director, as a manager. Her managing style is very akin to my working style and the way I like to be managed, and I think that has a huge impact in terms of career and performance.
At the same time I felt drawn to the dynamic nature of the position. I could tell that every year would look different and boy, has it!
What’s a project that stands out to you the most in your career?
Our 2025 Energy & Infrastructure Report, definitely! It was the first time I led a complete, in-depth market assessment from end to end.
We do a lot of great work in the data centre space, but I wanted to keep paying attention to the energy and infrastructure sector in the UK, because it is a sector that has faced many challenges in the past years and I don’t think it’s had a lot of light shone on it.
In recent years the UK government has decided on the future of important projects that have gone or not gone ahead – many of them including those people were relying on, such as HS2 phase 2, and these decisions have an impact on us as a society too. It is an important industry which also plays a role in achieving Net-Zero, a goal shared by both the government and companies to reduce carbon emissions by 2050, and reports like this help give the industry the relevant knowledge needed to help get to that stage and find ways to overcome the challenges we’re facing.
From your perspective, what trends are reshaping the construction and data center sectors today?
There are some trends worth looking at in 2026, but one that I find the most interesting is faster permitting. In recent years we’ve seen data centres become nationally important infrastructure, so now permitting speed is becoming a competitive differentiator as governments race to attract nationally strategic data centre investment.
Can you share a moment where teamwork or cross-regional collaboration directly influences the success of a campaign or initiative?
I’d say working on our 2026 Data Centre Trends Report. We’ve been doing that for a number of years now, it works really well for us and it has got us a lot of recognition. We’re a trusted organisation and that is thanks to the quality of our work.
In order to get an extensive piece of content such as this report out, we require the participation of our data centre experts, leaders, and the marketing team as a whole. We have to trust each other given that we’re a team of people working from different places and timezones such as Mexico, Spain, or the UK. Each of our roles help elevate the quality and reach of our work, but doing it together, having all eyes on proofreading for example, makes all the difference.
The campaign has only just been released so results are pending, but I think it’s going to be our best one yet.
What motivates you most about your role and the impact your work creates for the business?
My biggest motivation is knowing that the work I do makes a difference. All the small things, whether that be a blog, whether that be an event, whether that be a partnership, a report or a white paper, are cogs which help move the company forward. Some of these results are not immediate. Yes there are instant results in terms of how many people have read a report, how many people have gone on the website, etc. but it’s all about building small habits and small actions which contribute towards this bigger picture we have as an organisation.
What would you be doing if you weren’t working in Marketing and the construction industry?
Honestly, a pop star (without the fame)! I loved performing as a kid, and growing up in a big family meant that every Christmas, Easter and birthday would filled with me and my cousins performing to our parents (or maybe just annoying them), but it still goes on now. All jokes aside, the realistic goal would be maybe something in sports, like a sports manager or something within that sector.
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