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INMA 30 Under 30: Shirine Bauer of Aftonbladet

By Dawn McMullan


Dallas, Texas, United States


On September 30, INMA awarded 30 young professionals around the world with its second class of “30 Under 30” award as part of its Young Professionals Initiative. This is the first in a series of 30 features about these impressive rising media stars who are shaping our industry. 

During her last semester at the Copenhagen Business School, Shirine Bauer became deeply involved in a project about the transformation in media from linear TV to online video. A few post-college jobs later, she “saw an opportunity to shape the future of Aftonbladet.”

Shirine Bauer is digital business developer at Aftonbladet in Sweden.
Shirine Bauer is digital business developer at Aftonbladet in Sweden.

In 2020, Bauer joined Aftonbladet as the digital business developer, becoming the commercial lead for online video and podcasts. She was chosen to be a member of the Schibsted Future Advisory Board and completed a Schibsted-funded digital course in disruptive strategy at the Harvard Business School.

Recently, Bauer had the idea to create a recurring digital book club during the pandemic. Its debut broadcast brought in more than 100,000 video streams and a revenue-generating collaboration with one of Sweden’s leading audiobook companies.

“One of my strengths is that I always question the status quo. The media industry is rapidly changing with new consumer behaviours as well as companies and products/services entering the field. I believe my interest in understanding these trends is of great value.”

About Dawn McMullan

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