Eb Yusuf
GM - Strategy, Culture + Insights, Yango
Strategist. Brand Storyteller. Makeup Artist. Girl Mum.
I'm a strategist by trade, but a culture obsessed fan-girl at heart. From launching major film franchises to leading strategy in the independent agency world, I believe in the importance of bringing real-world experience and personal perspective to the work I do.
Outside the boardroom, I’m a pro makeup artist using makeup is an art form used to build identity and express oneself (rather than a tool to conform to boring beauty standards!)
Above all, I am a girl mum. My primary mission is raising a daughter who is not use her voice and be unapologetically herself
Career & Background
What inspired you to do what you are doing now?
I am fascinated by the what and the why of culture and trends. I love to take a look under the hood and see what makes us tick as humans. I think at the heart of it, we all crave connection – I love to find new, exciting ways to reinvent these connections.
Could you tell us a bit about your professional background and where you are headed in your career right now?
I’ve worked both client and agency side, starting my career in media planning and buying. I worked across major brands such as Johnson & Johnson, The Estée Lauder Group, Bupa and more. I gravitated towards out of the box thinking, eventually led me to the branded content space, and then to strategy. In turn this led to a career in filmed entertainment, where I spent a decade working with Roadshow films (on the agency side) and then 20th Century Fox (on the client side). In 2020, I joined Independent media agency, Yango, initially as Head of Strategy, and later, General Manager, where I support a team of diverse, emerging talent to bring their real selves to work and think outside the box.
Your favourite food for thought
Books
- Rouge – Mona Awad
- The Vegetarian – Han Kang
- Flawless – Elise Hu
Podcasts / Thought Leaders
- The Big Picture – The Ringer
- The Treatment – KCRW
- Team Deakins – Roger & James Deakins
What drives and inspires you
What are your core values?
- Authenticity
- Compassion
- Courage
- Creativity
- Diversity
- Family
- Integrity
- Kindness
- Optimism
- Risk-taking
- Self-respect
- Trust
- Vision
- Vulnerability
- Wellbeing
Who is your biggest inspiration and why?
My daughter. It’s so exciting to see a world full of possibilities through her eyes. I also want to create future where she feels included, represented and inspired
You as a Mentor
What are the top skills or qualities you bring to mentoring?
- Compassionate
- Sees potential in others
- Nurturing
- Open-minded
- Supportive
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.