As General Manager of Plain English Foundation (PEF) and Effective Negotiation Services (ENS), Yusuf leads the strategic direction and growth of Lumify Group’s specialised soft skills brands. With a strong focus on strategy, innovation and customer experience, he ensures that individuals and organisations benefit from high-quality training and consulting in plain language communication, negotiation and professional development.
Bringing over two decades of experience in leadership, strategy, and brand development across finance, education, and technology sectors, Yusuf is dedicated to expanding the impact of PEF and ENS. He champions effective communication and negotiation, empowering businesses and government organisations to engage with stakeholders in getting positive outcomes.
Before stepping into his GM role, Yusuf served as Head of Marketing for Lumify Group, where he played a key role in strengthening brand presence and driving customer engagement. Now, as he leads PEF and ENS, he continues to focus on innovation, growth, and delivering meaningful customer experiences that drive real-world impact.