Yusuf has been an Executive Director of Karimjee Group since 2013 and was appointed as Chairman of KJL Tanzania and KJ Foundation in 2019.

Yusuf has been the Head of Marketing for the Group since 2005, overseeing its expanding and dynamic brand portfolio, in addition to managing key business ventures. He has over 20 years’ experience developing marketing communications strategies for major global and local brands in London and emerging East African markets and has worked in different sectors including automotive, FMCG, media, retail and beverages. After graduating with a BA Honours degree in Business and Marketing from Greenwich University, Yusuf gathered a decade’s worth of experience as a Senior Strategic Planner at some of the UK’s largest and most creatively awarded advertising agencies including Abbott Mead Vickers BBDO and Saatchi & Saatchi. In 2005, Yusuf joined the family Group in Tanzania. Yusuf also co-founded the Group’s first Private Equity Fund to invest in emerging African technology startups and is a Trustee on the family’s charitable foundation.