Sparro by Brainlabs appoints Eb Yusuf as General Manager – Strategy and Growth
Sparro by Brainlabs has today announced the appointment of Eb Yusuf to the newly created role of General Manager – Strategy and Growth.
Yusuf joins the agency at a pivotal time and new era, and will work alongside new CEO, Hannah Jones. In her new role, Yusuf will spearhead strategic output and grow Sparro’s core offering, seamlessly integrating its digital-first capabilities with the global data, tech, and automation resources unlocked by the 2024 Brainlabs acquisition of the agency.
Yusuf was previously with independent media agency Yango, where she served as General Manager – Strategy, Culture, and Insights. She brings 20 years of experience, including senior roles at major network agencies, including OMD and Carat, and a decade in theatrical marketing at Twentieth Century Fox and Roadshow Films, to her new role. Yusuf’s expertise combines a rare blend of client-side commercial acumen and sophisticated media agency leadership.
Yusuf’s career is defined by her ability to bridge the gap between performance data and cultural relevance. During her time at Yango, she pioneered the agency’s insights division and established an innovative, SEO-powered creator marketing arm from the ground up, redefining how brands leverage content creator partnerships safely and effectively within digital performance models.
Her strategic leadership has consistently delivered market-defining results. Yusuf led the strategies for highly acclaimed, award-winning campaigns, including the groundbreaking student accommodation work for Scape, which ripped up the traditional demand-generation playbook to heavily engage Gen Z. Crucially, she played an instrumental role in building the electric vehicle brand BYD from the ground up in Australia, with a strategy that normalised new-energy driving and successfully established the brand as a formidable player in the local automotive market
Yusuf’s appointment aligns perfectly with Sparro by Brainlab’s mission to expand into a dominant, full-funnel media and creative offering.
Hannah Jones, the newly appointed CEO of Sparro by Brainlabs and Jack Nimble welcomed Yusuf to the leadership team: “I could not be more thrilled to welcome Eb to the team. Her broad experience, proven results and collaborative approach make her the perfect person to further enhance our full‑service offering. We’re focused on strengthening what already makes Sparro exceptional – integrated media, creative and data, and a culture built on transparency – and Eb brings the capability and leadership to accelerate that.”
Says Yusuf: “I’m so excited to be joining Sparro. It’s an agency I’ve admired for many years, for being at the forefront of tech and innovation, and for their reputation of being a great place to work – especially for women, which is really important to me.
“My work has always lived at the intersection of media, data and creativity, and that’s precisely where Sparro thrives, backed by Jack Nimble’s creative firepower and Brainlabs’ global scale. That combination means we don’t just think differently for our clients – we build solutions to match. The possibilities ahead are limitless.”
Sparro by Brainlabs and Jack Nimble now manage more than $250 million in annual advertising spend, and a combined client roster that includes Spotify, NRMA, Sixt, Petbarn, Temple & Webster, Ralph Lauren, American Express, eBay, ASICS, Liquorland, AMP, and Destination NSW. The agency group represents a collective of more than 130 people.
Yusuf’s appointment is effective immediately.
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