Safi joined CW+ as Director of Communications and Marketing in August 2022 and, since July 2026, has also led the charity’s fundraising function. She leads these teams with the aim of increasing awareness, engagement and philanthropic support for the charity’s work among a wide and growing range of audiences, stakeholders and supporters.

Safi has a background in the performing and visual arts and spent many years producing and directing documentaries and corporate films, before moving into a communications role in a criminal and social justice charity. Prior to CW+, Safi was Director of Communications and Marketing at the Royal Academy of Music for five years, where she helped to develop and implement the Academy’s bicentenary celebrations and a major fundraising campaign.