Safia Shah leads Hoopoe Books as president, continuing the work of her father, Idries Shah, and founding the UK non-profit Kashfi's Children. Her background spans work with Afghan refugees in Pakistan, journalism at Associated Press Television, and consulting for the Idries Shah Foundation. She brings this experience to her mission of bringing illustrated teaching stories to disadvantaged children and championing social-emotional learning worldwide.

Sally Mallam founded the Hoopoe Books publishing program. Raised in London with childhood holidays spent in Tanzania, she went on to work in both London and Nigeria before relocating to the United States. That international upbringing shaped the cross-cultural spirit behind Hoopoe's storytelling mission.

Jonathan Russell leads design for the Hoopoe Books series. An artist in public art and cofounder of Ride Art Studio, he has taught at San Francisco's Academy of Art for over 20 years. Through his work with Hoopoe, he has shaped the series' layout and mastered the craft of publishing along the way.

Archie O'Shaughnessy coordinates Hoopoe's Latin American projects. He grew up on stories from Central Asia and the Middle East and holds a degree in Marine Biology. His commitment to the environment and his work with Kashfi's Children have taken him across Latin America to research education initiatives for children in need.

Henri Allen coordinates fundraising for Hoopoe. Originally trained as a photographer, she retrained in public health and built over 20 years of experience across 13 countries, focusing on neglected tropical diseases and malaria control. She brings this expertise in programme management, communications, and strategic problem-solving to Hoopoe's fundraising efforts.

Jonathan Scott serves as Associate Designer for Hoopoe. An American-born designer, author, and painter, he has worked with Hoopoe Books and its affiliated organisations for decades. He takes particular pleasure in bringing the series' stories and illustrations to readers around the world.

Canja Cable has served as administrative coordinator alongside Safia and the Hoopoe team since March 2023. Originally from South Africa, she spent over 16 years living in the UK before returning home, an experience that fuels her love of travel and appreciation for cultural diversity. As a dedicated personal assistant, she thrives on organisation and creating smooth, well-run environments.