Carl Jordan, Head of Sales, Sub-Saharan Africa, has been instrumental in leading growth across the African continent. In just under a year, Carl and his team have expanded operations from South Africa to Nigeria and Kenya, solidifying the foundation for what promises to be an exciting phase of development ahead.
In our conversation, Carl shares his insights on the challenges and rewards of building the team, scaling a rapidly growing area of the business, and why he joined TikTok in the first place.
Carl Jordan, Head of Sales, Sub-Saharan Africa, has been instrumental in leading growth across the African continent. In just under a year, Carl and his team have expanded operations from South Africa to Nigeria and Kenya, solidifying the foundation for what promises to be an exciting phase of development ahead.
In our conversation, Carl shares his insights on the challenges and rewards of building the team, scaling a rapidly growing area of the business, and why he joined TikTok in the first place.
Developing teams for success
Carl’s role revolves around one of the most exciting aspects of any business: growth. But for Carl, growth isn’t just about expanding into new markets or acquiring new clients — it’s about cultivating and empowering the teams that make that expansion possible. As he puts it, “Hiring the right people and helping them grow is what really drives success.”
Since joining just over a year ago, Carl has focused on building a strong, adaptable team that thrives on collaboration, mutual support, and continuous learning. His approach to growth is rooted in empowering his team members to grow alongside the company. “What I love is seeing how the team has evolved over time. It’s not just about filling positions — it’s about bringing people in who can really contribute, and then giving them the space to grow within their roles,” Carl says.
A key factor in the team’s success has been its diversity. Carl values the mix of perspectives each team member brings, which he believes is crucial to innovation. “Diversity is one of our greatest strengths. It’s not just about different backgrounds — it’s about bringing diverse viewpoints into problem-solving. That’s how we come up with new, creative solutions for our clients,” he explains. "The rich variety of experiences and ideas within the team creates an environment where innovation can thrive, leading to better outcomes for the business and clients alike."
Building from the ground up
One of the main reasons Carl joined TikTok is his passion for building things — not just growing established businesses, but creating new opportunities. In countries like South Africa, the commercial potential remains largely untapped.
“I like building things,” Carl reflects. For him, the early stages of a company’s growth — figuring out how to monetize, scale, and make the most out of untapped potential — is where the real challenge lies. “We’re very early in that journey, and for me, that’s the most exciting part,” he adds.
Carl also highlights how this early-stage growth offers unique learning opportunities. The challenges that come with it not only help unlock new possibilities for the company, but also help individuals discover new aspects of their own capabilities.
Helping businesses succeed on TikTok
The work Carl and his team are doing in Africa is part of what he believes is one of the most unique aspects of TikTok’s business model. TikTok's approach — a platform where user-generated content thrives and where organic reach is powerful — is very different from traditional advertising models. For businesses, figuring out how to balance brand values with creator-led content presents an exciting challenge. For Carl’s team, it's about educating brands, building trust, and helping advertisers adapt to this new ecosystem.
“The business model is fundamentally different from everything that’s come before,” Carl explains. For him, the sense of being at the center of something new, disruptive, and revolutionary is what makes working at TikTok so exciting.
Supporting users with lower data spend
One of Carl’s proudest achievements during his time at TikTok is the partnership the team has developed with Datafree Technologies. This initiative is designed to address a significant issue in emerging markets like Africa, where data costs can have a significant impact on what people can and cannot access.
Carl explains, “On average, users can spend 60% of their data on consuming advertising.” This data constraint limits users' ability to interact with ads, which has direct consequences for brands looking to engage potential customers.
To tackle this, Carl and his team is partnering with local company Datafree Technologies to sponsor the cost of consumer data for TikTok users interacting with ads. The result from initial tests has been a 10x increase in click-through rates and backend engagement. It’s a model that, if successful, could change the advertising game in Africa and beyond, all while improving consumer experience and driving more meaningful engagement for businesses.
This project exemplifies the team's approach — it’s about finding innovative ways to solve real-world problems while ensuring that the business continues to grow.
Advice for future candidates: Combine passion with hard work
As someone who interviews prospective candidates, Carl has a few key pieces of advice for anyone looking to join the TikTok team. “Enthusiasm for the platform is important, but it’s not enough,” he warns. "We hire people who are willing to do the hard work. Some people start with less experience but come with a learning mindset, and that’s what makes them successful."
For Carl, the ability to see the big picture, understand the business side of things, and balance enthusiasm with responsibility is crucial. The market is competitive, and the team is looking for individuals who are ready to work hard and adapt to the fast pace of change.
Looking to the future
Carl sees the path ahead for his team filled with opportunities. As TikTok continues to expand its footprint in Africa, Carl’s focus will remain on nurturing talent, building out new markets, and tackling the unique challenges that come with scaling a business in such a dynamic environment.
For Carl, opportunities in his team represent the perfect intersection of passion, innovation, and growth. “We’re at the center of what’s relevant today,” he concludes. It’s clear that, for him, this journey is just beginning — and he’s excited to continue building, learning, and growing along the way.
If you'd like to be part of the team's journey, discover opportunities here.
