TikTok's growth in Sub-Saharan Africa is fueled by a passionate and dynamic team who is committed to driving meaningful impact for brands, businesses, and creators alike. We spoke with four members of the Advertising and Sales team—Farah, Lindiwe, Lesi, and Zethu—to get their insights on what it takes to succeed in this fast-paced environment, what's most rewarding about their work, and their vision for the future.
TikTok's growth in Sub-Saharan Africa is fueled by a passionate and dynamic team who is committed to driving meaningful impact for brands, businesses, and creators alike. We spoke with four members of the Advertising and Sales team—Farah, Lindiwe, Lesi, and Zethu—to get their insights on what it takes to succeed in this fast-paced environment, what's most rewarding about their work, and their vision for the future.
Empowering brands and businesses through close partnership
The team plays a crucial role in connecting brands and businesses with TikTok’s unique ecosystem, working closely to help them maximize their impact on the platform. Farah describes the team’s role as the “bridge between our clients and TikTok,” ensuring that brands not only thrive on the platform, but also contribute to an engaging user experience.
Zethu emphasizes the importance of cultivating opportunities for growing businesses. “We’re ensuring that we tap into industries and revenue partnerships that contribute to the next wave of growth for TikTok in South Africa and beyond."
For Lesi, working with growth clients means acting as an incubator, guiding them through the TikTok journey with education, insights and strategic solutions with the help of our products. By listening to the unique needs and complex challenges that each of our clients face, the team ensures their approach is personalised to be most effective.
Upskilling clients and levelling the playing field
One of the most rewarding aspects of the job is witnessing the journey brands go on with TikTok. Lindiwe finds the upskilling process very rewarding, where she helps brands push past roadblocks with new, creative solutions. “I love combining big-picture thinking with tactical solutions. It’s amazing to see brands embrace new ways of engaging with audiences."
For Farah, TikTok’s role in enabling African creators to share their stories is particularly meaningful. “Many companies have tried to break through in Africa, but our proposition is unique. We’re not just offering a platform—we’re empowering African businesses to expand beyond their existing audiences.”
Zethu echoes this sentiment, emphasizing the importance of providing a level playing field for brands of all sizes. “Our platform allows smaller businesses to compete with major players based on creativity, not just budget. That’s why so many brands are thriving here.”
Creating a culture of collaboration and continuous learning
One common theme among the team is how they describe the uniquely supportive and collaborative culture they've created within TikTok. Lindiwe was struck by how engaging her interview process was—something that carried over into her day-to-day experience. “Everything feels like a dialogue. There’s always room for discussion, and everyone is willing to share knowledge and insights.”
Farah highlights the opportunity to work beyond the scope of her role, getting involved in innovation and projects with long-term impact. “We recently spearheaded taking TikTok campaigns beyond the app and onto digital billboards across Africa. It’s exciting to be part of something new and impactful.”
Lesi values the volume of new opportunities that the team gets to take on and run with, which has allowed him to stretch himself and develop new skills. "If I look back to when I joined TikTok compared to now, I can see a huge shift in myself. Every day there's something new to work on, which certainly means there's never a dull moment."
Taking on challenges and failing forward together
The team is no stranger to challenges, but they see them as opportunities to innovate and grow. Zethu appreciates TikTok’s culture of “failing forward together.” “We don’t shy away from challenges, we tackle them as a team. Even if something doesn’t work, we learn from it and move forward stronger.”
This approach extends to their relationships with clients as well. Lesi notes that educating our partners on TikTok's unique products has led to them trusting us to try new approaches when it comes to problem solving. "Our products give our clients innovative and new ways to solve their challenges, which they've never tried before."
Thinking of applying? Back yourself in the process
For those looking to join the team, the advice is clear: be authentic and embrace the learning journey. Lindiwe encourages candidates not to be intimidated by the process. “Back yourself. Treat interviews as conversations and extract value from them—you’re speaking with very knowledgeable people, so make the most of it.”
Farah echoes this sentiment, emphasizing the importance of showing up as your true self. “It’s about your skill set, but also about your willingness to learn and grow.”
For Lesi, it's about showing your passion with examples of how you've made an impact on previous projects. "The TikTok platform exists to inspire, and we are looking for people for the team who want to do just that with their work."
Keeping an eye on what's next
As TikTok continues to expand in Africa, the Advertising and Sales team remains committed to driving success for brands, embracing new talent, and pushing the boundaries of what’s possible on the platform. With a team that thrives on collaboration, innovation, and a shared passion for African storytelling, their focus is very much on growth in the region.
For those eager to be part of this journey, the opportunity is there to learn, grow, and make a lasting impact. If you’re ready to shape the future of digital advertising in Africa, discover opportunities with the team here.
