Jonathan Hallmark leads a high-performing team based in Dubai, helping app-based businesses across the METAP region (Middle East, Turkey, Africa and Pakistan) scale globally through TikTok. In just nine months, he’s helped unify two previously distinct teams and foster a culture of collaboration, innovation, and performance.
We spoke with Jonathan about his leadership journey, what excites him about his current role, and the kind of people who thrive on his team.
Jonathan Hallmark leads a high-performing team based in Dubai, helping app-based businesses across the METAP region (Middle East, Turkey, Africa and Pakistan) scale globally through TikTok. In just nine months, he’s helped unify two previously distinct teams and foster a culture of collaboration, innovation, and performance.
We spoke with Jonathan about his leadership journey, what excites him about his current role, and the kind of people who thrive on his team.
Helping Outbound Apps find global scale
Jonathan is Head of Outbound Apps for the METAP region—a team that partners with app-based advertisers looking to grow internationally. Whether it's ride-hailing, dating or fitness apps, his team helps brands reach new audiences around the globe using TikTok.
“Although the businesses we work with are based in our region, they find users everywhere—from Australia to Brazil,” Jonathan explains. “Our job is to help them scale through TikTok in the most effective, efficient way possible.”
His current team was formed by merging two previously distinct groups into one high-powered unit. “There was so much talent in both, but they were working as siloed organisations. I saw an opportunity to unite them under a shared strategy—one that lets us raise the floor on consistency and raise the ceiling on high-performance growth,” he says.
From Global Accounts to developing Client Solutions
Jonathan joined TikTok in early 2021 after six years at another tech company, where he worked on global accounts in Dubai. He came on board at TikTok during the height of COVID to help build the METAP Client Solutions team from scratch.
“It was intense—going from an individual contributor to a people manager of 31 overnight. But I learned so much. I made mistakes, I grew, and most of all, I saw the impact a strong team can make,” he shares.
The opportunity to build, grow, and shape a team from the ground up was what originally drew him to TikTok. “Working at my previous organization was an incredible experience, but growth had matured to the point where it felt self-sufficient. I wanted to get back to building—being part of something earlier-stage and more hands-on.”
Developing new programs for greater impact
When Jonathan stepped into his current role in late 2024, he inherited a highly skilled but fragmented group. Over the past year, he’s focused on bringing structure, consistency, and a shared sense of purpose.
“These are some of the smartest people I’ve ever worked with,” he says. “My job is less about teaching and more about empowering—creating a framework for consistency, helping them remove barriers, and supporting our top performers so they can go even further.”
One of the key ways Jonathan has unified and scaled the team is through an internally developed “growth pillars” framework.
The growth pillars give the team a consistent, operational playbook to support product adoption and client success. “It’s helped us create repeatable momentum. Clients who were declining last year are now growing because they’re progressing through these pillars in a structured way,” he says.
A culture built on high performance and collaboration
Jonathan’s team is based in Dubai, but their impact spans the globe. He credits in-person collaboration and shared ownership for much of their success.
“There’s something powerful about being in the same room, solving problems together.” he explains. “The energy here is special. This group really functions as a team.”
And while he’s the first to say the team is “way smarter” than he is, Jonathan sees his role as the glue that keeps everything aligned.“
At this stage of my career, the most fulfilling thing isn’t winning the deal—it’s seeing your team succeed. Watching someone grow and challenge a client’s status quo. It might be by solving something hard, or sometimes by solving something simple like converting a successful A/B test - that's the real reward.”
Advice for candidates
Jonathan has conducted his fair share of interviews during his tenure at TikTok. In terms of what makes candidates stand out, he shares:
“It’s less about having the perfect resume and more about attitude—curiosity, hunger, and the ability to figure things out,” he says. “If you show up with energy, resilience, and a love for building, this place can be incredibly rewarding.”
He’s also candid about the pace and change that come with working at TikTok. “We’re not for everyone—and that’s okay, innovative companies do not succeed by going in straight lines. If you need predictability and structure, this might not be the right fit. But if you love solving problems, navigating ambiguity, and growing fast, there’s nowhere better."
Looking ahead
From uniting global teams to building new commercial frameworks, Jonathan’s journey at TikTok is still very much in motion. His focus for the future? “We win when our clients win. My goal is to double down on what’s working—support our high performers, scale what we’ve built, and keep the team tightly connected to our clients’ goals.”
If you’re excited by global growth, ambitious teams, and building the future of performance marketing—this is an area of the business to watch. Explore open roles with the team and help shape what’s next.
