A key focus for Carl will be to grow partner representation, including territory footprint and, by extension, revenues. This includes platform acquisition and representation, country launches, and advertiser and agency engagements.

"I am excited to work for a global company that is serving both developed and emerging countries and understands the  link between growing the SSA region's digital ecosystem and social impact. I'm especially pleased about the opportunity to educate businesses about the efficiency of digital channels, as well as to collaborate with the telcos, to make it more cost effective, for consumers to access the digital economy," says Carl.

According to PWC's Insights from the Entertainment & Media outlook report, In key markets such as Nigeria, Ghana, and Kenya, digital advertising still accounts for less than 20% of total media spend, suggesting that the SSA region offers substantial growth potential for the digital economy. "The development of local / regional businesses, the creation of jobs and delivering social impact, are all made possible by serving communities," Jordan explains.

Carl has held a number of leadership and commercial positions, most notably for Yahoo, Google, and Thomson Reuters in the UK, as well as Outbrain and Datafree across SSA. He has contributed to the growth of Africa's digital economy and start-up (disrupter) ecosystem over the last three years with Meta, in collaboration with VCs, brands, agencies, and startups.