TikTok Meets Auto: Ahmed Iqbal's Inspiring Leadership Journey

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Ahmed Iqbal, Head of Industry for Automotive at TikTok, joins Jan Griffiths in our latest episode to share his unique journey from selling cars in college to leading innovative strategies that bridge legacy auto practices with modern digital platforms.

Starting at Audi, Ahmed quickly rose through the ranks, learning the art of leadership, the power of listening, and the importance of human connection along the way. His path took an unexpected turn when he ventured into the tech world, where he blends innovative approaches with creative marketing.

Now at TikTok, Ahmed leads a team that is transforming how the automotive world connects with consumers. TikTok is proving to be more than just an entertainment app—it’s a vital hub for car enthusiasts and commerce. Ahmed’s team helps brands make the most of this space, whether it’s launching new cars or reaching potential buyers through engaging authentic content.

But the conversation doesn’t stop at marketing. Ahmed also explores the changing expectations of younger generations in the workforce, the need for a balance between legacy automotive practices and new technologies, and the traits leaders must embrace.

Whether you’re curious about TikTok’s impact on the industry or want to learn how to lead during times of change, this episode is packed with insights that automotive leaders and marketers can’t afford to miss.

Themes discussed in this episode:

• What consumer behavior trends indicate about the future of automotive marketing on platforms like TikTok
• The strategic role of TikTok’s automotive team in building partnerships and guiding brands through the platform’s unique opportunities
• Why the auto industry must now adopt new strategies to address emerging challenges instead of relying on outdated tools
• The challenge of integrating legacy automotive practices with the innovative approaches of new EV startups
• The need to shift from traditional top-down leadership to a more empathetic and inclusive approach that resonates with younger generations
• The importance of creating a company culture where every employee feels valued and has the opportunity to contribute to a larger vision

Featured guest: Ahmed Iqbal

What he does: Ahmed Iqbal is an accomplished leader with over a decade of experience at the intersection of automotive and media technology. At Audi, he led transformative initiatives, including launching electrification strategies, developing new revenue models, and bringing the retail experience into the digital era. As Twitter’s Global Head of Auto, he built a global partnership strategy across 13 markets, delivering value to automakers while driving growth. Now, as TikTok’s Head of Industry for Automotive, Ahmed leads efforts to connect automotive brands with TikTok's dynamic audience through innovative products and full-funnel marketing strategies

On Leadership: “I didn't really realize until later in my career that the breadth of, let's say, passions and interests of a leader play a big role in how you can impact or make an impact with people, not just for business results, but how you connect with your team, how you inspire your team, how you show your team sides of you that are important to create that connection outside of just a manager-employee relationship.”

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