Joanne (“Jo”) Mason plays a deeply valued and personal role within Sourcing Africa. She works closely alongside our founding leadership team—Bruce, Barbara, and especially Helen, our Director of Destination Experiences and Co-Founder—helping bring together the planning, coordination, and delivery of our journeys in a thoughtful, calm, and genuinely human way. Joe is an important part of how we shape each experience, supporting the flow of logistics, the emotional feel of our itineraries, and the personal connections we build with our guests, always bringing warmth, sensitivity, and grounded professionalism to everything she does.

Jeff serves as the director, editor, and storyteller of our brand—shaping every frame, narrative, and visual moment with purpose. He weaves copy, imagery, place, and artisan vision into experiences that attract and inspire the full spectrum of people we encounter, enriching the soul and values of our company. His work aligns seamlessly with Joanne’s curatorial eye, ensuring every artisan we champion reflects our ethics, our spirit, and our belief in design as something collectible, meaningful, and enduring. 

Ryan is a seasoned Product Designer driven by a genuine passion for elevating enterprise products through purposeful, human-centered design. He transforms complex workflows into intuitive experiences that inspire engagement, accelerate decisions, and fuel measurable business growth. Shaped by his experience in the heart of America’s automotive capital, Ryan understands how powerful design systems—supported by strong backend architecture—can make user experiences effortless and commercially impactful. A relentless explorer and problem-solver, he breaks systems open to understand them, uncovers new opportunities for innovation, and bridges the wisdom of the past with the promise of the future. Ryan thinks holistically—crafting meaningful story arcs across the user journey while aligning every decision with business strategy, brand value, and real-world impact. At Sourcing Africa, this ability to fuse technology, design, and purpose speaks directly to our tribe: people who value depth, functionality, and soulful innovation.