Joe Jacobs is an old friend of Sandy Thomas.
Soon after arriving, he flirts with Betty Eagleton, who Sandy had got close to. Months later he reappears when Betty and Pearl Ladderbanks try speed dating at the Woolpack. Pearl quickly gets fond of Joe but she thinks his affection is only because she has a spare ticket for a cruise she has won. Pearl chooses to take Lily Butterfield on the cruise, but Joe drops a suitcase on her foot as he thinks she is being too demanding. Pearl then chooses Joe to go with her on the cruise and he tells her how fond of her he is. When Pearl returns from the cruise without Joe, she reluctantly tells her friends that he had been kicked off the cruise for rude behaviour.