By Kasandra Watkins
In a landmark moment for Lebanon and the Arab world, Jessica Choufi has been appointed Regional Director for the Middle East and North Africa (MENA) at Netflix, one of the world’s most influential entertainment platforms. Announced in early January 2026, the decision places a Lebanese executive at the helm of a region that is rapidly reshaping global storytelling—both in scale and cultural impact.
Choufi hails from Hasbaya, a historic town in southern Lebanon nestled at the foot of Mount Hermon (Jabal el Cheikh). From these deeply rooted beginnings, her journey reflects the enduring Lebanese narrative: global ambition anchored in local identity. She began her academic path at the Lebanese University, earning a degree in translation and languages, followed by a master’s in linguistic engineering—a foundation that would later prove pivotal in navigating the linguistic, cultural, and social complexities of the MENA region.
Before joining Netflix, Choufi built an impressive career in digital communications, brand strategy, and regional market expansion. She held senior leadership roles at major platforms including dubizzle and OLX, where she played a central role in driving growth and brand development across Lebanon, Egypt, Oman, and the United Arab Emirates. Her work in Dubai-based regional positions further sharpened her understanding of emerging digital ecosystems and consumer behavior across diverse Arab markets.
Choufi joined Netflix in 2020, assuming the role of Regional Language Manager for the Arab World, based in the Netherlands. In this capacity, she led critical localization efforts—overseeing subtitles, dubbing, and cultural adaptation—to ensure that global content resonated authentically with Arabic-speaking audiences. Her work significantly enhanced accessibility while preserving cultural nuance, a balance that has become increasingly vital as streaming platforms expand beyond Western-centric models.
Now, as Regional Director for MENA, Jessica Choufi is tasked with steering Netflix’s strategic vision across one of its fastest-growing regions. Her mandate includes:
• Expanding partnerships with local creators, writers, and production houses
• Driving regional growth and market strategy
• Shaping Netflix’s long-term content and engagement approach tailored to the diverse realities of MENA audiences
Her appointment comes at a decisive moment, as Netflix accelerates investment in Arabic-language originals and regional productions, recognizing the Middle East and North Africa not merely as a consumer market, but as a global content powerhouse with stories that travel far beyond borders.
Beyond corporate significance, Choufi’s rise carries deep symbolic weight. It underscores the global relevance of Lebanese talent, even amid national adversity, and marks a meaningful step forward for women in executive leadership across the region—where representation at the highest decision-making levels remains an ongoing challenge.
As noted by Lebanese outlets such as The Beiruter, this achievement transcends titles. It reshapes who decides which stories are told, how they are framed, and how the region is seen by the world.
The announcement has been met with widespread acclaim across social media and regional media platforms, with many describing Choufi’s journey as a testament to resilience, excellence, and the enduring global footprint of Lebanese professionals.
From the hills of Hasbaya to the global corridors of Netflix, Jessica Choufi’s story is a reminder that local roots can yield global leadership. Her role promises to bring more authentic, diverse, and locally inspired narratives to millions of screens across the Middle East, North Africa, and beyond.
Congratulations to Jessica Choufi—an inspiration for a new generation of Arab leadership on the world stage.
