By Kasandra Watkins
In a shining example of Lebanese talent reaching international heights, Jessica Choufi (also known as Jessica El Choufi) serves as Regional Language Manager for the Middle East and North Africa (The Arab World) at Netflix—one of the world’s leading entertainment platforms. Based in the Netherlands, she has held this key role for the past several years, making significant contributions to how global content connects with Arabic-speaking audiences.
Choufi hails from Hasbaya, a historic town in southern Lebanon nestled at the foot of Mount Hermon (Jabal el Cheikh). Her journey embodies the classic Lebanese story: deep local roots fueling global ambition. 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 has been essential in navigating the linguistic, cultural, and social nuances of the MENA region.
Before joining Netflix in 2020, Choufi built a strong career in digital communications, brand strategy, and regional market expansion. She held senior leadership roles at major platforms including dubizzle and OLX, where she drove growth and brand development across Lebanon, Egypt, Oman, and the United Arab Emirates. Her experience in Dubai-based regional positions deepened her insight into emerging digital ecosystems and diverse Arab consumer behaviors.
In her current role at Netflix, Choufi leads critical localization efforts—overseeing subtitles, dubbing, and cultural adaptation—to ensure content resonates authentically with Arabic-speaking viewers. Her work has enhanced accessibility while preserving cultural nuance, helping Netflix better serve one of its fastest-growing audiences and recognize the MENA region as a vital hub for storytelling.
As Regional Language Manager, she plays a pivotal part in Netflix’s broader strategy for the Arab world, including supporting the platform’s increasing investment in Arabic-language originals and regional productions. These efforts position MENA not just as a consumption market, but as a source of stories with global appeal.
Choufi’s success carries deep symbolic weight.
It highlights the global relevance of Lebanese talent—even amid national challenges—and serves as an inspiring example for women in leadership across the region, where representation at senior levels remains an important area of progress.
As noted by Lebanese outlets such as The Beiruter, achievements like hers reshape perceptions of who shapes narratives and how the region is represented worldwide.
Her story has garnered widespread admiration on social media and in regional media, celebrated as a testament to resilience, excellence, and the enduring global impact of Lebanese professionals.
From the hills of Hasbaya to the global corridors of Netflix, Jessica Choufi’s path reminds us that local roots can lead to influential international roles.
Her contributions continue to help bring more authentic, diverse, and culturally resonant narratives to millions of screens across the Middle East, North Africa, and beyond.
Congratulations to Jessica Choufi—an ongoing inspiration for a new generation of Arab leadership on the world stage.
