A Lebanese name at the top of Netflix MENA

Lebanese talent continues to make its mark internationally, and now it reaches one of the world’s most influential entertainment platforms. Jessica Choufi, originally from Hasbaya, has been appointed Regional Director for the Middle East and North Africa at Netflix, a role that puts her at the center of the streaming giant’s strategy, content partnerships, and regional growth.

Choufi’s career spans communications, corporate strategy, and brand leadership across the region. Before joining Netflix, she held senior positions at dubizzle and OLX in Lebanon, Egypt, and Oman, helping shape market expansion and brand positioning. She holds a bachelor’s degree in Translation and Languages from the Lebanese University and a master’s in Language Engineering, reflecting both linguistic skill and technical expertise, key tools for leading regional media operations.

Shaping what the region watches

Netflix has ramped up investment in Middle Eastern content in recent years, commissioning series, films, and documentaries from Egypt, the Gulf, and the Levant. Regional directors like Choufi are pivotal in deciding which projects receive support, how local stories reach global audiences, and how the platform engages with creative communities. In a region where streaming competition is intensifying, these leadership roles influence both the industry and the cultural narratives presented to viewers worldwide.

Choufi’s appointment also reflects a broader trend: despite Lebanon’s shrinking local media and creative sectors, Lebanese professionals continue to hold senior roles internationally. Economic collapse, political instability, and underfunded local industries have pushed many to seek opportunities abroad, yet their influence shapes how the world sees Arab stories. Her success underscores both national pride and the complex dynamics of talent migration.

Breaking barriers

As a woman in a leadership position at a major international media company, Choufi’s role also highlights the ongoing challenge of gender representation in executive positions in the MENA region. Choufi’s new position is a signal of the growing influence of Arab executives in global media, the international demand for local expertise, and the potential for Lebanese voices to shape how the region is represented on screen.