Netflix, the world’s leading streaming entertainment service, today announced the appointment of Jessica Choufi as Director for the Middle East and North Africa (MENA). Based in Dubai, Choufi will oversee Netflix’s business strategy and operations across the region, driving growth and deepening engagement with members.
Choufi brings a wealth of experience and a deep understanding of the regional media landscape to the role. She joined Netflix in 2023 as Vice President of Content for the Middle East, Turkiye, and Africa (META), where she led the content strategy and team responsible for bringing a diverse slate of local stories to the service.
In her expanded role as Director for MENA, she will now have overall responsibility for Netflix’s performance in the region, including subscriber growth, marketing, partnerships, and the continued development of the local content strategy that resonates with audiences across the Arab world.
“Jessica’s leadership and profound insight into the creative pulse of the MENA region have been invaluable,” said a Netflix spokesperson. “Her promotion reflects our commitment to investing in local leadership and our long-term ambition to entertain our members in the region with stories they love.”
“I am incredibly excited and honored to take on this role,” said Jessica Choufi. “The MENA region is home to vibrant cultures and incredible storytelling talent. I look forward to working with our teams and partners to continue bringing more amazing local stories to our members here and to audiences around the world, while ensuring Netflix remains a meaningful part of their daily entertainment.”
Choufi, originally from Hasbaya, Lebanon, is a seasoned media executive. Before Netflix, she spent nearly a decade at beIN Media Group in Doha, holding senior content and commercial positions where she played a key role in major content acquisitions and productions for the Arab world.
About Netflix
Netflix is one of the world’s leading entertainment services with over 260 million paid memberships in over 190 countries, enjoying TV series, films and games across a wide variety of genres and languages. Members can play, pause and resume watching as much as they want, anytime, anywhere, and can change their plans at any time.
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