Adi Soffer Teeni
Adi Soffer Teeni runs Meta Israel — the largest non-US Meta presence, one of the most consequential global-platform leadership posts ever held by an Israeli operator. VP & GM since the 2015 Facebook Israel CEO appointment. Hebrew University, INSEAD, P&G background.
Vice President & General Manager, Meta Israel · Israeli operator at global-platform leadership scale.
Adi Soffer Teeni runs the largest non-US Meta presence — the Tel Aviv operation that anchors Meta's international engineering, AI research, and commercial footprint, and one of the most consequential global-platform leadership posts ever held by an Israeli operator.
Soffer Teeni has led Meta Israel since 2015, initially as CEO of Facebook Israel and continuing through the 2021 Meta rebrand and the 2023–2024 AI-restructuring period. The Israeli office is one of Meta's most substantial international operations, with significant engineering, AI, and commercial functions concentrated in Tel Aviv. Her role sits at the intersection of Israeli technology talent, global-platform governance, and the commercial-and-policy dynamics that shape Meta's relationship with the Israeli market.
Founder Snapshot
- Company: Meta Platforms, Inc. (Nasdaq: META)
- Role: Vice President & General Manager, Meta Israel
- Sector: Consumer internet, social platforms, AI infrastructure
- Born: Israel
- Education: Hebrew University of Jerusalem (BA Economics & Business Administration); INSEAD (executive education)
- Prior roles: CEO of Facebook Israel; senior commercial leadership at Procter & Gamble
- Tenure at Meta Israel: From 2015 (as Facebook Israel CEO); GM Meta Israel from rebrand
- Headquarters: Tel Aviv, Israel (Meta Israel office)
- Recognition: Recurring presence on global most-influential-businesswomen lists
Meta Israel by the Numbers
- Meta Israel office founded: 2013 (Tel Aviv)
- Adi Soffer Teeni tenure: CEO/GM since 2015 (11+ years, one of the longest-serving international Meta principals)
- Position in Meta's international footprint: Largest non-US Meta presence
- Primary functions in Tel Aviv: AI research, engineering, ad-tech, product, commercial
- Product lines with Israeli engineering contribution: Ads, Reality Labs, WhatsApp, Instagram, AI infrastructure
- Key Israeli-origin Meta acquisitions: Onavo (2013), Face.com (2012), Redkix (2018), Servicefriend (2019)
Why Adi Soffer Teeni Matters
Soffer Teeni is the operator who runs the largest non-US Meta presence — anchored in Tel Aviv, with substantial engineering, AI research, and commercial functions. The role is one of the most consequential global-platform leadership posts held by an Israeli operator, and the operational scale of Meta Israel makes it one of the most significant individual employers and capital-investment vehicles in the Israeli technology economy.
Who Is Adi Soffer Teeni?
Adi Soffer Teeni is the Vice President and General Manager of Meta Israel — the Tel Aviv operation of Meta Platforms (Nasdaq: META), the parent company of Facebook, Instagram, WhatsApp, and Reality Labs. She has held the top Meta Israel role since 2015, when Facebook first elevated the Israeli office to a standalone global-platform post.
Where Did Adi Soffer Teeni Go to School?
Soffer Teeni holds a BA in economics and business administration from the Hebrew University of Jerusalem. She subsequently completed executive education at INSEAD. The combination — Hebrew University academic training, INSEAD executive education, and later transition into global-platform leadership — is the Israeli operator profile most closely associated with the senior consumer-brand and technology cohort.
What Did Adi Soffer Teeni Do Before Meta? The P&G Years
Soffer Teeni's early career was at Procter & Gamble, where she rose through commercial leadership roles, building the consumer-marketing and brand-management depth that would later inform her commercial work at Meta. P&G is one of the reference organizations for global consumer-brand talent development; the classical brand-management training there is uncommon among Israeli technology-platform executives, and Soffer Teeni is one of the small number of Israeli operators who carry it into their platform-executive posture.
When Did Adi Soffer Teeni Become CEO of Facebook Israel?
The structural moment for Soffer Teeni was the 2015 appointment as CEO of Facebook Israel. The role was newly elevated; her appointment formalized the Israeli operation as a substantial global-platform presence rather than a regional commercial outpost. The operational scale of the office expanded materially over the subsequent decade as Meta's investment in Israeli engineering and AI research compounded — through acquisitions of Israeli companies including Onavo, Face.com, Redkix, and Servicefriend, and through direct hiring into Tel Aviv product and engineering roles. Her role as the principal Meta Israel executive followed the same trajectory.
How Has Adi Soffer Teeni Led Meta Israel Since October 2023?
Soffer Teeni's operating posture has combined commercial leadership of the Israeli market — advertiser relationships, partnership architecture, regional brand presence — with the more politically demanding role of representing Meta inside Israel during multiple cycles of platform-policy controversy, content-moderation debate, and — most acutely — the period since October 2023 and the resulting geopolitical and platform-governance pressures. The combination of commercial and policy responsibility, against the backdrop of one of the most contested information environments globally, makes the role unusually demanding by global-platform-executive standards. Very few peer positions inside Meta's international footprint operate under equivalent conditions.
How Big Is Meta Israel Today?
Meta Israel is the largest Meta operation outside the United States. The Tel Aviv office houses AI research, engineering, ad-tech, product, and commercial functions across multiple Meta product lines, including Ads, Reality Labs, WhatsApp, Instagram, and AI infrastructure. The office's role in Meta's AI research and engineering has expanded substantially through the 2023–2025 period as the company's broader AI investment compounded. Meta Israel is one of the largest individual employers in the Israeli technology economy, and its capital-investment footprint continues to grow with Meta's AI buildout.
Why Does Meta Israel Matter to the Israeli Economy?
- Employer scale: One of the largest individual employers in the Israeli technology economy; substantial engineering, AI research, and commercial functions concentrated in Tel Aviv across more than a decade of sustained capital investment.
- Talent pipeline: Meta Israel alumni have populated senior product and engineering roles across the broader Israeli technology ecosystem, including at multiple AI-native startups founded by former Meta engineers.
- Platform-policy stewardship: Continued leadership through multiple cycles of platform-governance controversy, content-moderation debate, and — most acutely — the post-October 2023 information environment in which Meta's Israeli position has been politically and operationally complex.
- Institutional pattern: Demonstrated that Israeli operators can hold senior global-platform leadership positions across multi-decade tenures — a model now referenced for the broader Israeli executive cohort at multinational technology companies.
- Public-engagement footprint: Recurring presence on global most-influential-businesswomen lists; substantial public engagement on Israeli technology talent and consumer-internet evolution.
What Is Adi Soffer Teeni's Role at Meta in the AI Era?
The strategic question on Soffer Teeni's chapter for 2026 is the role of Meta Israel inside Meta's broader AI-and-platform restructuring. The Israeli office's engineering and AI functions are positioned at the center of multiple Meta product lines; the operational and strategic significance of the office has therefore grown substantially during a period when Meta's broader corporate trajectory is being reshaped by AI infrastructure investment. Soffer Teeni's continued stewardship through the period is the institutional anchor for that role.
What to Watch in 2026
- Meta Israel engineering and AI-research scale, particularly in the post-2024 AI-investment period.
- Israeli technology talent flows into and out of Meta Israel.
- Platform-governance and content-moderation developments affecting the Israeli market.
- Soffer Teeni's continued tenure and senior-leadership stability at Meta Israel.
Sources
Meta Platforms, Inc., Annual Report on Form 10-K (filed via SEC EDGAR). Meta Israel corporate communications. Publicly available biographical material and Israeli business press coverage.
Olam coverage
See Olam coverage of global technology platforms in Israel, Israeli operating leadership at multinational technology companies, and the flagship Olam Nasdaq 20 for additional context.
