Soffer Teeni will manage the business operations of the social network in Israel, while maintaining close ties with corporate headquarters in Dublin. Brief statement says she is excited
Facebook announced today (Monday) the appointment of Adi Soffer Teeni as the new GM and director of the company’s operations in Israel. According the social network, Soffer Teeni will lead the company’s commercial operations in the country, while helping clients and agencies to develop their marketing activities on Facebook. In addition, the new GM will focus on establishing a team of local representatives at the company offices in Ramat Gan, who will work closely with the Facebook team in Dublin, Ireland.
Soffer Teeni (42), recently served as chairman of the Israeli start-up company Ginger Software, a developer of technology to correct errors in spelling, syntax and grammar in English. Before that, she served as the managing director of B2C -888 (888.com) and as CEO of Kidum Group. Adi is married to Benjie Teeni and they have two daughters, Zoe (13) and Ariel (8). The new GM of the social network in Israel is expected to enter the actual role towards the end of the month (around March 24), when she will report directly to the Regional Director of central and eastern Europe of Facebook, Diego Oliva.
Soffer Teeni released a brief statement saying: “I am very excited to join up and lead the development of the company. Millions of people in this country use our service every day, to connect to each other and share what’s important to them. Businesses are discovering the value of being part of this discourse, whether they be brands or large, small and medium sized business. Having spent so much of my life working with consumer-facing companies, I have seen first-hand the positive impact that Facebook can have on growth, enabling them to reach precisely the audience they need to target, at home or abroad.”
Oliva added, “Adi’s enthusiasm has helped businesses in Israel succeed and she understands how they can use Facebook to evolve, grow and make profits. Facebook already enjoys a close relationship with many companies and startups in Israel. The recent acquisition of Onavo, the opening of our Israel office and now the appointment of Adi as general manager shows that our commitment to the country is stronger than ever.”
In a statement, Facebook said that to date 3.9 million Israelis use Facebook every month. 2.8 million of them are using the service every day. When it comes to daily usage the percentage is particularly high standing at 70%. It was reported that 79% of users on Facebook in Israel use the service via smartphone.
In October of 2013 Facebook acquired Israeli Onavo for an estimated amount ranging between $150 million and $200 million. Earlier, in June 2012 Israeli Face.com was acquired by Facebook , but it was forced to abandon its offices in the country and join the company’s employees in Menlo Park.
Facebook has fourteen offices (including the one in Israel) in its central and eastern European region.