Jonathan Labin: Scaling Startups and Shaping the Digital Frontier in MENA

Jonathan Labin is a name associated with digital transformation in the Middle East, Africa, and Pakistan. He was one of the first employees of Meta when it entered these markets, helping transform how technology connects people, businesses, and cultures. During the period of more than two decades he has not only scaled meta and Unifonic from a global perspective but he has also nurtured countless startups and facilitated innovation and transformation. He has steered MTV’s ad sales and now Meta’s operational journey, exemplifying creativity coupled with strategy and passion in transforming the future.

Jonathan Labin’s impressive career started with an innovative and leading edge. After his MBA from Columbia Business School, he joined MTV Networks, where he served in multiple capacities, including Strategy & Business Development Director and VP of Ad Sales for Emerging Markets. His experience at MTVN was a precursor to his ability to understand complex markets and drive revenue growth across different platforms.

Labin’s defining moment came in 2012 when he joined Meta (previously Facebook) as the first Managing Director for the Middle East, North Africa, and Pakistan. In a time when social media was revolutionizing communication and business models, Labin built Meta’s MENA team from scratch. Under his leadership, Meta’s suite of apps—Facebook, Instagram, and WhatsApp—became indispensable tools for businesses and individuals alike, driving revenue and creating new opportunities in the region.

In 2020, Labin shifted from managing successful tech companies to scaling startups. As President of Unifonic, a customer engagement platform, he worked closely with its founders to transform the company into a leader in AI-powered communication solutions. Labin spearheaded the company’s growth from 75 to over 500 employees, secured $125 million in funding, and expanded its client base to over 5,000 global enterprises. This achievement underscores his ability to build scalable, high-performing organizations.

His influence spreads beyond corporate leadership because he supports startups at their most critical growth phases as a venture partner at Antler and an active angel investor. He also sits on the board of Sestek, a conversational AI company, and mentors entrepreneurs through programs like Endeavour and Misk Accelerator. Labin’s drive in technology and innovation influences his efforts in creating ecosystems that will support startups across borders from MENA to the global market.

What makes Labin different is his global perspective. He can speak German and English, as well as Spanish. He has experienced life in six countries during his years. This opens up an avenue for him into multicultural activities, which aids him to understand complex markets and establish cross-cultural interaction. Through traveling to more than 70 countries, Labin develops an eye for the variation of cultures, which aids him while scaling businesses regionally.

Labin is still leading the innovation game. His workshops on harnessing the power of AI and his mentorship programs show that he is dedicated to shaping the future of business and technology. Whether it’s scaling startups, building high-performing teams, or bridging markets, Jonathan Labin’s career is a model for success in the digital age.