Meta has appointed Benjamin Joe as its new regional vice president for the Asia-Pacific region, as announced by a company spokesperson on May 15, 2025.

He succeeds Dan Neary, who announced his departure in March 2025. Neary is still with the company.

Joe, with Meta since 2018, previously led Southeast Asia and emerging markets.

He will now report to Nicola Mendelsohn, head of Meta’s global business group.

Asia Pacific region includes key growth markets like Indonesia, the Philippines, Thailand, and Vietnam.

Joe has stated his intention to use AI to support business growth in the region.

🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ Southeast Asia represents a critical high-growth market amid maturing western markets

Meta’s leadership changes come as Southeast Asia’s digital economy has experienced an extraordinary eight-fold increase since 2016, reaching $100 billion in 2023 1.

This rapid expansion is projected to continue, with estimates showing the region’s digital economy growing to between $600-800 billion by 2030 12.

Indonesia leads this boom with a projected GMV of $109 billion by 2025, representing significant advertising and business potential for Meta’s platforms 1.

The appointment of Benjamin Joe, with his specific experience in emerging markets since 2018, positions Meta to capitalize on a region where digital adoption continues to accelerate while North American and European markets show signs of saturation.

Meta’s leadership reorganization appears strategically timed as the region’s digital economy achieved profitability milestones, growing from $4 billion in 2022 to $11 billion in 2024 3.

2️⃣ Joe’s AI focus aligns with Southeast Asia’s aggressive AI adoption trajectory

Benjamin Joe’s stated focus on using AI to foster business growth directly responds to Southeast Asia’s rapid AI integration, where over 70% of regional companies have already adopted AI in at least one business function 4.