New Face Leads Jewish National Fund-Atlanta

With the repositioning of Beth Gluck as Jewish National Fund (JNF) executive director, Los Angeles native and Persian-born Hedi Toub has taken over this high-profile role for Greater Atlanta.

Toub brings more than 15 years of leadership and experience including nonprofit services, international humanitarian work, financial operations, and business development. She stated, “Jewish National Fund-USA represents the intersection of my professional experience and my lifelong connection to Israel. I am honored to be part of an organization that is building the land and supporting the people of Israel in such impactful and meaningful ways.”

Jewish National Fund-USA also looks forward to Gluck’s new key role in Major Gifts, utilizing her decades of leadership and experience.

Toub’s career includes a senior leadership role with the American Red Cross, where she served as director of international services, overseeing global humanitarian initiatives. Her experience also spans financial and risk management roles in both the United States and Israel. Fluent in English, Hebrew, Farsi, and Spanish, she brings a global perspective and a unique ability to build meaningful relationships across diverse communities.

Outside of her professional life, Toub is married to husband, Farid, a dentist, and is the proud mother of two children, Ari (11) and Ayla (8). In her free time, she enjoys cycling, playing Mahjong, and values spending time with family and community. The Toub home was featured in the Chai Style column, April 8, 2016, “Young Persian Family Creates Persian Vibe.”

Hedi sat down with the AJT to answer some more revealing questions about her outlook and vision.

Jaffe: At what age is it appropriate and what do you think is important to tell children about antisemitism and the war abroad?  
Toub: My kids started asking us about the war in Israel right after Oct. 7 happened. They would see us watching the news with shock and disbelief in our reactions. We knew we couldn’t ignore it anymore. We started to have gentle conversations with them, at the time they were 9 and 6. It’s important for them to be aware of what is happening around them and to foster a Zionist identity regardless of the hate.

Jaffe: What specific JNF programs pique your interest? 
Toub: What resonates most with me is JNF’s core vision of turning values into tangible impact- building sustainable land to attract 800,000 new residents to Israel’s frontier regions in the north and south, while creating meaningful, lasting connections between the people and the land of Israel.

Jaffe: What are some Persian dishes you make at home?
Toub: I love cooking, especially for Shabbat dinner! Our go-to favorite Persian dishes are Ghormeh-sabzi (a green leafy stew with lamb), Tachin (crispy rice made with saffron and chicken) and Zereshk Polo (rice with barberries). Delicious! Everyone is welcome to our Shabbos table!

Jaffe: What are you reading and streaming?
Toub: Given the current events, we are watching the shows, “Tehran,” and “Lioness.” Love action-based series! I wish I had time to read, maybe when the kids go off to college?

Jaffe: Share more about your past related work.
Toub: During college, I volunteered in Israel with Khevrat Ilan, an organization that runs specialized schools for children with disabilities. It was one of the most meaningful experiences of my life. Working directly with the students and seeing how a thoughtful curriculum and compassionate staff could unlock confidence and joy was incredibly powerful. That experience shaped my leadership today and reinforced the values that guide how I lead.

Jaffe: Is one of your goals to involve younger people? 
Toub: Yes. Engaging the younger community is a mission-driven goal through the JNFuture program for ages 22-40. The focus will be on creating structures that invite their participation in meaningful and lasting impacts for the communities of Israel’s north and south.

Jaffe: Do you call Atlanta home? Do you still visit Los Angeles to see family? 
Toub: Yes. Atlanta is home! I have strong personal and professional roots here, and I’m deeply connected to the community. That local grounding is important to me, especially in a leadership role where understanding the people, context, and dynamics of Atlanta really matters.