Executive Snapshot

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Scaled a small content-support team into a commercially accountable social media operation across 120+ accommodation brands.

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120+

Accounts managed

20

Team members led

3M → 14M

Portfolio impressions

0.1% → 13%

Direct social-driven sales contribution

Role & Context

Company: Jabama

Duration: Sep 2024 – Sep 2026

Role: Social Media Manager / Social Media Team Lead

Scope: Social strategy · Team leadership · Commercial growth · AI automation · Content operations

Jabama is one of Iran's leading accommodation-booking platforms. I joined a small social media function that mainly existed to provide content support for key hosts and transformed it into a scaled, performance-led operation tied to commercial outcomes.

The Challenge

When I joined:

• The team had roughly 7 people
• The portfolio covered around 60 accommodation pages
• There was no structured reporting system
• Content had no consistent target framework
• Social performance had little connection to business metrics such as calls, occupancy, and bookings

The opportunity was to turn social from a service layer into a growth and sales asset.

What I Changed

Team & Operating Model

• Scaled the team from ~7 → ~20
• Led hiring and team expansion
• Introduced a team-lead structure
• Built a performance grading system
• Defined differentiated KPIs
• Created promotion criteria and a clearer job ladder

Systems & Reporting

• Built weekly, monthly, and quarterly reporting
• Introduced monthly targets broken into weekly pacing
• Automated performance tracking with ChatGPT and Claude
• Connected social metrics to business outcomes
• Created action frameworks for underperforming pages