- Spearheaded a culture transformation initiative grounded in the concept of antifragility, driving the organization to continuously evolve by embracing challenges and pushing the boundaries.- Successfully implemented a new salary model based on the Mercer framework, transitioning to the Global Grading System (GGS) to ensure equitable and competitive compensation.- Led the redesign of the organizational structure, modernizing human capital management with innovative organizational development (OD) methods.- Launched the "People Experience" concept, creating a seamless and engaging journey for employees from onboarding to career progression.- Revamped key HR processes, including hiring, onboarding, compensation, and benefits, to align with contemporary best practices and enhance overall efficiency.

- Digikala achieved #First_place_to_work in 1400 & 1401 basedon Irantalent & Karboom Employer Branding Survey.- Initiate and Execute D-program (“D-talk” “D-Cast”)The biggest internal Event and digikala’s podcast.- Defining Digikala Open Art project- Designing digikala’s interior design based on Employer Branding - Increase offer acceptance rate- Improvement on People Experience Touchpoints ( Candidates & New-joiners)-Increase No. applicants-Increase candidate experience satisfaction rate- Improvement on Digikala Linkedln page performance:• Increase followers from 71000 (1400)to +110000Increase engagement rate from6% (1400) to 46%- Improvement on Digikala.Life (Instagram page)and reach +35800 organic followers up to now- Increase in DK career page conversion rate 32k unique view per month - Increase employee referralsMain Projects & Responsibilities: EB rebranding with new concept and redesigning assets-Design & execute "Digikala Infinite Bootcamp” to hire tech employees- Plan and execute Employer Brand activities with cultural and technical approach - Track and take action to improve employeeexperience (on employee-life cycle)- Organize events & campaignsDefining BooM project (expert level employer brand program)- Manage social media activities (DK Linkedin page,"Digikala.life" that is the first Iranian HR Instagram redesign and execute "DK Experience Zone”- Implement "Digikala HR Repor 1400"

- Digikala achieved #First_place_to_work in 1399 basedon Irantalent & Karboom Employer Branding Survey.Initiate and foundation Kudos Club (Employee pier to pier Recognition product) in dk teams with 73% engagement rate