Launching Beheshti Carpet’s Marketing Team: From Structuring to Performance Boost

Beheshti Carpet, one of the most reputable brands in Iran’s carpet industry, needed to strengthen and redesign its marketing team to achieve larger-scale sales and growth goals. Initially, the team was primarily focused on artistic and creative aspects, but to reach ambitious sales targets and fully enter the digital landscape, it needed a more cohesive and data-driven structure.

At this point, Platinum Agency stepped in to design a new structure, define workflows, and create balance between the creative and performance-driven sides of marketing. The collaboration resulted in a significant boost in productivity and the creation of a balanced team that excelled both in creativity and in data-driven, performance-oriented decision-making.

Initial Challenges of the Marketing Team

At the start of the collaboration, Beheshti Carpet’s marketing team faced several major obstacles that held back its full potential:

1. Lack of focus on data and performance

The team members primarily concentrated on creativity and artistic output, but there was little focus on data analysis and performance metrics. This resulted in decisions being made without clear KPIs or data-backed insights.

2. Missing digital marketing specialists

With the growing importance of the digital space, the absence of digital marketing and performance marketing experts meant a huge portion of online sales potential was being untapped.

3. High volume of requests from other departments

The marketing team was responsible for handling diverse needs from sales, HR, PR, and even customer communications. Without a clear process to prioritize and manage these requests, the team faced disorganization and excessive workload.

Platinum’s Approach to Redesigning the Marketing Team

Platinum designed and executed a multi-phase roadmap to elevate Beheshti Carpet’s marketing team. This journey began with a specialized evaluation and continued through team structure redesign, hiring key talent, and implementing clear workflows.

Specialized Evaluation and Soft Skills Assessment

To better understand the current team’s capabilities, Platinum conducted a series of technical interviews and specialized tests. Alongside this, the soft skills of team members were assessed.

The evaluation revealed that:

• The existing team was strong in creativity and ideation.
• However, there were serious gaps in performance marketing and data analytics.

Designing the New Team Structure

Based on the evaluation, Platinum proposed a new structure with two complementary pillars:

• Performance & Digital Marketing Team: Focused on target-setting, data analysis, and running performance-driven campaigns.

• Creative & Content Team: Responsible for ideation, visual design, and producing engaging content.

   

Hiring and Onboarding Key Talent

Once the structure was finalized, the next step was to fill critical roles:

• Defined competencies required for each position.
• Conducted interviews with a focus on cultural fit and technical expertise.

Processes and Project Management

To eliminate disorganization and clarify responsibilities, Platinum designed and implemented detailed workflows:

• Developed a content calendar and campaign plans to streamline content production and scheduling.
• Implemented project management tools (Mizito) so that all tasks, campaigns, and reports could be managed within a single platform.

Goal Setting and Performance Measurement

One of the most important steps in redesigning the marketing team was establishing a transparent system for goal-setting and performance measurement, using the OKR framework (Objectives and Key Results).

OKR Implementation

To align team efforts with the brand’s overarching goals:

• Set seasonal and annual targets, broken down into smaller, actionable objectives.
• Defined Key Results (KRs) for each goal, such as the number of incoming leads, conversion rates, and share of digital sales.
• Reviewed results at the end of each period and compared them with pre-set benchmarks.

Monthly Review Meetings and Continuous Improvement

To ensure proper execution and prevent deviation:

• Monthly OKR review meetings were held to evaluate progress and define corrective actions.
• Additional brainstorming sessions were scheduled to discuss market trends and emerging opportunities, keeping the team aligned with evolving digital and advertising landscapes.

Managing Inputs and Cross-Department Collaboration

One of the main challenges was the high volume of incoming requests from various departments such as sales, HR, and PR. This led to inefficiency, duplicated efforts, and excessive pressure on the marketing team.

To solve this, Platinum introduced a task intake structure:

• Centralized task intake system:
   All requests were submitted exclusively through the project management platform (Mizito). Direct, unstructured task submissions were no longer allowed, bringing transparency and traceability to incoming work.
• Clear prioritization:
   Tasks were categorized by originating department, priority level, and deadline. This helped distribute resources effectively and prevented sudden overloads on the team.

Key Achievements of the Project

The data-driven, structured redesign of Beheshti Carpet’s marketing team led to remarkable outcomes:

• 32% increase in team performance over a six-month period.
• Clear processes and transparency introduced through structured workflows and project management tools.
• A balanced team combining creative talent with data-driven performance marketers focused on sales goals.

Conclusion

Beheshti Carpet’s experience demonstrated that marketing team success relies on more than just creativity. It requires strategic structuring, hiring key talent, and continuous performance monitoring.

By designing a new structure, defining processes, and implementing the OKR framework, Platinum Agency successfully set Beheshti Carpet’s marketing team on a growth trajectory, elevating its performance to a higher level.