Toosheh
Breaking Barriers with Filecasting Technology
Overview
Toosheh, launched by NetFreedom Pioneers in 2015, is an innovative filecasting technology designed to deliver essential, uncensored content to users in regions with restricted or no internet access, such as Iran and parts of the Middle East. By embedding digital data within satellite TV broadcasts, Toosheh enables users to record content via standard satellite equipment and extract files using dedicated software. This method bypasses censorship and infrastructure challenges, providing reliable access to news, educational resources, human rights information, and more. To support Toosheh, we developed OzApp, a proprietary CMS that automates content discovery, categorization, and packaging, significantly improving operational efficiency and scaling daily content delivery.
Role: Project Lead, Content Project Manager, Product Owner at NFP
Duration: Oct 2015 - Jan 2019 (3 Years and 3 months)
Key Achievements
Oversaw Toosheh's operations, coordinating cross-functional teams in app development, content curation, marketing, and stakeholder engagement to deliver daily content packages to over 200,000 users across the Middle East.
Built and led a team of 8 content aggregators, implementing structured workflows for daily content collection, review, and packaging, facilitating daily delivery of 4 GB diverse content to users, playing a pivotal role in achieving product-market fit.
Led the developement of OzApp, a proprietary CMS, which reduced manual content aggregation efforts by 70%, significantly improving team productivity and enabling scalable operations.
In the Media
Click on the image to read the full article!
“Toosheh isn’t a replacement for the open internet; rather, it’s a carefully curated package, offering a mix of entertainment, education, and human-rights content.”
Toosheh: Content Project Manager (2015 - 2018)
As Content Project Manager at Toosheh, I built an 8-person content team from the ground up during the first year, playing a pivotal role in achieving product-market fit. I established key partnerships and developed efficient content aggregation workflows that became the backbone of Toosheh’s operations. This foundational work was instrumental in positioning Toosheh as the leading satellite-based content delivery platform for censored regions in the Middle East.
Highlights:
Built and led a team of 8 content aggregators, implementing structured workflows for daily content collection, review, and packaging, facilitating daily delivery of 4 GB diverse content to users.
Built and maintained partnerships with over 100 external content providers, including media outlets, NGOs, and educational institutions, expanding the diversity and quality of content.
Established efficient content workflows that supported Toosheh's rapid scaling and enabled sustainable growth, increasing package size fourfold while improving quality with a 50% increase in user satisfaction based on surveys.
Worked closely with the Head of Tech Development to ensure that content needs were addressed in the core technologies product backlog, facilitating alignment between editorial goals and technical capabilities.
OzApp: Product Owner (2016 - 2017)
As Product Owner for OzApp, the CMS that supported Toosheh’s operations, I led the product’s roadmap development and managed the backlog to streamline content workflows and improve operational efficiency.
Key Features:
A complete database of past content
Avoidance of duplicate files
Easy file discovery
Automated download
Content packaging for satellite bundles
Key analytics
Simplifying publisher's content contribution
Highlights:
Led the establishment of a comprehensive roadmap for OzApp, ensuring features met the needs of the content team.
Oversaw backlog prioritization and feature development, optimizing OzApp for content discovery, automated downloads, and analytics reporting.
Led the automation of content aggregation and reporting processes, achieving a 70% reduction in manual workload, enabling the team to handle higher content volumes and reducing errors.
Toosheh: Project Lead (2018 - 2019)
In my last year with NFP and as the Project Lead for Toosheh, I oversaw all aspects of its operations, from content editorial, marketing, and user support to reporting and donor management. This role demanded close partnership with design and product development teams to identify users' pain points and areas for technological advancement and improvement.
Highlights:
Oversaw project’s operations, coordinating cross-functional teams in app development, content curation, marketing, and social media to deliver daily content packages to 200,000+ users across the Middle East.
Led the expansion of the target market to Afghanistan by researching the new market requirements and extending relevant services across content, marketing, and social media, resulting in 10% user base growth.
Played a pivotal role in connecting end users and internal stakeholders with tech development teams through surveys and rigorous feedback collection, driving 25% of delivered features from core technology roadmaps. Products included File Extractor Application, File Viewer Application, and Content Management Software.
Led the team in a critical pivot during the 2018 Iran protests, shifting content to include uncensored news and VPN tools, leading to a sixfold surge in usage.