Projects
I've split my experience into a few key directions. Here are the most interesting cases of my career.
Content Strategy for Forbes Club
Bringing order to a strong media brand's content: a short outside engagement gave Forbes Club a content-marketing strategy and the marketing team to run it.
Aesthetics of Russian Football: built from scratch
Russian football as visual culture — a media outlet, a studio and a creator community, all launched from scratch with no outside money.
Petank Mini App: vibecoding a club to production
Taking vibecoding to production: a club Mini App with autotests, race-condition guards and 152-FZ compliance, live inside Telegram.
Yandex Go for Business: media, not a corporate channel
Small business doesn't trust ads — it trusts stories. So 'Yandex Go for Business' was rebuilt from a corporate channel into a media outlet: editorial team, real business scenarios, and Zaurych.
Superliga: the aesthetics of women's football
Superliga is Russia's top women's football division — strong play, a growing crowd, no visual identity yet. As lead producer I built one with the studio team: a reel, a 35mm photo series, and words.
Publistery: building a brand-journalism agency
Russia's first brand-journalism agency — editorial standards built into brands. I founded it, raised the round, and grew it to 80 people.
Regional Community Network No. 1: city media at scale
Regional Community Network No. 1 — Russia's largest network of city media on Telegram and VKontakte: 40+ cities, hundreds of thousands of reach a day.
Osnovateli: one newsroom for business media
A business club's media machine — several channels and formats run off a single newsroom.
Marketing Director at News Media Holding
How marketing and PR run at one of Russia's largest media holdings — 20+ brands, a team built from zero, citations up 300%.
Mash Sport: Russia's first sports tabloid
The first sports tabloid in Russia — I launched Mash Sport from scratch in 2024, from the name to the distribution, and built it into the sports vertical of the Mash media holding.
Creative Work in Football: a career hub for creators
A Telegram career hub, 7,750 strong, where young creators find work in football — and clubs, sports media and brands find the people to make it.
Aesthetics of Russian Media: floristics as language
Aesthetics of Russian Media (ARM) is my independent outlet on the Russian media market — and its visual language, built with designer Alyona Meshcheryakova, grows out of floristics.
ACHBD (What Comes Next): media on Russia's tomorrow
ACHBD (What Comes Next) — a media outlet on how Russia's industries, society and market are shifting, with a product newsroom and an interactive craft map of the country.
Russian Cup Final 2022: a promo for the RFU
The season's biggest match — a record crowd and real electricity. A Russian Cup Final 2022 promo for the RFU: 70,000 at Luzhniki, through the aesthetics of detail.
A brand platform for Swimming School No. 1
A brand platform and comms strategy for Swimming School No. 1, built around the one thing parents buy on — trust — and a five-stage customer journey.
Ekomilk: stop-motion that stops the scroll
For nearly three years Ekomilk's social grew 100% year over year — carried by regular campaigns and one ownable trick: hand-shot stop-motion that pulled people into the product.
LaLiga Academy: a franchise media launch
LaLiga Academy — a franchise of Spain's LaLiga football academy; its media launch in a new region was built from scratch: social brand and first promo campaigns.
Khoroshkola: media for German Gref's school
Khoroshkola is German Gref's flagship school, and in 2017–2018 I built its media as a system — content, visual standards and communications.