He began his career in cultural journalism and brand communications, combining an interest in intellectual practices with a systematic approach to working with audiences. He has worked as an editor, creative consultant and strategist, supervising media projects at the intersection of cultural and advertising agendas.  

Since 2024, he has been Editor-in-Chief at Sostav, leading local media outlet for advertising, branding and marketing. He oversees editorial policy, manages the team, launches special projects, develops the tone of voice and is responsible for synchronizing content with the transformation of the advertising industry. He shapes the publication's agenda at the level of key trends, builds systematic work with agencies, brands and professional community.

His texts and editorial approaches have been recognized by Digital Communications Awards, AKMR, Silver Mercury, Tagline, PROBA and Silver Archer. He teaches at the National Research University Higher School of Economics and conducts courses on content strategy, SMM and digital communications for industry professionals.

He is a jury member of leading industry awards, including Silver Mercury, Silver Archer, Lime, WOW awards, and regularly advises creative teams on narrative, structure and meaning.

In his spare time, he runs the telegram channel Fallen Leaves and is raising three children. He considers clarity the highest form of honesty.