Punch is a B2C mobile app and web platform with an entertainment video feed and editor for creating music content (a TikTok for musicians in Russia) by SberEntertainment and GazpromMedia. Audience — tens of thousands of creators and viewers.

The project's CPO was transitioning to another product, and someone was needed to take full leadership over the product team and strategy execution.

Lead a team of 5 product managers and cross-functional teams (development, design, analytics, QA), develop the product strategy, and execute the key initiative — a Spotify-style beat marketplace for music creators with a streaming player designed to build a habit of listening to beats for creative inspiration.

Leadership & Management: Took over the product group: 2 product managers, 3 designers, 1 product analyst reporting directly. Indirectly — a project manager and 5 development teams with QA (approximately 30 people). Systematized the group's operational processes.

Beat Marketplace: Designed and launched a beat catalog with navigation by genre, mood, and BPM — the primary tool for creators searching for material for their tracks.

Streaming Player: Built a full-featured player following streaming service patterns with queue, playlists, and recommendations — making beat listening a daily habit.

Karaoke Mode: Launched a new content creation format — users record vocals over a selected beat directly in the app.

Onboarding Optimization: Redesigned the registration and first-time user experience funnel, directly impacting Retention.