In agile project management approaches, Scrum stands out as one of the most popular frameworks, especially in the software development field and high-complexity projects. The fundamental idea of Scrum is to organize work into iterative cycles called sprints, typically lasting two to four weeks. Scrum introduces a set of ceremonies such as sprint planning meetings, Scrum daily meetings, sprint review meetings, and sprint retrospective meetings to facilitate communication within the team and enable adaptation during development. Additionally, Scrum defines new roles within the team: developers who create product increments, a Scrum Master who ensures the implementation of the Scrum framework and removes impediments, and a Product Owner, who is responsible for prioritizing and guiding product development. As the framework is increasingly being applied in Croatia as well, the aim of the research is to explore practices and challenges in product management according to the Scrum framework, focusing on the role of the Product Owner. The research identified key skills and activities necessary for successfully performing the Product Owner role, emphasizing the importance of communication with various stakeholders, understanding the business domain and user and client priorities, and the ability to adapt and make quick decisions. Additionally, the research highlighted the significance of managing stakeholder expectations in software development.