Category: Community

For the past months, multiple teams across SiteGround — engineers, designers, product managers, QA specialists — have been tirelessly working toward a shared goal: the launch of our Ecommerce Platform. It started with a complete redesign of our Website Builder with a grid-based drag-and-drop editor that gives users full creative control over their site, and on top of it, they layered a full set of tools for online store building and management. Why? To let anyone go from zero to a working online store without plugins, third-party tools, or weeks of setup. On March 17, both went live.

True to our mission to help anyone, anywhere, manage a complete online presence with ease, we built both platforms entirely in-house, from scratch. But how did we make it happen? We asked the two main leads behind the development: Hristo Pandjarov, Product Innovation Director, and George Penkov, Engineering Director. 

What was the single biggest bet we made with the Website Builder & Ecommerce Platform, the one decision that shaped everything else?

Hristo: Honestly, it was our decision not to compromise on quality and excellence, regardless of how much development that required.

In the early stages of planning and development, we explored using existing solutions, but we quickly realized that nothing available would meet our needs or deliver the architectural quality we required. So we started from scratch and built on the knowledge we’ve gathered over two decades of hosting websites at the scale and quality we’re known for.

What does ‘from zero to launching an online store in hours, not weeks’ actually require on the engineering side?

George: Having been in web development for 20+ years, it still amazes me how many setup steps are now engineered away: like getting an SSL certificate, setting up DNS records, installing a CMS, and many more. And that’s before you even think about content. Nowadays, even choosing a domain name is simplified with the power of AI. A couple of clicks and you have a fully set-up website. But on the engineering side, all the steps users used to do manually still need to happen.

To build this seamless experience, we built our Ecommerce Platform on top of SiteGround’s already optimized hosting infrastructure— the same one powering over 3 million domains worldwide.

So, we had the infrastructure in place, then it was all about the content. Underneath our simple Ecommerce Builder, where you choose a ready-made template and customize every element to your liking, sits a robust page-editing and rendering engine. We designed its persistence model to prioritize a mature desktop application feel with keyboard handling, undo/redo stacks, zero latency, and generative AI support. Imagine editing a Google Doc, but for your entire website – everything feels instant, you can undo any mistake, and AI is right there to help.

And finally, on top of all that, comes the e-commerce set of tools, including product management, order management, customer profiles, analytics, marketing, shipping, payments, taxes, and more. Implementing all of those features is a monumental engineering effort, and at the same time, the UX is just as critical — because if a user can’t navigate their dashboard, every store update becomes a headache. We are tackling this challenge with several layers of systems to help. Most of the focus is on the initial steps: a templating feature to give you a complete website in a click, a guided tour through your first steps, and we will soon add a very helpful AI assistant that can handle most tasks across the entire vertical with just a prompt.

What’s the hardest problem your team solved that users will never even notice?

Hristo: Our biggest challenge was to strike a balance between maintaining the platform’s simplicity and adding all the necessary functionalities. That’s something a lot of other platforms neglect as they ship countless features, and, in the end, website owners are stuck with an overly complicated interface. 

George: The fluidity of actually using the Website Builder and E-commerce Platform. Users see a desktop app-like experience — instant previews when dragging the color picker, responsive undo and redo, and complex tasks like dragging, resizing, and arranging elements that feel as smooth as using a graphic design tool. That fluidity was essential, and it took serious engineering effort to achieve. We didn’t just need to make it work — we needed to make it feel effortless, so there’s zero frustration when building a site.

We have more features coming soon that will streamline online store management even further with a helpful AI assistant that can handle most tasks across the entire workflow with just a prompt.

With all the platforms for online store building, why did you decide to build one as well?

Hristo: For the past 20+ years, we’ve been striving to empower small businesses and entrepreneurs to succeed online. We saw that in the landscape of tools, many focus on a rich set of functionalities that overwhelm users, and instead of simplifying processes, they create more bottlenecks. So we focused our efforts on simplifying and streamlining each of the e-commerce business pillars: product management, payments, deliveries, and taxes. This way, we strive to make it easy for anyone without a technical background to build a fully functional website on their own. Our main goal was to support businesses by letting them focus on generating revenue rather than managing their websites.

Our mission is the success of our clients

This launch isn’t just about a new platform. It’s about enabling people all around the world to achieve more without dealing with the technical complexity. Because there are no bad business ideas — just ones that never make it past the idea stage.

If you want to be part of a team where every decision enables millions of users around the globe to create their successful online business, apply to our open positions.

Building a strong team spirit and a genuine sense of belonging is never easy. When SiteGround first started, we were a small but ambitious team with a true startup mindset. But how do you preserve that same closeness when there are more than 550 experts, spread across different countries, teams, and generations? That challenge rests largely on the shoulders of our Events team – the people who craft experiences that bring our global community together.

Their work shines brightest during our Team Festivals – the moments when the entire SiteGround family comes together. Today, we’re taking you behind the scenes for an exclusive look at how it all comes together. Meet our Events Managers, who recently led our latest Team Retreat – a special event that unites 500+ SiteGrounders to share hobbies, learn new things, spark ideas, and truly connect.

From wild logistics to heartfelt teamwork, it’s clear that every event has its surprises. Here is how our events look like: 

We sat down with them to learn what it really takes to shape SiteGround’s culture through events, and how their roles have evolved as the company has grown.

Q1: To set the stage, what’s something about your job that would surprise people?

Ramelina: I guess it would be the fact that I never get tired of my work. Every time I’m organizing an internal event, I’m genuinely excited to see my colleagues’ smiles. That excitement keeps me going—I’ve never felt exhausted, even when I’m holding flower scissors in my hand, removing vinyl from fences after only three hours of sleep. I truly love every minute of it.

Stanislava: The best thing about organizing events is that you never know what wild idea or unexpected task you’ll get involved in. For example, last year for our Team Festival, we had to find 30 huge water tanks to create a light installation, which led me to research where to rent water containers from! This year, we brought a giant floating SiteGround logo all the way to Greece and installed it in a pool. People are often surprised that all of these diverse projects are handled entirely in-house. And honestly, that’s one of the things I love most about being an Events Manager.

Q2: But beyond the behind-the-scenes hustle, how do these experiences actually shape SiteGround’s culture?

Ramelina: When you look at typical team-building photos or videos from different companies and then compare them to ours, you instantly see the difference. Our motto, “Never Bored. Never Boring.” isn’t just a marketing slogan, but a true reflection of who we are. Everything we create is by us, for us, driven by the creativity and enthusiasm of our colleagues across departments. That’s what makes our events so authentic and full of energy.

Stanislava: SiteGround’s annual Team Festival perfectly captures our team spirit. It brings together collaboration across many departments – Designers, Office managers, IT experts, Social media team and Creative teams, Accounting, Legal, and more. During the festival, it’s our own team members who lead the main workshops like 3D printing, electronics, handicrafts, sports activities, and many others. Despite everyone’s different day-to-day roles, we all become part of the ‘festival crew.’ This approach allows us to create something truly special, and everyone can feel it.

Q3: What’s one story from an event that perfectly captures the spirit of teamwork here?

Ramelina: One story? Impossible. There are dozens of them. However, the fact that we gather every year for a team photo, with all 500+ people coming together, and we’re still not bored from calling out “SiteGround” with broad smiles, speaks for itself. 

Q4: How do you measure the success of an internal event? 

Stanislava: There are many common event metrics like attendance rates, social media engagement, or post-event surveys. However, since events are inherently emotional, I prefer to focus on the energy that lingers afterward. What I see is people buzzing with excitement – sharing videos, photos, and stories.

And perhaps most importantly, our festivals often spark new friendships. This is especially important for new colleagues, who instantly feel included and connected. I know that from personal experience. When I joined SiteGround, it was just before a team event, and it helped me feel at home from the very start.

Q5: As SiteGround continues to grow, how have the challenges you face as an organizing team changed?

Ramelina: When there were fewer than a hundred people, it was easy to think about what everyone might enjoy. Now, with more than 500 colleagues, we have to focus on what will appeal to the majority, while still making sure each person feels included and seen. That’s a tough balance to strike. But because our events are created by us, for us, and always infused with positivity, the result is inevitably something special.

Stanislava: With such a large and diverse team, it’s impossible to match everyone’s taste in a single event, especially when it comes to the music lineup. But the beauty of SiteGround’s diversity is that it brings so many hidden talents together. So we turn the challenge of diversity into an advantage by including our own colleagues in the lineup. For example, our amazing rock band, made up entirely of SiteGround team members from Tech Support, AI Development, DevOps, and QA teams, rocks the stage every year. We even have DJ sets performed by one of our Product Owners! And one more from the Customer Care team! 

Q6: What is the biggest value of investing in memorable internal events?

Ramelina: Truly great internal events are a refreshing boost to our work-life balance. That’s why our team-buildings include a bit of everything – opportunities to learn something new, connect with nature, sing and dance, show your talents, and share your favorite hobbies. You even forget about your smartphone entirely and just enjoy being present with your teammates in real life.

Stanislava: SiteGround events remind me, and hopefully everyone, just how amazing the people we work with every day really are. They’re one of the things that truly set us apart because we pour our hearts into them, just like we do when creating our products and services. In the end, it’s these moments together that genuinely restore my faith in community and humanity in general.

We’ll leave you with a glimpse of the fun: check out our party photo gallery! And here’s a final thought from Ramelina that perfectly captures how our events shape SiteGround’s culture: “Creating only for work doesn’t work for long. You have to play. It’s a voyage, not a destination.”

P.S. Don’t forget to check out our Expert Spotlight series to get an inside look into different SiteGround departments!

Every day, our clients trust us with the digital spaces that power their businesses, passions, and dreams. And behind the scenes, there are experts who make sure those dreams keep running smoothly, even when unexpected challenges arise.

Meet one of those experts — Nikolay Tonchev, a Technical Support Agent in our Customer Success team. Known for his calm approach, creative problem-solving, and knack for turning difficult situations into positive outcomes, he ensures our clients feel supported every step of the way. Keep reading to have a peek into the backstage world of SiteGround teams. 

If you had to explain your work to a 5-year-old, how would you do it?

“Imagine a big toy store where kids come to play. I’m like a special helper in this store who can fix small problems, like putting in new batteries or showing how to make a toy work. But sometimes, there are bigger problems that need extra care, or kids want to make their toys even cooler with upgrades like adding a shiny sword to a robot. That’s where I come in! I’m like a Toy Doctor and Toy Guardian who makes sure everything works, adds improvements, and keeps things safe for website owners around the globe.”

What do you love most about what you do?

“What I love most is that working on different cases doesn’t happen by the book. You shouldn’t fit in a frame. You have the freedom to face problems with your own skillset in the way you are truly yourself. There are indeed general good practices to follow; however, each case pushes you to find your own approach to it.”

Advice for someone just starting in your career?

“Embrace the opportunity to step out of your comfort zone. Discover something you love doing and take it one step at a time to excel at it.”

Favorite work hack?

“Automation! If there is one thing I consider a ‘hack,’ it’s automating repetitive tasks, as it saves valuable time for pursuing more complex cases.”

What 3 qualities does someone in your shoes need to have?

“The three qualities I prioritize are staying curious, being open-minded, and paying close attention to the tasks at hand.”

A tough interaction turned positive?

“A few years ago, I had a client whose domain was registered with another provider. We had already migrated their website to SiteGround, but they still needed to point their domain to our platform.

Not realizing the domain name was not transferred to us, he saw it listed for auction with his previous provider and panicked. The client was almost ready to bid for it and try to “buy” it from their previous provider, but we cleared it out  – it’s just that their previous provider offered the option to auction any domain registered with them. To prevent future mix-ups, they went ahead and transferred the domain to SiteGround as well. Once everything was sorted, we had a good laugh about it.”

What’s your go-to recharge activity outside of work?

“One activity that has consistently refueled my energy is cooking (pun intended). On sunny days, I enjoy heading outside to explore the city on my electric unicycle or staying in to practice my drum skills.”

How do you keep your work fresh and motivating?

“To keep my work exciting and maintain a healthy work-life balance, I make it a priority to regularly disconnect from the digital world with walks in nature, exploring places like serene waterfalls and lush forests. This way, I recharge and return to the office with a clear mind and a positive attitude.”

What is it like to work at SiteGround?

“Thanks to SiteGround, I’ve met many motivated and talented like-minded people. Over the years, I’ve built lasting friendships, thanks to the wealth of knowledge and the incredible atmosphere. I truly enjoy being part of a community that values and appreciates my efforts.”

Stay tuned for the next Expert Spotlight, where we’ll continue sharing the stories of the experts who make SiteGround a place where clients and their dreams can thrive.

Last summer, we tried something new. This summer, we did it again – and it felt even more special. For the second year in a row, our summer academy “SiteGrounder for 3 Days” brought the children of our employees into our world.

For three days, they weren’t just visitors. They became creators, explorers, and debaters of tomorrow. Thirteen teenagers, aged 14 to 19, joined us at our office. Together we explored technology, creativity, and the values that shape the future.

We loved watching their curiosity grow. 

On the first day, the teenagers explored “The Evolution of Skills” by experimenting with the SG AI Web Apps Generator to build personal web applications from scratch, used their creativity in AI-powered art workshops to create logos and banners for their businesses, and engaged in thought-provoking discussions about AI ethics – covering everything from deepfakes to data privacy. As one participant perfectly captured it: “The whole AI idea was very good. I liked it mostly when we had the option to build and edit things with AI – websites, businesses, logos, and pictures.” This feedback truly reflects the hands-on, creative approach that made our event so successful.

“At SiteGround, we work with advanced technology every day, but seeing how fresh eyes approached it was inspiring. They reminded us that technology is not just about tools. It’s about imagination”, shared Daniel Kanchev, SiteGround Product Development Director.

The second day was about conversation and challenges. Participants focused on “Humans vs AI Agents” and got hands-on experience with SiteGround’s AI tools, learning how AI can support rather than replace human work. The group then dove into an intensive debate skills workshop with the BEST Foundation, developing their critical thinking and public speaking abilities – skills that will be more crucial than ever in the AI era. “The debate was my favorite part”, one teenager shared. Another added, “The discussions about AI made me think about things I never thought about before.”

Their honesty impressed us. They didn’t just accept ideas; they questioned them. They asked: What role should AI play in our lives? How can we make sure business also cares about people and the planet? We organize such events because, as Gloriya Ilieva, Senior HR Generalist and organizer of this initiative, mentioned, “the curiosity and imagination of young people truly have no limits – they asked provocative questions, generated bold ideas, and showed genuine passion for technology. It’s incredibly inspiring to see the next generation preparing for the future with such enthusiasm and critical thinking.”

On the final third day, the teenagers put their newly acquired debate skills to the test in practice sessions before joining our panel discussion “Will AI Replace Your Job?” Here, our SiteGround colleagues shared invaluable insights about the evolving job market and future career opportunities.

In those moments, we saw more than skills. We saw confidence growing. We saw friendships forming. And we saw a new generation stepping into the future with courage and care.

At SiteGround, we believe that learning never stops. When we empower young people with skills and values, we don’t just prepare them for jobs. We prepare them for life. That’s why SiteGrounder for 3 Days matters.

As one of our mentors left on the last day, she overheard a student say, “I didn’t expect this to be so fun.” That single line was the best feedback we could ever receive.

At SiteGround, we believe the greatest impact on the future comes from investing in the people who will create it. That’s why we support the Institute for Computer Science, Artificial Intelligence and Technology (INSAIT) and its EXPLORER program – an initiative that gives bachelor students with a passion for informatics, AI, and deep technologies the chance to step into the world of AI research and development.

The program combines academic training at the Faculty of Mathematics and Informatics at Sofia University with research work at INSAIT. Students not only attend their courses at FMI, majoring in “Informatics,” while also working on some of INSAIT’s projects, but they also gain real practical experience early in their careers through summer internships in leading technology companies. Among the participants in EXPLORER, two matched our requirements for a summer internship at SiteGround – Nia Dimitrova and Nikolay Georgiev. With their background in mathematical linguistics and a focus on natural language processing (NLP) and large language models (LLMs), they joined our AI development team this summer as interns.

Talking to them makes one thing clear: the future of AI isn’t a distant vision. It’s unfolding now through their curiosity, ambition, and the projects they are already building.

Discovering a Passion for AI

When asked what sparked her interest in AI, Nia doesn’t hesitate:

I have always been interested in maths and informatics. What I love about AI is that you will never know enough about it—every day there is new research, a new study. It keeps you awake and gives you the opportunity to learn throughout your life.”

For Niki, it was the accessibility of computer science that drew him in at first, and AI made that journey even more exciting:

Inside INSAIT: Learning Beyond the Classroom

For Nia, INSAIT is more than a place of study: “It gives you the chance to do research during your studies and to meet very talented people. It’s a rare opportunity to grow surrounded by such inspiring minds.”

Niki agrees, pointing out how collaboration fuels progress: “This is an opportunity to observe and be part of research as it’s being shaped. AI is growing so fast that no single person can grasp it all. Being in teams of like-minded researchers and professionals is essential for everyone’s growth.”

The Future of AI Through Young Eyes

When looking ahead, both interns share a refreshingly hopeful perspective. Nia sees AI as a force for good: “I think AI’s future is bright, and it will be used to help people.”

Niki imagines a world where AI becomes as fundamental as electricity or the internet:

Why SiteGround Invests in Young Talent

At SiteGround, creating technology that empowers people also means empowering those who will shape tomorrow’s breakthroughs. Supporting INSAIT’s mission and welcoming young talents like Nia and Niki into our teams is part of our broader commitment to education, innovation, and the future of AI.

Because building the future isn’t just about writing code, it’s about nurturing the minds and ideas that will define what comes next.

We are thrilled to share some wonderful news: for the fourth time, SiteGround’s Customer Success team has been honored with a Bronze Stevie® Award in the Customer Service Department of the Year category in The 22st Annual International Business Awards®. 

This is the fourth time our customer success team has been recognized for its excellence by the The International Business Awards! In 2020 we were both voted Favorite Customer Service in the People’s Choice Stevie® Award, and awarded the Silver for Customer Service Department of the Year in the Computer Hardware & Services category. In the two consecutive years, 2023 and 2024, we won the Bronze Award in the Customer Department of the Year category.

With more than 3,800 nominations from 78 countries this year, being recognized again places us among the best of the best worldwide, and we could not be prouder. This recognition is more than just a trophy on the shelf. It is a celebration of the heart and soul our team puts into every single customer interaction. 

As one of the jury members wrote in their evaluation:

“SiteGround has successfully transformed its Customer Care model into a proactive, AI-enhanced Customer Success strategy. By combining human expertise with smart technologies, the team delivers personalized, multilingual support and anticipates customer needs.”

This quote captures something very close to our philosophy at SiteGround. Yes, we are proud to be innovators, and in recent years we have been carefully integrating AI in our support processes, while strengthening our human touch at the same time – making our service faster, smarter, and more proactive. But what truly sets us apart, and what our customers feel every day, is our genuine care and attention that we put in every interaction. This fourth Stevie® recognition is a testament not just to the technical expertise of our Customer Success team, but to their empathy, resilience, and the way they bring SiteGround’s values to life.

Reneta Tsankova, our Chief Operations Officer, put it beautifully:
“Awards are wonderful, but what matters most is the trust and gratitude we earn from our customers every single day. I am endlessly proud of our customer success team for combining innovation and humanity in a way that truly makes a difference. This Stevie is a recognition of their heart, their skill, and their unwavering commitment to excellence.”

Details about The International Business Awards and the lists of Stevie Award 2025 winners are available at www.StevieAwards.com/IBA. 

Have you ever opened a website or app and felt like everything just flows – every click leading naturally to the next, like a smooth sail on a Summer day? That seamless experience doesn’t just happen. The truth is there’s a team of people, all pulling the ropes with lots of thinking and testing behind the scenes, so that you feel that breeze of ease in every click.

In this edition of Expert Spotlights, we’re excited to introduce one of the people in charge of designing these experiences throughout – a talented Product Designer on our SaaS product team, Daniela Borisova. She is constantly helping real people around the world on their journey to launch their dream site and succeed online with ease.  

Tell us a bit about what you are currently working on?

Currently, I’m working on SiteGround’s Website Builder, which aims to empower small business owners to launch their websites and grow their businesses. I love that we serve as the bridge between individuals who have the courage to launch their dream business and their customers, who will be the power that keeps it going. I’ve always believed that being a product designer is a very powerful and responsible position, as your solutions can have a direct impact on people’s dreams. It is so exciting!

What sparked your love for Product Design?

To be honest, I never imagined I’d become a Product Designer. I studied at the National Academy of Arts, aiming for a career in the arts field, but during my final year, I realized it no longer fulfilled my need for self-expression. That’s when I started exploring graphic design, but it was a weekly web design class in my last semester that changed everything. The incredible teacher introduced me to a world beyond visual design, showing me that web design involves much deeper and complex considerations. 

One story she told stuck with me. It was about how she was designing for an Arabic brand, where the team had to deeply understand a culture so different from their own. This story about how product designers need to immerse themselves in others’ lives and cultures left me inspired and curious. Later on, after a friend’s encouragement, I completed a series of design courses, worked pro bono, and eventually, after many ups and downs, got my first UX design role five years ago.

How is working the job different from studying about it?

The reality of working as a product designer is quite different from the academic one. This is something I always talk about when mentoring aspiring product designers.

When we study product design, the cases are usually idealised, where companies have no boundaries in terms of time, budget, and legacy. It’s not impossible to design “by the books”, but the truth is, when you join a company, it already has an existing product, and it comes with its own challenges. Often, schedules are tight, and design depth is accumulated. We as designers need to learn how to navigate this dynamic and look at it as an opportunity to make decisions quickly and perform faster, smaller iterations.

Another misconception is that the research, design, and development process is streamlined and linear. In reality, it’s not always like that, and that’s OK. When I started as a Junior Designer, I also had this belief, and it took me some time to embrace the dynamic environment and create a process that works for me.

You mentioned mentoring, can you share a bit about that?

I’ve always felt the urge to share my knowledge with those who might benefit from it, yet an inner voice often whispered, “What if it’s not good enough?”. 

Last year, I decided to challenge myself and accepted an invitation from one of the major Universities in my home country to deliver a lecture on contemporary art, choosing a topic of my interest. Speaking in front of students and educators, including PhDs and professors, was a transformative experience. The room was full, and I was pleasantly surprised by the audience’s keen interest. This led to an invitation to make it an annual event. Even right now I’m working on the next one I’m about to lead. 

Overcoming my fear made me realize that people are eager to listen to my insights. I was also a guest lecturer at the university where I received my design education, conducting a seminar attended by almost 400 people!

The biggest lesson I’ve learned from this series of events is to never underestimate your knowledge and to act regardless of your insecurities. 

Speaking of lessons, which are the three qualities a successful Product Designer should have?

To me, the three most important qualities are:

1. Be open to feedback and collaboration
2. Be attentive and dive deep into the problems you are solving
3. Be adaptive to changing environments. 

I think that it’s fairly easy to learn a design tool or even coding with all the information we have nowadays, not to mention AI. But it’s not that easy to understand a complex problem with all its constraints or to accept that a design idea that you absolutely love might not always be the most appropriate for the business need. We need to be able to listen, leave our ego aside, and be open to anything. I deeply believe in being a good colleague and a person that others will love working with will take you a long way.

You mentioned AI, can you share whether you think AI has any place in Product Design? 

AI is a powerful assistant that can boost productivity and creativity when brainstorming ideas, the initial research phase, and many other activities. But it can’t replace a real human in solving complex problems and taking many aspects and constraints into account. We should not forget that we are building products for people (until we start doing it for AI agents as well).

Is there a go-to approach you rely on in your daily work?

I definitely believe in the “tried and trusted” processes. I always start my work by doing research on how other people solved similar problems to mine, because the existing solutions out there are what our users are using and are familiar with, have spent time with, and tend to search for similar solutions. It’s not me who claims that – it’s Jacob Nielsen (Jacob’s law).

In the design field, there is a very fine line between creating something that feels natural and innovation. Users don’t want to spend time navigating a steep learning curve for new products, so giving them already working patterns is helpful in making them feel confident.

How do you manage to stay creative and maintain your work/life balance?

The most important aspect of staying creative is bouncing ideas off my teammates. Everybody has different knowledge that can help you develop an idea and find the right solution.

As for work/life balance, it is very important for me to physically and mentally differentiate my personal space from my work space. Actually, my best office hack is to always “unwind” after work with a good workout. My advice is just move, regardless of the activity – you’ll feel great afterwards.

And during the weekends, I try to disconnect by learning new things and researching contemporary artists, practicing different sports, and going on long walks. I often joke that if you forget what you’ve been working on before the weekend, then you really had a good rest.

Finally, what’s the next big thing in your field of work that you’re excited about?

I am excited about diving deeper into our portfolio of products, contributing my expertise, and making a positive impact. There are amazing things to come at SiteGround, and we are working passionately to make them happen, so stay tuned.

You may know SiteGround as a technology company offering fast, secure, and reliable hosting and SaaS solutions for building, managing, and growing your online presence. But behind every tool and service is something even more powerful: a team of experts.

These experts are the heartbeat of our innovation, constantly shaping the products and experiences our customers rely on every day. Now, we’re launching a new series, “Expert Spotlight,” to present the brilliant minds that power your success.

Inspired by our dedication to doing everything with care, we decided that the first edition is not only about technical breakthroughs but also about care, dedication, and the human connection that defines everything we do.

At any hour, whether it’s a panicked midnight call or a mid-morning hiccup, someone at SiteGround is ready to help. That’s usually our Customer Success team: the frontline experts who keep your digital world running smoothly, with empathy, precision, and deep technical know-how.

Meet Dimitar Vasilev, a Customer Success Representative who constantly helps our clients achieve online success. His dedication has earned him the top spot as ‘Representative of the Month‘ seven times in the past year – an achievement driven entirely by outstanding customer reviews and ratings.

What do you love most about what you do?

With so many positive customer reviews, can you tell us what you think is the secret to making every interaction with a client a positive one?

I have these few “rules” I always remind myself about:

1. Listen to the client. Make sure you understand their request in depth.
2. Make a connection. The more comfortable the customer feels, the better the conversation will go.
3. Keep the customer up to date so that they know that their case is being actively looked at.
4. Be straightforward. Using plain words will allow the other party to better understand the situation.
5. No matter what the case is, stay positive, encourage and acknowledge any win, big or small success. It’s important that customers feel supported and trust our company in the long run.

What 3 qualities does someone in your shoes need to have in order to be good at what they do?

Dedication. Flexibility. Persistence.

What did you wish people knew about your work?

Your funniest client support situation?

I had this one client who, after every single message, would ask, “Are you there?” At first, I reassured them a few times, “Yes, I’m here!”, but eventually, I decided to lean into it and said, “I’ll always be there for you.”

Once we wrapped up the case, I thought I’d help lighten the mood. I asked if they’d like to hear a joke, and they said yes. So I hit them with: “Are you there?”
They laughed, and I even got a marriage proposal. I guess commitment really goes a long way.

What’s one thing people would be surprised to learn about you?

Is there anything we didn’t ask, but you wish to add?

I was inside my comfort zone for many years until I met my wife. She has always been my motivation, and thanks to her support, I was able to change my life for the better. I did change the country, my job, plus we have the cutest daughter. My other half always believed in me! If there is someone in your life you deeply care about, let them know, and don’t forget to remind them about it. This encouragement may be all they need – and you yourself, too.

How do you balance work and personal life?

Basically, my priorities are: when working, focus on work, and when I go offline, my focus is my family. From biking to playing computer games (yeah, my wife loves watching me do that), I have different hobbies to help me unwind, and that’s very important in order to be able to do good work after.   

Stay tuned for the next editions of Expert Spotlights, where we introduce you to the people behind SiteGround ‘s technologies.

This March, we’re celebrating International Women’s Day by exploring the “soft” qualities that make women thrive in the tech world. Welcome to part three of our series #SoftPowerIsOurSuperpower, as we’re introducing four women, each one from a different SiteGround department to share with you how they transform common stereotypes into superpowers. 

Keep reading to meet up close Valentina Hadzhiyska, QA Engineer; Lina Asenova, Affiliate Manager; Rumina Mateva, Product Marketing Manager, and Yoana Yosifova, Customer Service Representative. 

Q1: Which stereotypically “soft” powers of yours do you consider your strongest qualities and why?

Lina, Affiliate Manager: “One of my strongest “soft” powers is communication – I can talk to just about anyone about anything, from the latest makeup trends to the mechanics of rocket science. I genuinely enjoy learning about different topics, which makes it easy to connect with people. But more than talking, I listen and adapt. Talking about adaptability, one of the biggest advantages I have is that change doesn’t scare me, it excites me. Whether it’s a completely new environment, a curveball in life, or a challenge I wasn’t expecting, I’ll roll with it and move forward with confidence. Finally, as a woman I thrive in time management. With a million things happening at once – and without a cloning machine – I’ve had to master the art of keeping it all together. Prioritizing tasks, staying focused, and getting things done without losing my sanity is a skill… and maybe a little bit of magic.”

“One of the strongest qualities in my day-to-day job as a customer service representative is empathy. When someone reaches out because their website is down or experiencing issues, they’re often stressed, frustrated, or even panicked. It’s only natural to me to try and put myself in their shoes and be patient so I can reassure them that together, we can find a solution.” – Yoana, Customer Service Representative

Rumina, Product Marketing Manager: “I naturally gravitate toward emotions and storytelling, which helps me make ideas more relatable and engaging. I’ve found that when you frame a message in a way that resonates emotionally, it sticks with people. It’s something I’m always working to refine, but I’ve seen how powerful it can be in shaping how products are perceived and adopted.”

Q2: How do you turn a stigma into an opportunity?

“Stigmas often stem from underestimation. Often, what’s seen as a weakness is just something that hasn’t been fully understood or valued yet. For example, emotions in business are sometimes seen as a distraction, but in reality, they’re what drive decisions. By focusing on how emotions shape behavior, I’ve been able to approach marketing in a way that feels more natural and human.” – Rumina

Lina: “One of the most persistent stigmas about women is that we’re too emotional – like it’s a flaw. But in reality, and especially in affiliate management, it gives me an edge. I don’t work with just data and numbers – I work with people. Understanding their needs, motivations, and challenges helps me build trust and create meaningful relationships.”

Q3: What makes a woman particularly great at your job?

Yoana: “From my experience, customers don’t just want a fix- they want to feel heard and understood. Women’s ability to sense emotions and assess situations from a human perspective makes us exceptionally effective in this role. Additionally, women are natural multitaskers, capable of managing multiple issues at once while maintaining the high quality of our amazing support.”

 “Women notice and remember everything, and I mean… everything. And yes, that includes something you said ten years ago. But here’s the thing – people love to feel seen and remembered. When you’re constantly working with partners remembering their business goals, a conversation from months ago, or even how they take their coffee, matters. These details are what builds trust and turns connections into real human relationships.” – Lina

Q4: If you could give one piece of advice to your younger self, who was just starting out, what would it be?

Rumina: “I’d say to trust the learning process and not stress so much about getting everything right from the start. The best insights come from experience, and it’s okay to take time to figure things out. So, trust the power of your instincts and don’t be afraid to lean into what makes you different—that’s where the best ideas come from.”

“Women are great at balancing technical skills with good communication, fostering teamwork, and bringing diverse perspectives. If I could go back and give my younger self one piece of advice, it would be, “Trust your instincts and speak up — your perspective is valuable from day one.” – Valentina

Yoana: “When I first started, I sometimes felt the need to prove that I could handle technical challenges as well as anyone else. However, over time, I realized that my ability to empathize with customers, communicate clearly, and solve problems efficiently was just as valuable as deep technical knowledge.”

And that’s a wrap of our #SoftPowerisOurSuperPower series. In the course of our interviews with 13 remarkable ladies from various SIteGround departments, we showed you all the little and soft aspects that make women truly thrive in the tech world. 

If you missed part 1 and part 2, check them out now for even more inspiration. 

Don’t forget that your success depends on the place and culture you find yourself in. So, in case you’re ready to join a team, where everyone is empowered to own and develop their own strengths, head to our open positions and join us so we can grow together.

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SoftPowerisOurSuperpower: How Women Thrive in Tech | Part One

SoftPowerisOurSuperpower: How Women Thrive in Tech | Part Two

This March, we’re celebrating International Women’s Day by exploring the “soft” qualities that make women thrive in the tech world. Welcome to part two of our series #SoftPowerIsOurSuperpower, as we’re introducing four women, each one from a different SiteGround department to share with you how they transform common stereotypes into superpowers. 

Keep reading to meet up close Nadezhda Gavadinova, Senior Motion Designer; Desislava Koleva, Front-End Developer; Stela Kostadinova, Social Media Manager; and Sonya Terzieva, HR Business Partner.

Q1: Which stereotypically “soft” powers of yours do you consider your strongest qualities and why?

Stela, Social Media Manager: “Being social and emotional has helped me communicate effectively with colleagues across teams. Marketing is never a one-man show, so finding common ground and truly understanding different perspectives is the make-or-break moment for every marketing campaign.”

“Active listening – because it forms the foundation of effective communication and relationship-building. And It helps me better understand people. Employees come to HR with diverse needs – whether it’s related to job satisfaction, career growth, or personal challenges. When people feel heard and understood, it fosters an open, honest workplace culture where everyone is comfortable sharing their thoughts and concerns.” – Sonya, HR Business Partner

Dessy, Front-End Developer: “Empathy is what helps me genuinely connect with my team and see the world through their eyes. Even though I may seem quieter in meetings, I use that time to listen deeply and contribute thoughtfully. Also, some may call me emotional both in and out of work, but I try to embrace it as a gift that makes me more collaborative and supportive.”

Q2: How do you turn a stigma into an opportunity?

“In a judgemental world like ours, it’s imperative to remember to stay confident and true to yourself despite the stigma and slowly but surely transform it into a powerful motivator to exceed expectations. In other words, I think it’s a chance to prove to the world that competence and ability know no gender boundaries.” – Dessy

Sonya: “In HR, stigmas often label us as mere rule enforcers. I turn that around by prioritizing engagement and culture-building. By showcasing HR as a strategic partner, I transform misconceptions into opportunities that drive both employee satisfaction and business success.”

Q3: What makes a woman particularly great at your job?

Sonya: “Women excel in HR because of our high emotional intelligence and empathy. These skills allow us to foster a positive workplace culture and effectively navigate conflict, creating environments where every employee can thrive.”

“Patience is essential. In motion design, it takes both patience and creativity to plan and implement projects. Whether it’s perfecting every keyframe’s easing or brainstorming on an eye-candy transition, the ability to stay calm and focused makes all the difference.” – Nadezhda

Stela: “Creativity and emotion are often seen as weaknesses in the workplace. But in marketing, these qualities are key—they allow us to evoke strong feelings and think beyond conventional boundaries, leading to campaigns that truly resonate.”

Q4: If you could give one piece of advice to your younger self, who was just starting out, what would it be?

Nadezhda: “Don’t let anyone dim your ambitions. Trust the process and stay consistent.”

“Speak your mind. You owe it to yourself to voice your idea out loud because it always could be the winning idea or your next opportunity to receive feedback that will help you grow.” – Stela

Dessy: “Stay resilient and never lose trust in your abilities. Hard work and dedication will eventually blossom into success.”

In these stories, a powerful narrative unfolds—a journey where every “soft” quality is redefined as a cornerstone of strength. From embracing open communication and creativity to transforming stigmas into opportunities and championing resilience, our women leaders illustrate that true power lies in authenticity and emotional intelligence.

As we continue our series, stay tuned for Part Three, where we delve further into how these qualities drive innovation across other technical and operational roles at SiteGround. If you’re ready to be part of a workplace that celebrates your unique strengths, check out our open positions and join our journey.

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SoftPowerisOurSuperpower: How Women Thrive in Tech | Part One