In the spirit of International Women’s Day, we’ve set out to reveal how women here at SiteGround are transforming what some dismiss as “soft” qualities into the superpowers that drive innovation and excellence.
Welcome to our March series, #SoftPowerIsOurSuperpower. Over the course of three blog posts, we’ll share our talks with 13 remarkable women from different departments at SiteGround. We’ll show you how those women defy stereotypical qualities and turn them into the foundation of creative problem-solving and leadership in even the most technical roles.
In this first piece, we introduce you to Alexandra Chariyska, Front-End Development Team Lead, Sofia Kostova, Finance Analyst; Tsvetomira Trifonova, Product Owners Team Lead; Desislava Angelova, DevOps Engineer; and Katerina Nikolova, CRM Manager.
Q1: Which stereotypically “soft” powers of yours do you consider your strongest qualities and why?
“Communication. It goes beyond just speaking clearly—it’s about active listening, providing feedback, mentoring, and ensuring that everyone feels heard. This ability helps me build trust and understanding, creating stronger connections and fostering mutual respect.”
Desislava Angelova, DevOps Engineer: “One of my strongest ‘soft’ qualities is attention to detail. In the DevOps field, details that might seem insignificant at first glance can have a huge impact on system stability and security. That’s why I approach every step – from configuration and automation to monitoring – with precision.”
“In product management, it’s crucial to walk in your customer’s shoes, feeling their pain and finding solutions for a better journey. Then, take the same walk with your team colleagues from every department involved – design, development, legal, management, etc. Without empathy and the ability to walk in other people’s shoes, clashes are inevitable, and product development turns to chaos.” – Tsvetomira, Product Owners Team Lead
Sofia Kostova, Finance Analyst: “My attention to detail is like a crystal ball that helps me foresee potential challenges and opportunities. It’s a crucial skill that allows me to anticipate risks, prepare effectively, and uncover the story hidden within the numbers on a simple spreadsheet.”
Q2: How do you turn a stigma into an opportunity?
“I use being too emotional as an advantage by leveraging it to recognize the unspoken emotional barriers our potential clients might face within their journey. This way, it turns from a liability to an essential perspective, which I can always count on.”
Alexandra: “It’s important to recognize that the stigma doesn’t define you; it is part of your experience, and it can be used as motivation to prove to yourself and others that you are more than what they see or assume.”
Sofia: “I transform the stigma that women worry too much into an opportunity by embracing the stereotype. This way, I can weave a safety net and ensure that I am always ready to pivot and adapt if needed.”
“I don’t see stereotypes as obstacles, but use them as motivation. I constantly strive to improve my knowledge and provide effective solutions. Fortunately, I work in a team that values effort and skills, where we support each other, which gives me even more confidence and inspires me to keep growing.”
Q3: What makes a woman particularly great at your job?
“Women often have a natural ability to envision different scenarios and interpret numbers in a way that reveals the bigger picture. Our curiosity and meticulous attention to detail ensure that no stone is left unturned. This is especially crucial in finance, where even a minor discrepancy of just -1 can mean a huge net difference at the final row.”
Tsvetomira: “Our empathy and more gentle approach, especially in high-pressure situations with tight deadlines and last-minute changes, helps women thrive in Project Management.”
“A woman excels in a team lead role thanks to her constant balancing between strong technical expertise and being a good listener. This helps us create a supportive work environment where everyone grows, and each team member’s strengths are leveraged.” – Alexandra
Q4: If you could give one piece of advice to your younger self, who was just starting out, what would it be?
Alexandra: “If I could give advice to my younger self, who was hesitant to speak up or share ideas, I would tell her to stop worrying so much about what others think. Because growth happens when you step outside your comfort zone.”
“Your perspective matters more than you think because you might have a fresh take on patterns veterans have become blind to. This makes your ideas extremely valuable.” – Katerina
Desislava: “Never give up when facing difficulties—approach each challenge with determination and a methodical mindset until it becomes just another successfully conquered obstacle.”
Sofia: “Embrace your natural tendencies to think deeply and thoroughly. While it might feel like unnecessary overthinking at times, this quality will become one of your greatest strengths in your career.”
“Find what you love to do. Become good at it. If you’re in the right workplace, it will be noticed.”
If you’re eager to join a place where your unique strengths are celebrated, and you’re encouraged to push boundaries while growing professionally, join us. Check our open positions and start your journey with us.
Meanwhile, stay tuned for Part 2 of our series with SiteGround Women, who redefine stereotypes in tech.
