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?
“My empathy, critical thinking, and keen attention to detail help me spot potential issues early and advocate for seamless, user-centered experiences.”
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?
“Technical support is often associated with strong analytical and problem-solving skills, which leads to underestimating the importance of emotional intelligence. My ability to genuinely connect with customers, understand their frustrations, and explain solutions in a clear and reassuring way, turns a traditionally ‘soft’ skill into an advantage.”
“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?
“I think what makes someone great at this job—regardless of gender—is a mix of empathy, adaptability, and clear communication. That said, I’ve noticed that many women in marketing bring a strong ability to listen and understand different perspectives. It’s less about following a formula and more about reading the room, anticipating needs, and balancing both creative and strategic thinking.”
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.”
“Don’t be afraid to explore different paths – what excites you today might bore you tomorrow, and that’s okay. You’re supposed to evolve! Your interests may change, and your goals may shift, but the point is – stay curious. Embrace change instead of fearing it, because every step will teach you something valuable. Just keep moving forward – future you have it figured out.”
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.
SoftPowerisOurSuperpower: How Women Thrive in Tech | Part One
SoftPowerisOurSuperpower: How Women Thrive in Tech | Part Two