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?
I’m Captain Marvel…there are so many things to marvel at daily! My ability to stay positive after an After Effects crash is a marvel; the way I get lost on Pinterest for hours is a psychological marvel, and last but not least, I marvel at the awesome designs my colleagues deliver every single day!
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?
“I turn stigmas into opportunities by simply owning them. See, I truly am social, talkative, and emotional. But those are no weaknesses when used the right way. Those are the exact qualities that help me truly connect, understand our audience, and inspire them to action.”
“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?
“Women often excel as Front-End Developers because we have a keen attention to detail and a strong focus on user experience, helping us make sure our work looks beautiful and behaves seamlessly.”
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.”
“Don’t be afraid to make mistakes. Early in my career, I felt pressured to have all the right answers, which led to overthinking. But I’ve learned that progress comes from taking risks, asking questions, and embracing feedback as every challenge is an opportunity to learn, and setbacks are our best teachers.”
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.
SoftPowerisOurSuperpower: How Women Thrive in Tech | Part One