Female leadership in the gifting industry: giftmall team

Time and again, women prove that they are outstanding leaders, capable of building successful teams. In an uncertain world, full of constant challenges and threats, being a leader means being resilient, confident and unrivalled. But what do these words really mean?

Here at giftmall, we spoke to our department heads and are sharing the secrets of successful female leaders with you. Read on to find out what journey our colleagues have been on.

Kate Prokhatska, CEO & Co-founder

Tell us a bit about your journey in the gift card business.

I studied business economics to gain a basic understanding of how businesses operate. At the time, I had no idea what I wanted to do. I only knew that I wanted to play a significant role in creating products or services within a company.

The idea for giftmall came to me whilst working at a startup developing a gift card service for small and medium-sized businesses. I spotted a gap in the market – large companies wanted a way to reward their staff, and gift cards seemed like a brilliant option. And so, in 2013, giftmall was born.

Have you received support from women along the way?

Yes, and this support proved invaluable at various stages. It came from colleagues, friends and female entrepreneurs who had already been down a similar path or were slightly ahead of me. Among them were many business owners and CEOs who openly shared their experiences, mistakes and decisions.

What was particularly important to me was not just the expertise, but also the feeling that you are understood. Seeing examples of women who build strong companies whilst remaining true to themselves is incredibly inspiring and can boost your confidence.

Are there any communities of women leaders that you’re part of or find inspiring?

Yes, I believe in the power of community. I’m part of several professional and entrepreneurial communities with many strong female leaders. It’s a space where we can speak honestly about the challenges we face, share our experiences and support one another.

I am also inspired by international communities and by the stories of female founders building global companies. They broaden my horizons and show that there is no ‘glass ceiling’ – only the next level.

What advice would you give to a woman who wants to start her own business?

1. First of all, be honest with yourself: is this really what you want, or is it more a case of chasing after society’s ideals and expectations? But if this is truly your dream, don’t be afraid; just start doing your own thing.
2. It is important to be able to seek support, assistance and expert advice from those with greater knowledge and experience – this significantly accelerates progress, helps gain insights and allows the implementation of best practices.
3. And perhaps most importantly, find the right people: those who share your passion, principles and ambitions for building a business. It is with people like this that the strongest teams and most resilient companies are built.

Viktoriia Ovcharenko, Chief Partnership Officer

What can you tell us about your career in procurement?

I am a procurement specialist with over 13 years of experience, and throughout my career, I have focused on building relationships with new partners and strengthening trust with existing suppliers. Prior to joining giftmall, I gained all my experience working for food e-commerce companies.

I joined the giftmall team in January 2019 as a partner relations manager. Since there was no one in the department responsible for setting up procurement and stock management processes, I began working on them as well. In this way, I became the head of the procurement, warehouse and partnerships department. Although one could say that my role has remained the same since I first joined the company.

What challenges have you faced at work? Have there been any situations that were difficult to deal with?

In my job, challenges are a natural part of the process, especially given that I work at the intersection of team management and partnership development in the gift card sector.

From a procurement perspective, the gift card industry has its own unique characteristics. We often have to work with partners at different stages of maturity – from large international players to local brands that are only just launching their programme. This means we need to adapt our approach: in some cases, integrating complex technical solutions, and in others, building processes practically from scratch.

As a result, I see challenges not as problems but as part of the development process: they help build robust processes, a flexible team and long-term partnerships.

Have you received support from your female colleagues at giftmall?

Of course, and that’s one of the main reasons why I encourage others to work at our company! At giftmall, I feel part of a strong community of women – it’s informal, but very tangible. It’s about support without competition, about openness and a genuine desire to help one another grow.

I have often found myself in situations where colleagues have shared their experiences, helped me see the bigger picture, or simply given me the confidence needed to tackle difficult decisions. And I try to foster the same kind of atmosphere within my team, where support, openness and mutual assistance are the norm in our day-to-day work.

What advice would you give to women who want to become leaders in procurement and partnerships?

1. One of the key pieces of advice I was once given was – never undervalue your expertise. In procurement and partnerships, it’s vital to have confidence in your decisions, as you’re constantly dealing with negotiations, figures and the responsibility for the outcome.
2. Don’t shy away from difficult negotiations. Sometimes women are not listened to during such meetings, or our words are not taken seriously. It can be tough, but it is precisely at such moments that your standing and reputation are forged.
3. Don’t try to please everyone. Leadership isn’t about comfort; it’s about making decisions that sometimes upset people.
4. And, perhaps most importantly, build strong working relationships. In partnerships, long-term trust is often more important than short-term gain.

Angelina Ivanova, Chief Revenue Officer

Tell our readers about your career path.

I lived and studied in Poland for six years. After university, I worked as a Sales Engineer at a Kraków-based company specialising in marine spare parts. I then joined giftmall to help build our business in Poland. I started by onboarding the first partner brands onto the Polish website.

I then moved into cold calling and corporate client acquisition. I subsequently headed up the sales department in Ukraine, before taking charge of sales in Poland and later in Spain. I am currently responsible for business development across all markets.

Please describe the challenges you have faced in your work.

The real challenge is maintaining a stoic composure in the face of turbulence. It’s not a market crisis, but a moment when the team looks to you for reassurance. For me, being a leader is the drive to forge a path where there was none just a second ago. It’s a daily choice between the right to be vulnerable and the duty to be a ‘rock’.

Ultimately, a leader’s strength does not lie in the absence of fear or mistakes but in a clear head amidst chaos and the empathy that lets the team know: whatever happens, we’ll get through this together.

What kind of support did you receive from your female colleagues at giftmall?

At giftmall, we promote a culture of radical honesty and support. Female leadership in our company is all about synergy. I have often received help and valuable advice from my female colleagues.

We often hold internal brainstorming sessions where we can openly discuss not only our work-related KPIs, processes and challenges, but also the problems we face, and give each other feedback. This interaction always gives us a sense of support, which is absolutely vital.

What advice would you give to women who want to become leaders in sales?

1. Don’t be afraid of numbers – embrace them. Sales is all about maths. If you know your figures better than anyone else, your authority will be undeniable.
2. No one is an island. Learn to delegate and surround yourself with people who are always striving for more. Scaling your sales begins when you stop doing everything yourself and start creating the conditions for your team to perform.
3. Develop strategic empathy. Sales is all about solving the customer’s pain points. The ability to hear what isn’t being said out loud is your superpower.

Kateryna Drozdiuk, Head of Customer Success

What can you tell us about your career development?

I have over four years of experience in international communications, recruitment and student programmes at the Maria Curie-Skłodowska University in Poland. I was responsible for developing partnerships, building client relationships and implementing strategies to retain and attract participants.

I joined giftmall in July 2023 as a Customer Success Manager in Poland. In April 2024, I was appointed Head of Customer Success, expanding my remit to include the Ukrainian and Spanish markets.

Have you ever encountered challenging work situations?

The biggest challenge in customer support is balancing empathy and decision-making. When you work with people every day, you encounter a range of emotions: from gratitude to disappointment or even aggression. And it’s important not just to ‘give the right answer’, but to maintain that balance – not to lose sight of your humanity but also not to let emotions dictate the process.

A distinct stage of growth is the transition from day-to-day operations to management. At some point, you realise that you can’t – and shouldn’t – decide everything on your own. It’s about trusting your team, letting go of control and taking a broader view.

There have been times when the workload, the volume of enquiries or the complexity of cases have called for quick decisions in the face of uncertainty. And that is precisely when inner resilience is forged – when you don’t know the perfect answer, but take responsibility anyway and press on.

Have you received any support from your female colleagues at giftmall?

Yes, and for me, this is one of our culture’s greatest strengths. The support we offer our female colleagues at giftmall is all about openness and honest dialogue. It’s as much about helping each other tackle challenges as it is about sharing our doubts, getting a different perspective and finding solutions together. We can openly discuss difficult situations and share our experiences. This creates a sense of support and significantly impacts our confidence in our decisions.

What advice would you give to women who want to be leaders in the field of customer support?

1. First and foremost – learn to strike a balance between empathy and structure. In customer support, it is important not only to understand people but also to establish processes that function reliably even in challenging situations.
2. It is very important to separate your emotions from the work process. Working with clients involves a high level of emotional engagement, but if you let every case get to you, you’ll quickly burn out.
3. Build your team and don’t be afraid to delegate. A strong support team isn’t about a single expert who ‘carries the whole loadʼ but about a system where people understand their roles, can make decisions and support one another.
4. And one more important thing – take care of yourself and believe in yourself. Almost everyone is familiar with that feeling of “I’m not ready yet”, but leadership is forged precisely through the process itself – through experience, mistakes and the decisions you make.

Viktoriia Sytina, Head of Finance

How did your career in finance begin, and how did you end up at giftmall?

My career in finance began in the 2000s, when I was still studying part-time at university and started working as an assistant to the chief accountant at a small company that allocated trading stalls at a farmers’ market. It was a very interesting experience, which taught me not just to work with figures, but to see the business development behind them.

I joined giftmall in 2018 as an Accountant. I believe that the best manager is someone who has a real feel for their team’s work. I started in an operational role and progressed through every stage of my career. The company recognised my results and my approach to the job, so within a year, I was entrusted with the role of Head of Finance, which felt like a natural progression for me, albeit a very demanding challenge.

Can you think of any challenges you’ve faced at work?

For me, a challenge is a situation where your usual tools stop working. It’s the moment when you hit the ceiling of your knowledge and have to either grow or back down.

The hardest thing for me was realising that the greatest challenges lie not in the figures, but in human relationships. At one point, I found it difficult to cope with the system’s resistance when I tried to introduce order, but those around me perceived it as bureaucracy. It was hard not to crack and bark orders.

But it was this very challenge that taught me the most important lesson: the way out of any difficult situation lies in changing one’s own role. I realised that: to change others’ attitudes towards finance, I had to become a guide rather than a controller. I began investing time in listening to the concerns of other departments and explaining ‘why’ rather than just ‘how’.

Do you often get help from your female colleagues at giftmall?

You know, for me, partnership really begins with moments like these. Yes, the support I’ve received from my female colleagues has always been there. To me, this is a sign of a healthy workplace culture: when women don’t put up barriers but instead become a source of support for one another.

Whenever I found myself in a confusing situation – whether at work or in my personal life – I knew there were people in the next office or in the chat group who were ready to lend a helping hand. That is the very ‘invisible network’ that keeps us motivated and calm.

If any of our female readers want to become leaders in the field of finance, what advice would you give them?

There is a stereotype that a financial leader is a strict controller. But I am convinced that true strength lies in partnership.

1. Learn to see the people and their business processes behind the reports. When you become someone who helps colleagues solve problems, rather than simply pointing out mistakes, your authority will grow naturally. Empathy is not a weakness; it is a strategic tool.
2. Today, the world of finance is changing faster than legislation can keep up. To be a leader, you need to stay one step ahead: learn new software, understand automation and keep up with trends in financial management. Education isn’t just about qualifications; it’s about keeping an open mind. The moment you decide that you already ʼknow everything’, you’ll start to fall behind. Invest in your intellect – it’s an asset that will never lose its value.
3. It’s really important to have a support network: colleagues, mentors or professional associations. Don’t be afraid to ask for help. As I’ve said before, at giftmall, we always support one another, and that’s a huge resource that gives us the strength to keep moving forward.
4. And perhaps most importantly: remember that you already have everything you need. Your experience, intuition and ability to multitask form your foundation. Simply add to that the courage to keep learning and to make your voice heard.

Diana Arutiunian, Head of Brand & Communications

What career path did you follow to reach your current position at giftmall?

I started out as an assistant PR manager at an agency. That’s probably the best training you can get: you learn everything all at once. I then gained further experience in PR and advertising agencies, where I learned how strategies are developed and implemented for different brands and markets.

Then came corporate projects, where I managed international communications and built small, close-knit teams. All in all, my career spans over nine years in strategic communications, with a gradual progression from an operational role to a line manager.

In September 2025, I joined giftmall as Head of Brand & Communications. It turned out to be an excellent choice: giftmall is an exciting company, both in its product offering and in the communication challenges it presents. The gift cards & rewards category has enormous potential for developing a communications strategy, and that is exactly what inspires me.

Every step along my journey has been important, and I’m glad I haven’t missed a single one. It is precisely this kind of experience that gives you an understanding of how things work from the inside – both how to build a team and how to support people at different stages of their development.

What can you tell us about the challenges you face at work? How do you deal with them?

I really love one particular idea that is captured so well by the Mercedes-Benz ‘Be One of Many’ campaign for International Women’s Day 2023. True strength doesn’t lie in being the only one or being unique, but in being one of many strong women. And that really resonates with my own experience.

The hardest part is when you feel like you’re on your own. Without the support of a team and without expert guidance, any challenge seems harder than it really is. But when you’re surrounded by the right people, anything is possible – it just takes time.

Do you get support from your female colleagues at giftmall?

Of course, at giftmall, you can really feel the support of the whole team, and of the women featured in this interview in particular. There’s an atmosphere here where people look out for you and are keen to see everyone grow. All the teams are like pieces of a single jigsaw puzzle, and putting them together is truly inspiring.

And on a broader note, I am infinitely grateful to all the female role models who have been by my side at various stages of my career. At different times, these have been Heads, CCOs and CMOs who have helped me refine my approach to work, support my team, remain resilient in difficult times and stay open to new ideas.

What advice would you give to women who want to become leaders in branding and comms?

1. Build strategic thinking first and foremost: brand and communications are often seen as mere ‘window dressing’, but the real value lies in understanding the business, the audience and the market. Learn to read data, formulate hypotheses and defend decisions based on insights and evidence, rather than intuition. And don’t be afraid to take your place at the table where strategic decisions are made.
2. And also – be “One of many”. The most powerful leaders aren’t those who stand alone, but those who are part of a strong community. Find your community: colleagues, mentors, like-minded people, those alongside whom you grow. Share your experiences, ask questions, support others, and you’ll receive the same in return.

Here’s how our incredible women overcame obstacles, achieved success and built the giftmall company step by step.