From starting over as an intern in Dubai to leading one of the region’s respected communications agencies, Anastasiya Golovatenko, Director at Sherpa Communications, has built her career on resilience, ethics and an unwavering belief in people. In this conversation, she reflects on the defining challenges that shaped her leadership, the unspoken pressures women face, and why the future belongs to those who lead with discipline, purpose and heart.

What defining moments or challenges most shaped your professional journey?
I moved to Dubai from a manager role back home. I was stubborn and wanted to continue my journey in PR, but it was not easy without local experience, market knowledge, or established media contacts. So I started from scratch, literally joining a PR agency as an intern. It was tough, to say the least. My experience from Europe could not be adapted easily here, my English was not that strong, and I had to deliver results while learning the hard way.

But I am grateful to the people around me who told me it was not possible and it pushed me to prove the opposite. To those who pushed me to work more with B2B accounts, and we thrive in this space now. To those who bullied me and colleagues, showing the darkest side of office life. I took the learning from that, and this is where we try at Sherpa Communications to establish an ethical, humble, supportive, and positive work environment, a platform where people can grow and thrive professionally.

We believe in people and love to look beyond CVs. We often hire without local market experience and teach from scratch. We give chances that have helped many former Sherpas become strong PR specialists in this market. Every difficult experience from the past, we try to turn into a positive lesson, creating a supportive and friendly ecosystem that empowers others.

What barriers do women still face in leadership today that aren’t talked about enough?
The quiet ones. Not the obvious ones, but the constant expectation to be excellent, strong, and pleasant at the same time. You cannot be tired in front of clients, you cannot be weak in front of the team, you need to be ready for a crisis every day, and with a big smile. Few people ask if you are doing well, but many will puzzle you with their challenges.

Also, the invisible penalty for motherhood: the assumption that kids can be managed on their own. And finally, the emotional tax of being the keeper and the lead in many environments: you manage results, and you also manage everyone’s comfort. And you know what the most surprising part of all this is: every woman is the woman I have just described. It is incredible to observe the silent power that women bring daily with such grace. Go girl, every one of you!

How have you built credibility and influence in environments where women are underrepresented?
I do not try to be the loudest voice in the room. I focus on outcomes, values, and the change we bring or create. I believe in WE, and I encourage team spirit, support for each other, and humbleness. I believe in ethics, and we surround ourselves with people who share the same beliefs. We love to give back and support the community.

We use our influence and knowledge to support others, as many as possible, through mentorship, pro bono projects, community groups, and support for non-profit organisations. We are not chasing influence, power, or fame. We feel good when we quietly make a real difference for someone.

How is technology—especially AI and automation—changing leadership expectations in your industry?
It is raising the bar on speed and accountability. If AI can draft, summarise, analyse, and monitor things in real time, leaders cannot hide behind slow processes. The expectation now is faster decision-making, sharper judgment, and hustling spirit. AI will not replace strategy or relationships, but it will expose weak thinking quickly.

What skills or mindsets will be most critical for the next generation of women leaders?
For women- emotional discipline, because the pressure is real and you cannot lead from constant reaction. A cold-blooded approach, a sharp mindset, and a consistent pace are key not to lose focus and let competition beat you. Confidence too, no one wants to work with a weak leader.

What role have mentorship and sponsorship played in your career, and how do you support others today?
Haha, no one offered us money just like that, so no sponsorship advice. Mentorship, yes: if you have an opportunity to get guidance, go for it. I wish I had a mentor and did not need to learn everything the hard way. Surround yourself with 5 people who will inspire you, guide you, and support you, from family members to friends or coworkers. And find a person or people who are out there to provide support.

We, for example, offer free consulting hours to startups as part of in5 PR mentorship sessions. We are also active members of MEPRA (providing support and guidance in the PR community) and of TiE Dubai (a non-profit organisation focused on supporting startup entrepreneurs). We are speakers and mentors at many key national events like GITEX, Step, and others, and guest speakers at universities. This all help create a real impact and support the community.

How can organisations move beyond policies to create cultures where women genuinely thrive?
Do not try to change the universe. Start by making a difference in your own space.

What advice would you give young women considering careers in IT, security, or leadership roles?
Be open to opportunities. Say yes to everything. Have a core built on true values. Practice positive thinking and enjoy the ride. You will see how your life will have meaning, and you will enjoy what you do while making a difference for someone.

What does International Women’s Day mean to you, and what real change would you like to see beyond it?
It means having a meaningful discussion like this. Have a chance to inspire someone or give hope that nothing is impossible. You have just helped make a difference for someone today, thank you for that.