Tatiana Bocharnikova, the Sales Director for Emirates at NetApp, says its more rewarding when young women reach out and say that her journey has inspired them
Can you share your journey into the technology world? What inspired you to pursue a career in this field?
My journey into the business and technology world began in 2004 when I joined NetApp in Russia after some early experience at Sun Microsystems. I started in a back-office role, which gave me the opportunity to understand the inner workings of the company and the tech industry. Over time, my passion for innovation and business growth inspired me to take on more responsibilities, eventually leading to strategic roles such as Business Development Manager, Channel Manager, and Sales Director and then Country Manager.
I found the constant evolution of the tech field to be both challenging and exciting. I was particularly drawn to how technology can drive transformation for businesses and improve lives, which motivated me to continue progressing in this field. And, beyond all of that, it is simply very interesting and very exciting!
What were some of the biggest challenges you faced as a woman, and how did you overcome them?
Like many women in the tech industry, I’ve faced my share of challenges. Early in my career, I sometimes felt like I had to prove myself more than my male colleagues. There were moments when I walked into a meeting and could sense the unspoken question: Does she really know what she’s talking about? But instead of letting that discourage me, I used it as motivation. I focused on being the best at what I do—learning, growing, delivering results.
Over time, I realized that confidence comes from within. The more I trusted myself, the more others did too. And I’ve been lucky to work with some incredible colleagues, strong leaders and mentors who supported me along the way. I also believe that being a woman in business has its strengths. We bring empathy, intuition, and the ability to multitask at an incredible level! So rather than trying to “fit in,” I embraced what made me different—and that’s what has helped me succeed.
How do you describe your leadership style, and how has it evolved over time?
I would describe my leadership style as people-focused. I truly believe that success comes from the team, not just from one person at the top. I genuinely care about others, and I want the people around me to feel valued, supported, and empowered. Work is a huge part of my life, and I love what I do. But what I love even more is working with people, being part of a team, and seeing how we come together to achieve big goals.
Over the years, my leadership style has evolved. When I first started, I tried to control everything and be involved in every detail. But I’ve learned that great leadership is about trust. It’s about creating an environment where people feel confident to take ownership, make decisions, and grow. My role is to guide, support, and remove obstacles so that my team can thrive. And the most rewarding part is watching people grow, develop, and achieve things they never thought possible. That’s what truly makes leadership fulfilling for me.
What strategies do you use to motivate and empower your team?
For me, motivation comes from feeling valued and inspired, so I try to create that for my team. First and foremost, I trust them. I believe people do their best work when they feel ownership over what they’re doing, so I give them space to take the lead and make decisions. I’m always there for support, but I want them to feel confident in their abilities.
I also believe in celebrating wins—big and small. Sometimes we get so caught up in what’s next that we forget to acknowledge how far we’ve come. A simple “thank you” or “great job” can go a long way in making someone feel appreciated.
And most importantly, I genuinely care about the people I work with. I take the time to listen, to understand their challenges, and to help them. Work is a huge part of our lives, and I want my team to feel inspired and excited about what we’re building together. Because when people feel good, they do incredible things.
Have you had any mentors or role models who have significantly influenced your career? How did they impact your journey?
Absolutely. I wouldn’t be where I am today without the incredible people who believed in me along the way. I grew within the company—I started as a young girl with big dreams, and I’m so grateful to those who saw potential in me before I even fully saw it in myself. They didn’t just teach me about business; they gave me opportunities, trusted me with responsibilities, and encouraged me to step outside my comfort zone. And, I must say, it was a big challenge for me!
There were moments when I doubted myself, but having mentors who supported and guided me made all the difference. They showed me that leadership isn’t about knowing everything—it’s about learning, adapting, and surrounding yourself with great and strong people. Looking back, I feel nothing but deep gratitude for those who took the time to mentor me, to push me forward, and to help me grow. And now, I try to do the same for others—to recognize potential, to believe in people, and to give them the opportunities that can change their life.
What advice would you give to young women aspiring to enter the business world/technology world/security world?
First and foremost—believe in yourself. I know that sounds simple, but it’s so important. There will always be moments of doubt, challenges, and people who underestimate you. Don’t let that define you. Trust your abilities, be curious, and never stop learning.
Also, don’t be afraid to take on challenges that seem too big. Growth happens when we step outside our comfort zone. Say yes to opportunities, even if they scare you. The truth is, no one is 100% ready for the next step—we all learn as we go.
And one more thing—find people who support you. A strong network, whether it’s mentors, colleagues, or friends, makes all the difference. Surround yourself with those who lift you up and remind you of your worth. And one day, be that person for someone else. You are capable of so much more than you think. Just go for it!
Can you highlight some of your proudest achievements in your career so far?
There are many moments I feel proud of, but the ones that stand out are always connected to people. Leading NetApp’s business in Russia & CIS was an incredible milestone, but what made it truly special was the team I achieved it with. Seeing how we grew together, overcame challenges, and built something meaningful—that’s what stays with me.
Another proud moment was taking on a leadership role in Dubai and expanding my responsibilities. Moving to a new country, building new relationships, and leading in a different market—it was a challenge, but one that brought so much growth and fulfilment.
Even more rewarding is when young women reach out and say that my journey has inspired them. That, to me, is the greatest achievement—knowing that what I do can encourage others to dream bigger and push forward.
How do you manage work-life balance, and what tips do you have for other women striving to achieve this balance?
Work-life balance is something I’m always working on—because let’s be honest, when you love what you do, it’s not always easy to switch off. Work is a huge part of my life, and I genuinely enjoy it. But at the same time, my family, my children, and my personal well-being are just as important.
For me, balance isn’t about trying to do everything perfectly—it’s about being present in the moment. When I’m with my kids, I try to truly be with them, not just physically but emotionally. And when I’m at work, I give it my all. I’ve also learned that it’s okay to ask for help, to delegate, and to say no when needed. We don’t have to do everything alone. One of the best lessons I’ve learned is that taking care of myself isn’t selfish—it’s necessary. Whether it’s spending time with loved ones, going to the gym, or simply having a moment to breathe, those little things make a big difference.
To other women trying to find this balance, I’d say—be kind to yourself. Some days will be chaotic, and that’s okay. What matters is that you create a life where both your career and your personal happiness can thrive.
