Violeta Martin is Vice President of Commercial Sales EMEA at Docusign.
She has over 15 years of experience growing and leading high-performing teams in a variety of fast-growing start-ups and enterprise companies, including Oracle and SAP, thanks to a background in software engineering. In her role at Docusign, Violeta heads up the EMEA mid-market sales team, based out of Dublin.
How did you land your current role? Was it planned?
Taking on my current role at Docusign was a leap into the unknown! Leaving behind the comfort of a stable job in a big corporation was a thrilling risk—one that I didn’t fully comprehend at the time. Joining Docusign as employee number 27 in EMEA was like stepping onto a rollercoaster of innovation and opportunity. Despite the uncertainty, I saw it as a chance to shake things up, make a real difference, and feel the pulse of impact-driven work in a way that’s often elusive within the confines of corporate machinery. Fast forward nine years, and I’m grateful to say that it has exceeded all expectations! I couldn’t be happier with how it all unfolded.
What are the key roles in your field of work, and why did you choose your current expertise?
In my field of work, teamwork and effective collaboration are absolutely crucial. I’ve always been a lover of football, especially because every player has a specific role to play to ensure the success of the team, just like there are key roles in my professional domain that contribute to achieving our goals.
Choosing my current expertise was a natural progression for me. I recognised the significance of effective team dynamics in achieving success, both personally and professionally. At Docusign, I saw an opportunity to contribute to a company that values teamwork and collaboration as much as I do. By leveraging my skills and passion for teamwork, I’ve been able to not only contribute to the success of the company but also foster a culture of trust, belief, and camaraderie among my colleagues.
Did you (or do you) have a role model in tech or business in general?
Yes, I’m inspired by people every day. I would call out Sheryl Sandberg in particular for her immense impact across two era defining companies, Google and Meta. Her book LeanIn came out just as I became a working mum and I really appreciate the sense of community that was created among a lot of my female colleagues at work. Given the existing stigma and barriers faced by women in technology, it’s crucial to lend each other a hand towards breaking these barriers. I admire leaders who not only excel in their respective fields but also advocate for diversity and inclusivity, especially for women in tech. Their commitment to opening doors and creating opportunities for underrepresented groups inspires me. Additionally, I believe in the importance of sponsorships and mentorship programs like the one we have with Maynooth University, to support women entering the technology workforce, providing them with the guidance and backing they need to thrive.
What are you most proud of in your career, so far?
One of my proudest career achievements has been building Docusign’s sales development department from the ground up. When I joined eight years ago, the team consisted of just five people. Since then, I’ve had the privilege of growing and nurturing it into a diverse, multicultural, and multilingual department that plays a crucial role in our broader business goals. I’m especially proud of the momentum we’ve driven in bringing Docusign’s new AI-powered platform IAM (Intelligent Agreement Management) to market. Our efforts will be instrumental in helping businesses prevent nearly £2 trillion in global economic losses each year and doubling their success rate of deals through Intelligent Agreement Management processes. This work is increasingly vital as our Digital Maturity Report reveals that despite rising investment in technology, fewer organisations consider themselves digitally mature this year compared to last. The report also found that 72% of UK firms report technology skills gaps, so there’s an opportunity for women to bridge this gap, becoming digitisation leaders in their chosen field.
Contributing to making businesses more digitally mature and efficient has been incredibly rewarding. It’s hard not to take pride in the tangible impact we’re making.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
Entering the workforce can indeed feel overwhelming, but I’ve found that embracing a collaborative approach can make all the difference. As a leader, it’s not about having all the answers but rather facilitating the process of finding the right ones together. I’ve applied this principle in building my team at Docusign, fostering an environment where every voice is valued and heard. By leveraging the collective wisdom and diverse perspectives of the team, we can navigate challenges and achieve success collaboratively. So, my advice to anyone feeling overwhelmed is to embrace teamwork, encourage open communication, and trust in the power of collaboration to find the best solutions.
What advice would you give other women wanting to reach their career goals in technology?
For women aspiring to excel in the tech industry, my advice would be to embrace your unique perspective and leverage it as a strength. In a field where diversity is often undervalued, your voice and experiences bring invaluable insights. Additionally, seek out mentors and sponsors who can provide guidance and support along your journey. Remember that it’s okay not to have all the answers—focus on continuous learning and growth. Most importantly, don’t be afraid to carve your own path and advocate for yourself. By fostering a culture of inclusivity and collaboration, we can continue breaking down barriers and empowering more women to thrive in technology.
