Welcome to the Emirates Woman weekly series ‘How I got my job as…’, where we speak to inspiring leaders and creatives about their career journeys, daily routines, biggest challenges and advice for anyone hoping to follow in their footsteps.

This week, we speak to Irina Tatarinova, Brand Director at Flowwow, the global gifting marketplace that connects local brands and brings joy through thoughtful, beautiful gifts in more than 40 countries.

Known for transforming everyday moments into meaningful gestures, Flowwow allows users to send flowers, desserts, plants and curated gifts not only across cities, but across borders, making thoughtful gifting seamless in an increasingly global world. At the forefront of the brand’s international growth and creative direction, Irina leads Flowwow’s communication, strategy and storytelling as it continues to evolve from a flower delivery service into a global gifting destination.

What was your favourite subject at school?

Biology and Maths! I went to a specialised biology lyceum and absolutely loved nature, physiology and analytical thinking. I genuinely thought I’d become a doctor, but in my final year I changed direction and decided to study psychology instead mostly because I was curious about the human mind. Maths has stayed with me ever since; analytical thinking is incredibly valuable in any field.

What was your first job?

I was a maths tutor all through university, helping school students prepare for their final exams. And I really enjoyed working with children! What’s more, it unexpectedly shaped a skill I rely on every single day now: communication.

What brought you to Dubai?

The UAE is one of our key focus markets. We’ve been growing Flowwow here for more than 3 years, building collaborations, running events, and partnering with incredible creators.

I also appreciate how open and future-focused this market is– the appetite for new technologies, new brands, and new ideas is amazing. And of course, the warmth of the people and the richness of the culture made it feel like a welcoming place to be.

What inspired you to join Flowwow?

I just truly love what we do! It’s hard to think of anything better than working for a service that brings joy to people. Every day, we help people worldwide to share happiness, love and real emotions.

And I’m a huge fan of our corporate culture: no micromanagement, lots of openness, trust, and freedom to create!

Talk us through the concept of Flowwow

Flowwow is a global gifting marketplace where you can order flowers, desserts, indoor plants, and many other types of gifts.

You can send something special not just across the city, but across countries too. For example, you can congratulate a friend in Barcelona on her birthday even if you’re currently in Dubai. As someone who travels a lot, I value such a possibility a lot.

What are the key elements of your role?

I’m responsible for all the brand communication— how we sound, how we speak to our audience, what we stand for, and how we express it. Slogans, creative concepts, messaging, USPs for every campaign— that’s all part of my daily world.

I also manage SMM, influencer marketing, special projects, and our creatives. And of course, the strategy side: brand strategy, communication strategy, reports and analytics. Nothing moves without data.

Talk us through your daily routine

A big part of my day is work, full of diverse, inspiring tasks and meetings with my team.

Outside of work, I do a lot of sports. Yoga helps me switch off and reset, while padel is my go-to for something fun, social, and active. I love exhibitions and galleries— I’m a big visual arts enthusiast. As I already mentioned, I also travel quite a lot.

What advice do you have for anyone looking to follow in the same footsteps?

Start getting real-world experience as early as possible. Offer your friends help with their projects– even for free at the beginning– to build your portfolio. Try different directions within brand marketing and see what feels the most natural. It’s not an exact science, so practice matters more than anything.

What is the best piece of advice you ever received?

“It’s better to try and do it than not try and regret it.”
I remind myself of this constantly – sometimes you just need to close your eyes and go for it, even if it feels scary.

And what is the worst advice?

Any advice that limits you or tries to talk you out of your own desires. Energy doesn’t appear out of nowhere– it comes from what truly matters to you. You have to learn to listen to that inner voice, not silence it.

Tell us more about Flowwow and its mission?

Our main mission is to show how much small gestures matter. A simple ‘you’ve got a gift’ notification can make someone’s day in a minute. Believe me, I’ve seen it firsthand so many times. We want people to show more care for one another, and Flowwow makes that so easy and accessible.

What has been the biggest challenge you’ve had to overcome?

Silencing my inner critic is a real challenge! I’ve spent years working on it in therapy. That voice that always whispers ‘it could be better’ can be exhausting, but learning to manage it has been transformative.

What’s next for the brand — and for you?

Strategically, one of our main goals is to shift away from being seen purely as a flower service. Flowers are our core category, but long-term growth requires us to be strongly associated with gifting as a whole – and that’s a major communication task. As for our big ambition, it is to become the number one gifting app in the world. 

And personally, my goal is to contribute to that by strengthening our brand, evolving our communication, and bringing Flowwow to even more people globally.

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Images: Supplied