Remofirst recently welcomed Masha Sutherlin as our new Director of Business Operations. Masha brings over 15 years of experience in global people strategy, mobility, and expansion to Remofirst, and she will play a pivotal role in driving the company’s mission to democratize global hiring and enable businesses to compliantly hire employees and contractors in over 180 countries.
Nurasyl Serik, Remofirst’s CEO and Co-founder, recently sat down with Masha to get her perspective on what elements she thinks are essential when building global teams, the biggest advantages of hiring globally for startups, and the most important leadership qualities for managing diverse, geographically dispersed teams.
Welcome to Remofirst, Masha! Could you start by sharing what attracted you to join our team and how you see your role impacting our mission?
There was something deeply compelling and inspiring about the story of two immigrants who, despite early hardships, built a startup aimed at opening doors to remote talent worldwide that otherwise may not have the same options for growth and recognition. Growing up in a place and time where leaving to find better opportunities wasn't possible, I personally understand the immense impact of such limitations. My move to the United States at age 15 completely transformed my life and career prospects — opportunities that are still out of reach for many. Seeing you and Volod focus on democratizing global hiring with accessible, affordable, and modern technology really struck a chord with me. It made me eager to contribute my energy and passion to a cause that resonates so deeply with my own experiences. I'm thrilled to help build this vision with people who understand and share this commitment to changing how the world hires.
With your extensive experience in global mobility and expansion, what are some key cultural elements you believe are essential for building successful, diverse teams across different geographies?
In building successful, diverse teams across different geographies, I look beyond just experience or cultural background. I focus more on how a person thinks through problems, how they act with a bias toward action, and how they handle direct feedback — because I’m not looking for yes people, but rather those who can own their actions. I also value individuals who are up for tackling tough challenges. These characteristics are vital for those who don't just cope with but thrive in the ambiguity and chaos typical of an early-stage startup, seeing it as an invigorating environment where they can grow and learn.
You've been instrumental in scaling operations from zero in several organizations. What is your approach to setting up effective business operations in new markets?
It’s vital to first grasp the “why” behind the current state of things when setting up business operations in new markets. People often fall into the trap of thinking what worked in their previous roles will automatically apply here. There's also a tendency to assume that the decisions made before us were misguided. But the reality is, there were many capable individuals before us who made choices based on the pressures and constraints they faced at the time. I believe everyone has a rationale for why they structured things the way they did. The difference with me — and I'm sure this can be quite annoying to my colleagues — is that I relentlessly ask “why” until I understand the full picture. It’s all a puzzle, isn’t it? Often, we think we understand, but when you keep digging, you realize how many assumptions we make. Only after fully understanding the “whys” can you begin to develop your strategy and start building. This approach is crucial not only internally within our startup but also in dealing with vendors, governments, and partners. You have to keep probing the “why” to truly move forward effectively.
Global hiring and expansion can be critical for startups. From your perspective, what are the biggest advantages for startups when they decide to hire globally?
Going global significantly broadens your talent pool, bringing in people who see and interact with the world differently. This diversity of thought helps surface the best ideas. Planning a global expansion quickly exposes you to a complex maze of legalities, high costs, and protectionist policies. For startups, committing to opening and maintaining an expensive local entity, and meeting hiring quotas before even confirming market viability can be daunting and often, not feasible.
In my experience, I've set up entities that took years and tens of thousands of dollars, only to spend more time and resources closing them down — three times in the same country early in my career. It was a brutal, costly process. We were fortunate to be large enough to absorb those losses, but not all startups have that cushion.
This is where partnering with a global hiring HR tech solution comes into play. It allows you to explore global expansion more pragmatically and sensibly. Plus, it opens doors to incredibly talented individuals you might otherwise never encounter.
What leadership qualities do you think are most important when managing highly diverse and geographically dispersed teams?
When leading highly diverse and geographically dispersed teams, modeling the behaviors you wish to see is crucial. Without a shared cultural language or common backgrounds, navigating complexity becomes more challenging. I prioritize being brutally direct and always question assumptions instead of presuming I know best. If something isn’t clear, I ask about it. I also openly acknowledge my own failures and share the lessons learned. Importantly, I expect the same level of openness and accountability from every team member. This approach helps build a culture of transparency and mutual respect, which is essential for effective collaboration across diverse groups.
You've managed to deliver many profitable business orgs and expand mobility and global hiring programs significantly in your past roles. What strategies or innovations do you plan to bring to Remofirst to enhance our services?
The core of the Remofirst experience is our platform, and my background in building products and understanding customer and partner journeys will inject a fresh perspective. I’m that curious “let me click this button” type, always questioning why we do things a certain way. I don’t settle for “this is how it has always been done” or “this is too hard.” Why? Let’s rethink and reimagine. Let’s be curious together. Alone, I can’t make much happen, but together, we can create an amazing and intuitive experience for our clients, employees, and partners. Innovation stems from challenging the status quo — just because something was always considered impossible doesn’t mean we shouldn't try now. It's about being afraid but doing it anyway.
How do you stay informed and continuously learn in such a rapidly changing field as global employment and mobility?
Staying informed and continuously learning comes naturally when you embrace the concept that there is no final destination. It's similar to investing in a meaningful relationship — you don't just arrive at “happily ever after.” Every day requires you to choose to put the relationship first, hard work on yourself as a partner, ownership of your behavior, and a commitment to stay open and intellectually curious. My husband, who is an outstanding engineering leader, taught me that learning is an ongoing journey. This applies not just to personal growth but also to professional development and innovation. If you stop learning and adapting, you risk becoming extinct. So, for me, staying current in my field is like nurturing a relationship; it is a continuous commitment to work on myself and my craft.
Looking forward, what are some of the challenges and opportunities you anticipate in the global employment landscape, and how is Remofirst positioned to address them?
As we move past the initial post-COVID reopening excitement, we’re seeing shifts in global employment policies. Some European countries are scaling back on tax incentives and golden visas, while others are focusing on nurturing AI startups and attracting global talent to boost local economies through skill transfers. In this dynamic world, companies need a partner who can navigate these changes in an innovative way. Remofirst is ideally positioned for this challenge. We combine deep local expertise across 180+ countries with our cutting-edge, entrepreneurial technology to offer uniquely tailored solutions. Moreover, our in-house experts bridge the gap between local and multi-jurisdictional strategies, making us an ideal partner for startups and entrepreneurs eager to expand globally in a compliant but intuitive way. Our approach is not one-size-fits-all; we have the agility and expertise to adapt to the specific needs of other dynamic organizations.
Thank you, Masha, that’s all the questions I have, and I think this was a very insightful conversation.
Thank you, Nur, I enjoyed it as well. And happy to be part of the Remofirst journey!
