Leila Salieva Interview
In this Q&A session with Leila Salieva, we explore her journey from digital marketing in the fashion industry to becoming a leader in blockchain and Web3 marketing. She discusses the challenges brands face in transitioning to decentralized platforms, the role of AI in Web3 strategies, and how her company, Sombrero Galaxy, helps businesses build strong identities in this evolving space. Leila also shares insights on her work with DMD Diamond and offers valuable advice for women pursuing careers in blockchain marketing.
From Fashion to Blockchain
We started the interview by asking, “Your journey started in digital marketing within the fashion industry. How did that lead you to blockchain and Web3?”
Leila Salieva replied, “I began my career in fashion, where I focused on digital marketing and PR, helping brands build strong identities and connect with audiences. Over time, I became fascinated by emerging technologies, particularly blockchain and its potential to revolutionize industries beyond finance. The shift to Web3 was natural, many brands needed guidance on how to navigate decentralized platforms, engage communities, and adapt traditional marketing strategies for this new era.
Working with startups, DAOs, and Fortune 500 companies, I realized my expertise in storytelling, branding, and engagement was just as relevant in Web3. I saw an opportunity to bridge the gap between Web2 and Web3 marketing, ensuring that businesses entering this space had the tools they needed to thrive. This led to the creation of Sombrero Galaxy, where my team and I help brands build strong identities, foster active communities, and navigate the rapidly evolving blockchain landscape.”
Navigating Web3
The Arab Today: What are some key challenges, brands face when transitioning into Web3, and how does Sombrero Galaxy help?
Leila Salieva replied, “One of the biggest challenges, understanding the decentralized nature of Web3. Unlike traditional marketing, where brands have direct control over messaging, Web3 relies on community-driven engagement. Many brands also struggle with creating value beyond hype tokenomics, governance, and real utility are crucial.
At Sombrero Galaxy, we help brands craft customized marketing strategies that align with the Web3 ethos. We manage community engagement on platforms like Discord and Telegram, ensuring organic growth through collaborations and key opinion leader (KOL) integrations. Our AI-driven content strategies create compelling narratives while our PR services establish credibility through Tier 1 Web3 media. We focus on building long-term brand trust rather than just short-term visibility. By leveraging AI, blockchain analytics, and deep industry expertise, we ensure our clients transition smoothly into Web3, gaining loyal users and establishing a meaningful presence in this rapidly evolving ecosystem.”
From ApeCoin DAO to DMD Diamond
The Arab Today: You were previously active in ApeCoin DAO, but now you’re involved with DMD Diamond as a marketing advisor. What makes this project stand out?
Leila Salieva replied, “I’m no longer actively involved with ApeCoin DAO, but my focus has shifted to DMD Diamond, one of the longest-standing and most decentralized blockchain projects. Unlike many in the industry that chase short-term hype, DMD is built on sustainability, security, and real decentralization. It has been evolving for years while staying true to its mission, which is what makes it stand out.
One of the most exciting innovations we’re introducing is Chat-Bot Optimization, a next-level SEO strategy. As AI-driven search and chatbot interactions become more dominant, traditional SEO alone won’t be enough. This new approach ensures that DMD remains highly visible in AI-powered search results, making it one of the first projects to embrace this evolution. With search trends shifting towards conversational AI, optimizing for chatbot algorithms is a game-changer. DMD is staying ahead of the curve, adapting to the future of digital discovery.”
The AI Revolution in Web3 Marketing
The Arab Today: AI is rapidly transforming marketing. How do you see it shaping Web3 strategies?
Leila Salieva replied, “AI is already playing a crucial role in marketing, and its impact on Web3 is even more profound. In traditional marketing, AI helps with automation, predictive analytics, and personalization. In Web3, it’s essential for community engagement, sentiment analysis, and content generation.
At Sombrero Galaxy, we use AI-powered tools to monitor trends, analyze user behavior, and optimize campaigns for better engagement. AI helps us understand what resonates with Web3 communities and ensures marketing efforts are data-driven rather than guesswork. It also enhances content creation, from AI-generated storytelling to automated graphic design.
The future of Web3 marketing will be highly AI-driven, allowing brands to create hyper-personalized experiences while maintaining the decentralized, community-first approach that Web3 demands. AI will also help scale marketing efforts, making it easier for projects to adapt to rapidly changing trends. The key is balancing automation with authenticity—ensuring human creativity remains at the core.”
Empowering Women in Web3
Lastly we asked, “What advice would you give to women looking to build a career in blockchain marketing?”
“The Web3 space is still evolving, which means opportunities are endless, but so are the challenges. My advice to women entering blockchain marketing is to start by learning the fundamentals—understanding blockchain technology, DAOs, and decentralized finance (DeFi) will set you apart.
Networking is also crucial. Join Web3 communities, attend industry events, and engage with professionals who are actively shaping the space. Don’t be afraid to take on projects, even if they seem outside your comfort zone—hands-on experience is the best way to learn.
Most importantly, advocate for yourself. Women are still underrepresented in Web3, but that means there’s a unique opportunity to drive change. Speak up, contribute ideas, and don’t hesitate to take leadership roles. The industry needs diverse voices to create a more inclusive and innovative future. If you stay curious, adaptable, and confident, you’ll carve out a meaningful place in this dynamic field.” Leila Salieva Concluded
Connect with Leila Salieva on LinkedIn
Visit DMD Diamond to learn more about it
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