Week 39 – Leila Salieva, Co-founder and managing partner of Sombrero Galaxy Agency
As Web3 continues to redefine the architecture of the internet, finance, and governance, it brings with it the rare opportunity to rebuild systems from the ground up. But if we are to build better, fairer, more inclusive systems, we must actively spotlight, and support, women in leadership roles.
Historically underrepresented in both tech and finance, women leaders bring diverse perspectives, collaborative approaches, and often values-driven leadership that prioritizes long-term sustainability over short-term gain. In Web3, where decentralized decision-making, community building, and innovation are core tenets, this diversity of style is very welcome if not essential.
Leadership isn’t monolithic. While traditional models have often emphasized hierarchy, competition, and control, many women leaders bring alternative approaches: participatory, empathetic, consensus-driven, or mentorship-focused. These styles align naturally with the ethos of decentralization and trustless systems, offering a counterbalance to purely technocratic or profit-led strategies.
By highlighting women in Web3 leadership, founders, developers, policymakers, and community builders, we not only correct representation gaps but also signal to the next generation that there is no single path to power. Visibility shapes possibility. And in a space as fast-moving and foundational as Web3, ensuring a plurality of voices isn’t just ethical, it’s strategic.
And so we are going to bring you some of the most inspiring women in Web3 and explore how and why they think as they do.
Week 39 – Leila Salieva and the Human Side of Web3 Leadership
Leila Salieva has built her career at the intersection of traditional marketing, emerging technology, and human connection. As co-founder and managing partner of Sombrero Galaxy Agency, she operates at the frontier of Web3 and AI, shaping how complex decentralised technologies are communicated, understood, and ultimately adopted. Her leadership journey, which spans roles bridging Web2 and Web3 at Xsolla, reflects both the opportunities and the persistent structural challenges facing women in the sector.
Salieva approaches leadership not as a display of authority but as an exercise in connection. Reflecting on her experience building global teams, she is clear that the traditional archetype of leadership does not serve her, nor the industry.
“Leadership is fundamentally about connection and resilience,” she says. In an environment often characterised by technical abstraction and aggressive posturing, she has deliberately taken a different path. Rather than adopting what she describes as “typical aggressive tech macho behaviour,” she has leaned into empathy, community-building, and inclusivity, translating complex protocols into accessible, human-centred products.
This emphasis on communication is not incidental. It reflects a structural gap within Web3 itself. Many blockchain projects, she notes, struggle to articulate their value in ways that resonate beyond a technical audience. Her background in traditional marketing has allowed her to bridge that divide, positioning communication not as a peripheral function but as a core driver of adoption. (See also: Alena Afanaseva on building a global Web3 newsroom from journalism roots.)
The promise of decentralisation, often framed as inherently meritocratic, remains uneven in practice. Salieva is pragmatic in her assessment. Traditional power dynamics, particularly around funding and governance, continue to exert influence. Yet she sees genuine opportunity within decentralised systems.
“Decentralised protocols offer alternative pathways to leadership that bypass conventional corporate gatekeepers,” she says, pointing to governance participation and community-led initiatives as spaces where women can assert influence. The opportunity exists, but it requires active engagement and visibility rather than passive inclusion.
Her own experience reflects the subtle barriers that persist. Despite a lifelong engagement with technology, including learning to code at twelve and managing male-only teams by her early twenties, she has encountered recurring scepticism around her technical and leadership capabilities.
“I am often perceived primarily as a woman, which leads to stereotypes suggesting I cannot do many things,” she observes. Her response has been measured and strategic. Rather than confronting bias directly, she has focused on outcomes. “I chose to let my results speak for themselves and just do my thing.”
That approach has translated into tangible influence, including directing strategic marketing for DMD Diamond, one of the longer-standing blockchain projects in the industry. By consistently delivering measurable growth, she has shifted the conversation from perception to performance, reframing her role through competence rather than identity.
Trust remains a central paradox within Web3. While the technology is designed to be “trustless,” Salieva argues that human trust is more important than ever. Her leadership style reflects this tension. She prioritises long-term relationships over short-term gains, emphasising transparency and emotional intelligence. “Human trust and genuine relationship-building become our most valuable assets,” she says, particularly in an environment where technical systems alone cannot sustain communities.
For women entering the space, the perceived technical barrier can be a deterrent. Salieva challenges this directly. Web3, she argues, does not need more narrow technical specialists alone; it needs translators. “You do not have to be a core developer to be essential,” she says, highlighting the demand for communicators, strategists, and operational leaders who can bridge the gap between innovation and usability. The sector’s growth depends on this translation layer, and it is here that many women can bring immediate value.
Her work increasingly sits between two distinct worlds: grassroots decentralised communities and formal institutional structures. Moving between them requires what she describes as strategic translation, or code-switching. It is the ability to engage with the ethos of community-driven projects while delivering the structured frameworks expected in corporate environments. This dual fluency is not simply advantageous; it is necessary for the maturation of Web3. Women, she believes, are particularly well positioned to occupy this role, shaping both the evolution of community projects and the behaviour of institutional actors entering the space.
The convergence of AI and blockchain introduces a new layer of complexity, particularly around ethics and governance. Salieva is unequivocal in her position that female perspectives must be embedded at the highest levels of decision-making.
“Technology is only as unbiased as its creators,” she says, arguing that representation in governance structures is not optional but essential. Without it, the risk is that existing biases are encoded into the next generation of systems at scale.
Looking back, she credits early support to peers who were equally committed to bridging traditional business and emerging technology. Looking forward, her focus shifts to structure. Informal networks are no longer sufficient. What is required are funded incubators, targeted investment, and formalised pathways for female-led projects. Without these, participation remains uneven and progress constrained.
For the next generation of women considering leadership in Web3, Salieva’s advice is direct and practical:
- First, master the art of translation. Understand blockchain deeply enough to explain its real-world value clearly and confidently.
- Second, leverage your unique background. Skills developed in traditional industries are not a disadvantage but a critical asset in a sector seeking broader relevance.
- Third, build proactively. Do not wait for permission or invitation. Join projects, contribute ideas, and create value within the communities that align with your vision.
Related: Candice Teo on Proactive Leadership and PR in Web3
