Today we’d like to introduce you to Dayana Aleksandrova
Hi Dayana, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Today, I work in crypto public relations as a Senior Account Executive at Melrose PR (the leading PR agency in the space), as well as write my own blockchain column where I share my observations, thoughts, and event recaps.
In just 12 months, I’ve spoken on 4 big stages and built a roster of 1,000 incredible friends in person. But I started off really shy and insecure.
I began my journey into Web3 in June of 2023. My boyfriend was working for a media company in the space (BeInCrypto) and invited me to attend the Non-Fungible Conference (NFC) in Lisbon as his +1. I was absolutely mesperized by this new world of technology where memes became actual currency and sparked entire movements.
The potential for a decentralized economy where creators (writers, educators, artists) get paid for their work instead of giving that money to a platform like IG or FB gave me a ton of hope. So I decided to get involved in Web3 and crypto but do it my own way (meaning, I never wanted to be the stereotypical “crypto bro” promoting sh*t coins…I wanted to bring real value).
That September, I joined SheFi – a community for women and non-binary people wanting to learn and make a career shift from Web2 to Web3. The Founder, Maggie Love Wu, taught the classes herself. She left no stone unturned. I learned all the fundamentals of blockchain in less than 3 months plus I built an incredible network of friends in the process.
When it came to looking for work, I faced some challenges, namely finding the right environment for myself and a team whose values aligned with mine – of creativity, integrity, connection, and an overall work-life balance. After briefly freelancing and creating content for brands, I joined the team at Melrose PR in July of 2024, and now, I get to work on really fun projects I’m proud of with amazing clients.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The world of Web3 can be really tough to navigate at the beginning. Once, I worked for a DeFi project and there was major FUD (fear, uncertainty, and doubt) within their community. I faced a stream of nasty DMs which weren’t really directed at me but as a part of the team, I was seen as a part of the problem. At some point, someone even made a meme of a team photo that they posted on X which was unpleasant to see but I’ve learned to shrug any hate off.
I’ve been in a situation where a project owner took my budget as a marketer and gave it to a developer because they didn’t see value in marketing as a whole.
From my experience, the biggest challenges when it comes to working in Web3 and blockchain are finding a team/ project that is trustworthy and not flaky; being able to establish a work-life balance so you’re not glued to your computer 17 hours per day; and having the opportunity to grow instead of going through the motions every day.
Appreciate you sharing that. What else should we know about what you do?
As a Senior Account Executive at Melrose PR (founded by Kelley Weaver), I work inside a team where we strategize and pitch content ideas for our clients to large media outlets including Fortune, The Block, Bloomberg, Tech Crunch, and more.
My specialty (and favorite part of the job) is to come up with creative angles to tell a client’s story. I also LOVE going to IRL events where I get to network, speak, moderate panels, and collect some of the industry’s best merch. I’m really lucky to be a part of an extremely like-minded team where each member has a strong work ethic, is passionate, and is amazing at task delegation.
Do you have recommendations for books, apps, blogs, etc?
I absolutely adore the Malware and Feelings Check-In podcast by Boys Club (founders Deana Burke and Natasha Hoskins). It really gives you an insider perspective into the world of Web3, crypto, and blockchain from the lens of creative, feminine leaders who are able to boil down complicated terms to easily dihestable basics.
I’m also obsessed with Sophia Amoruso and Melanie Ehrenkranz’s Business Class newsletter – I look forward to it weekly and often buy whatever latest gadget the ladies are loving.
And of course, I always tune in to the Proof of PR podcast with Kelley Weaver – she brings awesome guests who give incredible insights about the crypto media industry.
Contact Info:
- Twitter: https://twitter.com/dee_centralized
