Sasha Keneivonuo , Marketing Leader, Formerly AVP of Marketing at Lenskart
Sasha Keneivonuo is a senior marketing professional with deep experience at the intersection of social media, influencer marketing, and omnichannel retail , the exact point where most brands struggle to make digital activity translate into real business outcomes.
She was the AVP of Marketing at Lenskart, one of India's largest omnichannel eyewear retailers, where she led social content, influencer marketing, lifestyle PR, and design delivery for a brand operating thousands of physical stores alongside a major digital presence.
Sasha is currently building on her experience across some of India's most recognisable consumer brands , helping marketing teams understand what social content actually drives, how to measure it honestly, and how to design creative that works backward from business goals rather than vanity metrics.
Background & Journey
Before Lenskart, Sasha held senior marketing leadership roles across the Good Glamm Group , including Head of Marketing for Beauty at MyGlamm, Head of Marketing at POPxo, and Head of Digital Strategy for the group , managing campaign launches, influencer networks, media relations, and brand culture across a fast-scaling consumer company. She also worked on the agency side at The Communication Council. She studied at St. Xavier's College, holds an MA from the Indian Institute of Mass Communication in Delhi, and studied at Parsons School of Design, The New School , a combination that gives her both the strategic and creative dimensions of marketing.
On Dilse Omni Talks
Sasha Keneivonuo appeared on Dilse Omni Talks with host Saurabh Agrawal, where the conversation explored What social media actually does for a retail business , and why most brands are measuring it wrong.
3 Key Takeaways from the Episode
● Vanity metrics are the enemy of omnichannel growth. Reach and engagement are inputs, not outcomes. Sasha explains what brands should actually be tracking instead , metrics that connect social activity to real business results like footfall, conversion, and repeat purchase.
● Creators outperform celebrities on trust. The shift toward creator-led marketing is not primarily a cost decision , it is a credibility decision. Audiences trust people who feel real and relatable far more than they trust carefully produced brand endorsements.
● Social content must be designed backward from the business outcome. Content that drives in-store visits looks very different from content that drives saves or shares , and most brands build for the wrong outcome because they never define the right one at the start.
