Sasha Keneivonuo: What Social Media Actually Does for a Retail Business
Sasha Keneivonuo has spent her career in exactly the place where most brands get confused, the gap between social media that performs and social media that sells.
Sasha was the AVP of Marketing at Lenskart, where she led social content, influencer marketing, lifestyle PR, and design delivery for one of India's largest omnichannel retail brands. Her work sits directly at the intersection this podcast cares about: a business with thousands of physical stores that has to make digital discovery translate into offline footfall, and vice versa.
Background – education and career
Before Lenskart, Sasha held senior marketing 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, where she handled everything from campaign launches and influencer networks to media relations and brand culture. She has 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 later studied at Parsons School of Design, The New School.
3 key takeaways from the episode
Vanity metrics are the enemy of omnichannel growth. Sasha explains why reach and engagement are inputs, not outcomes, and what to track instead.
Creators outperform celebrities on trust. The shift toward creator-led marketing is not a cost decision; it is a credibility one.
Social has to be designed backwards from the business outcome. Content that drives store visits looks different from content that drives saves, and most brands build for the wrong one.
