Local Love

Local Love: Sasha Exeter of So Sasha

Happy Friday, Cowes!


Our first #LocalLove of 2020 highlights one of our fellow boss ladies, Sasha Exeter of , the ultimate boss mama.


Give us your “quick n dirty” — tell us a bit about yourself. We want to know what you’re all about.

Former athlete, turned Global Brand Marketer, turned entrepreneur and content creator. Sometimes I also moonlight as a “model”. I use parentheses because I still find it quite ridiculous and hilarious that people hire me for that as I still think of myself as this dorky, tomboy from the east end that would win people over with personality not my looks, however I am so grateful to have that as part of my growing resume. I am also the face of Joe Fresh Active and a brand consultant. Last but certainly not least, mama to a very precocious two year old named Maxwell, who is my entire universe.


#LocalLove is all about showing love to bad-ass bosses like yourself. Can you share with us what you do for work and how you make an impact?

I currently have my hands in a few different things, but most may know me as a content creator and from my blog, So Sasha. I have been very blessed to venture into other areas; modelling and being a spokesperson on various national campaigns. I’ve been the face of Joe Fresh Active for 3 years running, which has been an absolute dream come true and also get to drive much of the content creation for in-store and online. Behind the scenes I have been doing consulting work with brands and agencies on the digital and social media landscape but would really like to make a shift to a role more behind the camera…but I don’t want to reveal too much about that just yet. 


How did you get into this line of work?

This was all really a result of my whole life basically falling apart. It sounds a bit dark and dramatic but it’s the god honest truth. I had a fruitful career working in the corporate world but became very ill from a kidney disease that I had been previously diagnosed with almost a decade before. After being hospitalized and on best rest for over a year, I decided that I needed to make some changes in all aspects of my life. My romantic relationship, my health (obviously) and my career. I essentially hit Control, ALT, Delete and rebooted my whole life. I decided to end the toxic relationship I was in with my then fiancé. I took my health into my own hands and pursued alternative therapies – naturopathic medicine, Reiki, osteopathy, and was ahead of my time using Cannabis and medicinal products. My former job no longer existed and my new role was getting healthy. I used to joke and call myself the Director of Health and Rehabilitation when people asked me what I did for a living during this time – but truthfully, that’s what I was doing. Once I was healthy enough, I started to write and was encouraged by many to start a blog, which I thought was crazy. I couldn’t believe that anyone would care about what I had to say and I watched friends and early adopters like Catriona (Smart) and Shannae Ingleton already in the space and killing it. I remember feeling I was too late to the game, and that was back in 2012, but I took a chance and did it anyways and here I am today.


What’s the best advice you’ve ever been given (career or otherwise)?

“Never let fear stop you or get in the way of what you want” – and you know what? Every time I was scared to do something and pushed myself past the fear, I’ve seen the greatest success and rewards.


How about the worst? 

“Stay where you are for at least a year!” – so this applies to both career and personal life. I cannot think of anything worse than staying in something that makes one feel sad, miserable, insecure and angry; be it a job or a relationship. If you know in your gut it’s not working or that it’s not for you; better to move on quickly than drag it out. This doesn’t mean that I promote quitting…because I am not a quitter but I think we should all try to use our gut as our compass to steer us in the right direction. I swear, your gut doesn’t lie.


If you could paint your ideal life, what would that look like in 5-10 years from now?

Well, seeing as though there’s been some changes in my personal life that I didn’t foresee, this is a bit difficult to answer. What I thought was going to be my future has been somewhat taken away from me. But in 10 years time I hope that I have made the successful transition from in front of the camera to behind in running a production and consulting company helping brands produce and execute quality commercial content. In terms of my personal life…it may still just be Maxwell and myself or perhaps I will have met an amazing man to be my partner in life and an amazing male figure in Maxie’s. But you know what, if that doesn’t happen, I’m kinda cool with that too. Maxwell does take up a lot of space in my heart and after certain recent events, I have realized that I can no longer settle for anything less than I deserve.


What are your favourite resources that you’ve come across over the years (e.g., email extensions, design apps etc.) 

Funny you should ask, I just discovered this app called Spark Camera. I am terrible at video editing and usually turn to my team to help with video creation but seeing as though social media is moving back to where it started with more unfiltered, unpolished content, I needed to find something that would allow me to create videos at ease on the go (on my phone) so it can be posted on IGTV. My last two IGTV’s were done within seconds on the app. I’m looking forward to seeing what else I can do with it because I feel like I’ve only just touched the tip of the iceberg with it’s capabilities. I also use several editing apps and programs for my own photos and to help plan out my social/digital content; UNUM, Lightroom, PS Express, Snapseed, VSCO (the app now allows you to edit and use filters for videos), Darkroom and We Collect which is the mobile version of WeTransfer lets me package and send larger video and image files to clients when I am on the go.


Who are 3 of your favourite Canadian entrepreneurs that our readers should absolutely be in the know about?

I am pretty sure every single woman featured in this series has cited Catriona because she is obviously a BOSS and inspires so many, but also really silly because most reading this already know and are inspired by her. Off the top of my head, I would have to say:


Joanna Knix – the Founder of Knixwear. I’ve watched this woman build an empire which almost seemed like overnight which we all know doesn’t happen. She has worked her ass off to create this brand and to scale her business to where it is now. I feel lucky to know her, to have been hired by her for their national campaign for the catalyst sports bra just 5 months after giving birth. Joanna is now partnering with Nordstrom for Knix pop-up shops across the country which is HUGE.


Carly Burnett – Co Founder of Tkees. I mean, just the coolest friggin human being on the planet. Also, the fittest woman I think I know IRL. Like, SO fit. I remember her always being into fashion and cool stuff when we were kids and then she up and moved to the U.S. (NYC) after high school. Next thing I know she was starting this little busy called Tkees making cool flip flops and now, I mean…it’s probably every woman’s go-to sandal for summer and travel. The brand’s expansion into other categories of footwear and clothing is super admirable. Carly’s laid back, authentic approach to life and her business inspires me BIG time.


I think I should be adding Jenny Bird to this list too… She’s dope. I own more Jenny Bird jewellery than other brand I think.



The Cowe


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