Operating Experience

    15+ years scaling businesses from zero to exit. Two companies founded, three exits contributed to, and $400M+ in profitable revenue.

    Head of Marketing
    CodaPet
    Chicago, IL
    December 2024 – Present

    National in-home pet end-of-life care brand · 170+ metro markets · 5-person team

    Current

    Key Achievements

    • Scaled CodaPet into the national category leader in in-home pet end-of-life care across 170+ profitable metro markets — built and run by a lean five-person team (Asha plus four full-time contractors) using AI-native workflows.
    • Architected the complete growth engine from scratch—SEO, paid acquisition, lifecycle marketing, and vet/clinic referral loops—integrated into a scalable local market expansion playbook.
    • Established defensible SEO moat with 80%+ top-3 visibility across target markets, creating a self-reinforcing organic demand flywheel.
    • Optimized unit economics to enable profitable city launches; repositioned company narrative from services business to high-growth healthcare brand.

    Impact Metrics

    170+
    Metro Markets
    Profitable
    City Launches
    80%+
    Top-3 SEO Visibility
    Head of Growth
    GlacierGrid (fka Therma)
    San Francisco, CA
    Dec 2021 – Dec 2022

    IoT-to-SaaS climate tech · Converted from advisory client to full-time

    Operating

    Key Achievements

    • Secured $19M Series A by leading strategic pivot from refrigeration monitoring to grid-responsive energy management, redefining GTM strategy and investor narrative.
    • Built predictable revenue engine: 600% increase in qualified pipeline and 60% improvement in CAC payback through ABM and funnel optimization.
    • Established enterprise product-market fit and developed category creation narrative at the intersection of sustainability and operational efficiency.

    Impact Metrics

    $19M
    Series A Raised
    600%
    Pipeline Increase
    60%
    CAC Payback Gain
    Managing Partner — Miliki & Co (The RealReal & PartnerSlate)
    Miliki & Co
    Chicago, IL
    2017 – Present

    Embedded growth practice · consolidates predecessor studio Hackless / Grow or Else (from 2016 — 93 clients, mostly owner-operated B2B)

    Advisory

    Key Achievements

    • Rebuilt paid acquisition from a cold restart after the agency-to-internal transition — grew paid channels from $300K to $2M+/month at 7x ROAS, scaling to $100M+ annually (25% of revenue) while cutting CAC 40%. Personally ran $100M+ in cumulative media spend across engagements, hands-on across Google, Meta, affiliate, and attribution.
    • PartnerSlate (W2 Head of Growth): Built supply-side acquisition engine from scratch. 8x enterprise supplier growth (Unilever, Nestlé, Coca-Cola); CAC cut from $150 to $11. Led directly to a majority-stake recapitalization by Pacific Fin Capital.
    • Applied Ergonomics: Full digital rebuild for a commercial interiors distributor — eCommerce, CRM, and modern lead capture replacing legacy processes.
    • Additional engagements: FactoryFix (200% platform growth), Centon Electronics (4x revenue), Trust & Will (customer acquisition strategy).

    Impact Metrics

    $5M→$100M+/yr
    RealReal Channel Revenue
    8x
    PartnerSlate Suppliers
    $150→$11
    PartnerSlate CAC
    VP Marketing (First Hire)
    Cubii
    Chicago, IL
    2016 – 2017

    Physical product · DTC + retail · Acquired

    DTC · Acquired

    Key Achievements

    • Took over a company losing $40K/month, reached profitability in 60 days, and built it to a $100M exit — 3x LTV/CAC, 6-month payback — hands-on across paid, SEO, email, and CRO.
    • Built omnichannel acquisition spanning direct eCommerce, Amazon, QVC, and Sam's Club, each with distinct operational and logistics requirements.
    • Cultivated 100K+ engaged community with 50% repeat purchase rate; positioned company for nine-figure acquisition.

    Impact Metrics

    $100M
    Exit Value
    3x
    LTV / CAC
    50%
    Repeat Purchase Rate
    CMO
    Golfmiles (GolfNow / NBCUniversal)
    Chicago, IL
    2015 – 2016

    Comcast Ventures portfolio · Loyalty commerce marketplace

    Marketplace

    Key Achievements

    • Scaled a loyalty-commerce marketplace from launch to category leadership within 12 months, driving 40% YoY membership growth via partnerships with United, Delta, and Air France/KLM (100M+ loyalty members combined).

    Impact Metrics

    40%
    YoY Membership Growth
    100M+
    Airline Loyalty Members Reached
    3
    Major Airline Partners
    VP Marketing (Employee #14)
    Shiftgig
    Chicago, IL
    2013 – 2015

    Two-sided staffing marketplace · Employee #14 · Acquired

    Marketplace · Acquired

    Key Achievements

    • Two-sided marketplace growth from pre-revenue to nearly $100M in revenue: grew the worker base from 200K to 2M+ and the demand side to 20,000+ businesses including 2,000+ enterprise customers — the template for portfolio-scale two-sided acquisition.
    • Cut B2B CAC 50% while sustaining 40% MoM growth; built the marketing org from 1 to 40+ staff.
    • Supported $20M Series C and positioned the company for successful acquisition.

    Impact Metrics

    ~$100M
    Revenue Built
    1 → 40+
    Team Scaled
    $20M
    Series C Supported
    Inspiri · WPHackFix
    2008 – 2015

    First business · WPHackFix (2012) built alongside it

    Web Design, Hosting & Security Product

    Key Achievements

    • Built and ran a web design and hosting business serving nonprofits and small businesses for seven years. Owned the P&L, the clients, and the delivery from the start.
    • Built WPHackFix (2012), a WordPress malware-removal product, in parallel.
    • The start of a continuous run of building businesses since 2008, and the reason the later growth work is an owner's read on a business rather than a marketer's.

    Impact Metrics

    2008
    First Business
    7 Years
    Owner-Operated
    2
    Ventures Built

    Core Competencies

    Built through hands-on operating roles across marketplaces, multi-location services, DTC, and B2B SaaS.

    Marketplace & Multi-Location

    • Two-Sided Marketplace Growth
    • Multi-Location / Portfolio Acquisition
    • Direct Booking & Demand Generation
    • Supply-Side Lead Generation

    Acquisition & Performance

    • SEO at Local Scale
    • Paid Acquisition ($100M+ Managed)
    • Lifecycle & Retention
    • Conversion Rate Optimization

    Revenue & Unit Economics

    • LTV/CAC & Payback Modeling
    • P&L Ownership
    • M&A-Ready Growth Infrastructure
    • Fundraising & Investor Narrative

    Operating Leverage

    • AI-Native Workflows (Claude, Cursor, PostHog)
    • Agency Management & Lean Teams
    • Cross-Functional Alignment
    • Org Building (1 → 40+)