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Summary

Chicago, United States | Contact Me | linkedin.com/ashafrazier/ | ashafrazier.com

SUMMARY

Seasoned growth marketing leader with 10+ years of experience driving revenue and scaling teams. Proven track record of success across diverse industries and stages, with a unique ability to identify and leverage new marketing channels, optimize customer acquisition, and improve retention and engagement, resulting in 10x to 50x revenue growth and expansion. A continuous learner committed to driving success. Asha has worked with startups from Day Zero such as Cubii (Acquired), Shiftgig (Acquired), or FactoryFix through Series D funding and established brands such as The RealReal, Comcast, and others.

Key Accomplishments:

  • Led Growth at Therma to support a successful $19M Series A funding round by revamping growth and marketing functions and repositioning the company's business model.

  • Rebuilt the customer acquisition department at The RealReal, generating nearly $100M in revenue through innovative paid social strategies and a 4x ROI.

  • Scaled DTC revenue from $0 to several million dollars at Cubii, doubling revenue quarterly and reducing customer acquisition costs by 50% in 12 months

  • Spearheaded data-focused marketing initiatives at Shiftgig, contributing to over $60M in revenue in 16 months.

  • Generated 25%+ net profit margins and 4x-12x revenue growth for clients at Hackless, a growth marketing consultancy.

Specializes in: strategic marketing and growth planning, high-performing team development, data-driven growth with empathy, hands-on execution, and CRM & marketing automation.

EXPERIENCE

Consulting VP of Growth/Marketing | Fractional | Chicago, IL | January 2023 - Present

Partners with high-growth and PE-backed companies to deliver transformative growth through data-driven marketing strategies, optimizing customer acquisition across eCommerce channels, and building high-performing teams.

  • The RealReal (Public): Revitalized B2C strategies, slashing CAC by 40%, rebuilding the paid acquisition team, and in-housing all functions. Implemented an agile testing framework combining data analysis with customer empathy, yielding a 4x ROI and substantial revenue growth in 2022. Generated a 40% lift in LTV and was responsible for campaigns generating nearly $100 million in revenue in 2022.

  • GlacierGrid/Therma (Series A - Client to FT): Led growth efforts, contributing to a $19M Series A funding round. Rebuilt growth & marketing functions, transforming the organization into an agile, growth-focused entity. Repositioned the business model, transitioning from a rebranded IOT product to a smart cooling and refrigeration platform impacting CO2 emissions.

  • Trust & Will, Manatee, Centon Electronics, Petite Plume, FactoryFix: Experienced growth marketing consultant with a track record of driving revenue and market share for funded startups and established brands. Worked with growth-stage organizations to bring order to chaos, scaling through growth mode with revenue growth ranging from 4x-18x. Partnered with CEOs to develop and execute growth strategies using data-driven insights, resulting in improved marketing performance. Managed multi-channel campaigns and A/B tested for optimization, working with cross-functional teams to drive growth and meet business objectives. Communicated marketing strategies and performance to stakeholders, including leaders and investors.

Head of Growth | Therma | San Francisco, CA | December 2021 - December 2022

Led Growth at Therma to a successful $19 Million Series A, demonstrating strong leadership skills and positioning the company for future growth.

  • Expanded product offerings and pivoted the company from a refrigeration monitoring solution to a cooling platform aimed at transforming cooling & refrigeration into an energy grid-responsive battery.

  • Utilized data-driven insights to inform strategic decisions and drive growth.

  • Built and managed high-performing teams, leading cross-functional collaboration and ensuring smooth execution of growth initiatives.

  • Revamped B2B and B2C strategies, resulting in a 600% increase in marketing-driven SQLs and a 60% reduction in CAC.

  • Elevated brand awareness through strategic campaigns, increasing website visitors and engagement by 1200%.

Head of Growth | PartnerSlate (Acquired) | San Diego, CA | January 2020 - December 2020

Served as Growth Leader at PartnerSlate, spearheading growth and resulting in company acquisition by Pacific Fin Capital within 11 months.

  • Supervised the launch and scaling of PartnerSlate, an AI-powered matchmaking service for CPG Brands.

  • Developed and implemented a growth blueprint resulting in 8x growth in new consumer acquisition while reducing CAC from $150 to $11 per brand. Acquired and improved the product for brands such as Unilever, Nestle, Post, Coca-Cola, and Vive Organic and Contract Manufacturers.

Partner & Founder | Hackless | Chicago, IL | January 2017 - December 2020

Generated 49%+ net profit margins and revenue growth of 4x to 12x for clients' startups & legacy clients, including 40% average revenue growth within 2 months.

  • Managed global teams to generate revenue and user growth for startups and established companies in various industries.

  • Collaborated with marketing, sales, and leader teams to build and execute growth programs.

  • Managed external agencies while ensuring adherence to growth targets and directly managing paid and organic spending to achieve profitability.

  • Achieved significant ROI on social and performance marketing spend, generating millions of dollars through campaigns on Facebook, Instagram, and Google.

1st Hire & Head of Marketing | Cubii (Acquired) | Chicago, IL | January 2016 - December 2017

As the first hire, led all growth efforts, executing marketing and ad campaigns, and overseeing P&L activities.

  • Scaled DTC revenue from $0 to several million dollars, doubling revenue quarterly.

  • Expanded sales channels to Amazon, Sam's Club, and QVC.

  • Built and developed a marketing team, managing digital customer acquisition, marketing strategy, and customer engagement/retention.

  • Implemented a marketing plan with tactics including influencer outreach, PR, paid media, and native advertising.

CMO & Senior Growth Hacker | Golfmiles / Golfnow | Chicago, IL | January 2015 - May 2016

Led growth for a golf booking engine venture incubated by Comcast and Points International from MVP to launch.

  • Established US operations and managed marketing partnerships with major airlines.

  • Designed and launched campaigns targeting 100-million-member loyalty programs across various channels.

  • Implemented influencer marketing strategies to develop affiliate partnerships with industry blogs, building a profitable customer acquisition funnel.

  • Leveraged corporate relationships to secure placement on Golfnow, Comcast, and NBC.

Head of Marketing | Shiftgig (Acquired by EB) | Chicago, IL | January 2013 - December 2015

Spearheaded data-focused marketing initiatives, propelling revenue growth to over $60M and expanding the user base to 1M+. My ability to analyze data and empathize with customers allowed me to scale the B2B customer portfolio to 1,200+ . Employee #14

  • Implemented data-focused marketing strategy by utilizing advanced audience segmentation, A/B testing, and close adherence to key performance indicator (KPI) targets for social network and on-demand mobile staffing platform.

  • Led all marketing and online customer acquisition through partnerships and organic channels such as Facebook and SEO, along with paid channels, including Google AdWords, Indeed, Inbound, and Email. Implemented CRM and marketing automation systems such as Salesforce. Built and nurtured team from a single contributor to 40+ staff and contractors and managed multi-million dollar budgets across ad spend, staff, contractors, and services.

Additional Relevant Experience

  • Shiftigig, Email Marketing Manager (2013): Built an email marketing department and launched a member-focused email marketing product delivering 3M emails per month.

  • PROMO GROUP CENTRAL, Chicago, IL, E-commerce Specialist: Updated WooCommerce-based WordPress website, improving site usability and search ranking.

  • UNITED WAY OF METRO CHICAGO, Chicago, IL, Website Administrator: Managed the website for United Way's and IBM's Teaming for Technology (T4T) program in Chicago.

SKILLS

  • Digital marketing: SEO, SEM, PPC, email marketing, influencer marketing, social media advertising

  • E-commerce: Shopify, Magento, WooCommerce, Amazon, BigCommerce

  • SaaS: Marketo, Hubspot, Pardot, Intercom, Salesforce

  • Marketplaces: Amazon, eBay, Etsy, Rakuten, Lazada

  • Travel: Sabre, Amadeus, Travelport

  • Hardware: IoT, hardware prototyping, product launch and go-to-market strategies

  • Analytics: Google Analytics, Omniture, Mixpanel, Heap, Segment

  • Project management: Agile methodologies, JIRA, Trello, Asana

  • Paid advertising: Facebook Ads, Google Ads, LinkedIn Ads, Twitter Ads

  • User Acquisition: A/B testing, landing page optimization, funnels, user journeys

  • Customer Acquisition: lead generation, lead nurturing, lead scoring, account-based marketing

  • Retention: churn analysis, email automation

©2024 Asha Frazier