The Testing Framework Revolution
How comprehensive testing infrastructure transformed The RealReal's acquisition strategy
8 min read
Executive Profile
ASHA FRAZIER
Growth Marketing Executive
Growth operator, founder, and technical architect who has scaled startups from napkin-stage to 9-figure valuations. I build data-driven growth engines with empathy, systems-thinking, and real execution—turning chaos into clarity through sustainable, customer-obsessed strategies.
12x
Growth Achievement
60%
CAC Reduction
Latest Achievement
$100M Revenue Impact
The RealReal
$100M+
Revenue Generated
4x
ROI Improvement
10+
Years Experience
6
Companies Scaled
Executive Profile
THE GROWTH ARCHITECT
"Data doesn't equal wisdom. The magic happens when you combine rigorous analytics with deep customer empathy."
— Core Philosophy
Growth operator, founder, and technical tinkerer who builds systems-driven marketing engines. From napkin-stage to 9-figure exits, I combine data science with empathy to create sustainable, customer-obsessed growth strategies that actually work.
My approach is rooted in systems thinking: building robust, scalable infrastructure that can adapt and evolve. Whether it's rebuilding paid acquisition engines or pioneering growth in emerging markets, I focus on creating lasting value through thoughtful execution and data-empowered decision making.
Core Expertise
Systems-Driven Growth
Building scalable marketing engines with data-driven decision making and comprehensive testing frameworks.
Customer-Obsessed Strategy
Developing sustainable acquisition strategies through deep customer understanding and empathy-driven insights.
Technical Architecture
Combining marketing expertise with technical depth to create robust, scalable growth infrastructure.
Philosophy
Systems First
Build infrastructure that scales, not quick fixes that break.
Customer Obsessed
Every decision starts with understanding the human behind the data.
Data Empowered
Rigorous testing and measurement guide strategy, not gut feelings.
Professional Timeline
CAREER PROGRESSION
Strategic leadership roles across high-growth startups, from employee #14 to co-founder, driving transformative revenue impact through systems-driven marketing excellence.
Luxury E-commerce2023 – 2024
Fractional Growth Leader
The RealReal
Key Impact
$100M+ Revenue
Rebuilt The RealReal's entire paid acquisition engine as a fractional leader. In-housed the team, installed comprehensive testing framework, and transformed paid acquisition into a growth pillar for the luxury consignment platform.
$100M+
Revenue Generated
4x
ROI Achievement
40%
CAC Reduction & LTV Lift
Climate Tech2022 – 2023
Head of Growth
Therma
Key Impact
$19M Series A
B2B SaaS2021 – 2022
Co-Founder & CRO
PartnerSlate
Key Impact
Employee #14 to Co-Founder
Cybersecurity2020 – 2021
VP of Marketing
Hackless
Key Impact
Cybersecurity Pioneer
Consumer Hardware2018 – 2020
Head of Performance Marketing
Cubii
Key Impact
D2C Success
Gig Economy2017 – 2018
Growth Marketing Manager
Shiftgig
Key Impact
Marketplace Growth
6
Companies Scaled
$100M+
Total Revenue Impact
12x
Max Growth Achievement
7
Years of Leadership
Performance Metrics
PROVEN RESULTS
Quantifiable impact across diverse industries, from luxury e-commerce to climate tech, demonstrating consistent ability to drive transformative growth.
Revenue Impact
$100M+
Revenue generated across portfolio companies
4x
ROI improvement at The RealReal
12x
Lead generation growth at PartnerSlate
Operational Excellence
60%
CAC reduction achieved consistently
600%
SQL increase at Therma
400%
ROAS improvement at Cubii
Strategic Leadership
6
Companies successfully scaled
3
Series A funding rounds supported
10+
Years of growth leadership
Key Milestones
Strategic achievements that define exceptional growth leadership
2024
The RealReal Transformation
Rebuilt entire paid acquisition engine, generating $100M+ revenue impact through comprehensive testing framework and in-house team development.
$100M+ Revenue
2023
Therma Series A Success
Led growth strategy for climate-tech startup, driving 600% SQL increase and supporting successful $19M Series A funding round.
$19M Raised
2022
PartnerSlate Co-Founder
Elevated from employee #14 to Co-Founder & CRO, scaling B2B SaaS platform with 12x lead generation growth.
12x Growth
2020
Cybersecurity Pioneer
Pioneered growth marketing in cybersecurity vertical at Hackless, achieving 250% pipeline growth in highly regulated industry.
250% Pipeline
Impact Summary
Cumulative results across all engagements
$100M+
Total Revenue Impact
12x
Maximum Growth Multiple
60%
Average CAC Reduction
6
Companies Transformed
Case Studies
GROWTH IN ACTION
Deep dive into strategic growth initiatives that delivered transformative results across diverse industries and business models.
Featured Case Study
The RealReal: Rebuilding Paid Acquisition
Luxury E-commerce
Challenge
Fragmented paid acquisition strategy with declining ROAS and lack of testing framework
Solution
Complete rebuild of paid acquisition engine with in-house team and comprehensive testing infrastructure
Paid AcquisitionTeam BuildingTesting Framework
Strategic Insights
Thought leadership and frameworks from real-world growth initiatives
From IoT to Climate Tech: A Positioning Case Study
Strategic repositioning lessons from Therma's successful Series A journey
6 min read
Building Revenue Operations from Zero
Framework for establishing scalable revenue operations in B2B SaaS
10 min read
Thought Leadership
INSIGHTS & FRAMEWORKS
Strategic insights from building growth engines across diverse industries. Practical frameworks and lessons learned from real-world implementations.
Featured Article
The Growth Engineering Framework: Building Scalable Revenue Engines
How to systematically approach growth challenges with engineering principles and data-driven methodologies.
December 15, 2024
8 min read
Growth Strategy
Growth EngineeringRevenue OperationsData Strategy
Popular Categories
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Get In Touch
LET'S CONNECT
Ready to transform your growth strategy? Let's discuss how systems-driven marketing can drive meaningful results for your business.
Contact Information
Email
asha.frazier@email.com
LinkedIn
linkedin.com/in/ashafrazier
Availability
Remote & On-site Engagements
Engagement Types
- • Fractional Growth Leadership
- • Marketing Strategy Consulting
- • Revenue Operations Optimization
- • Team Building & Scaling