Virginia Frazee

I spent years in consumer marketing. Turns out I'd rather talk to customers than sell to them.

  • Build positive brand experiences
  • Foster long-term relationships
  • Increase lifetime value

I followed the right path on paper: an advertising degree, a job at a large agency, digital marketing teams to run — but I felt most rewarded when hearing positive feedback from our customers. So 8 years ago, I pivoted to a customer success role at my company and have never been happier.

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Virginia smiling outdoors among California poppies Virginia standing among wildflowers and pine trees in a black dress Virginia standing inside a blue ice cave in Iceland Virginia wrapped in a blanket under the northern lights

A Customer Success Manager Who Understands Both Sides

Every business wants revenue, and every customer wants to feel like they matter. Most people treat those as competing goals, but they are the same, just measured differently. My marketing background means I understand how a business measures success: KPIs, ROAS, retention, LTV, etc., and gives me the ability to apply this knowledge to communicating with consumers.

Tap Systems, Inc.

Building a comprehensive support center from scratch

I built Tap's support infrastructure from the ground up in Zendesk. I created thousands of articles, customer guides, video tutorials, and QR codes on product packaging that link straight to support resources. I also grew online customer communities and used Zapier to automate support workflows, onboarding emails, NPS feedback, and other Voice of the Customer programs.

  • Head of Customer Success for 50,000+ B2C and SaaS users
  • Oversee a 15-person remote support team
  • Work cross-functionally with Engineering, Product, and Executive teams
  • Built and maintain a full Zendesk support center, help docs, and video guides

ONE400, Pasadena, CA

Marketing that showed up in the numbers

As Marketing Manager, I drove client acquisition through paid campaigns and worked directly with law firm and legal-tech clients to fix their onboarding and intake, the parts of their business that were quietly costing them customers.

  • Client acquisition and paid campaign management
  • Helped legal and legal-tech clients redesign onboarding and intake
  • Grew clients 300% in three years, $1M+ profit by 2016
  • Cut client attrition 40% by rebuilding intake and adding NPS feedback loops

Plastic Surgery Studios, Rancho Cucamonga, CA

Where I learned that reviews are just feedback nobody asked for yet

I managed online communities for a range of professional service providers, including dentists, plastic surgeons, and lawyers, and turned what customers were actually saying into action items that improved public perception and positive reviews.

  • Oversaw online communities for dental, surgical, and legal clients
  • Converted customer feedback into concrete reputation improvements
  • Early groundwork for the customer-listening instinct that later became Voice of Customer work at Tap

Tap Systems, Inc.

Investor Relations: Customer Success for Stakeholders

Tap makes gesture-based wearable controllers for AI smart glasses. It is funded by angels via a series of seed and Regulation D financing rounds, and also receives financing via crowdfunding (Reg CF) from a large number of smaller investors.

  • Direct investor correspondence and reply handling
  • Compliance-safe communication under Reg CF and Reg D
  • Community management around active fundraising campaigns
  • Regular communication on company status via decks, emails, and other executive-level documentation

Marketing Case Studies

Before the pivot, this is the kind of work I was doing — real strategy for real clients, researched and written solo.

Directives Online

Full-funnel marketing strategy for a health-tech startup

Researched competitors, built a social media strategy across Facebook, Twitter, and LinkedIn, developed a content marketing and blogging calendar, and recommended PPC, retargeting, and email drip campaigns to generate leads from estate planning attorneys.

View the full strategy (PDF) →

Agile Attorney Network

Technical SEO audit and fix plan

Audited 583 SEO errors across the site, from duplicate page titles to missing meta descriptions and alt text, and delivered a prioritized fix plan projected to increase organic traffic roughly 25% within six months.

View the full audit (PDF) →

Off the clock

Here's what I do when I am not working.

Sourdough Baking

Turns out the sourdough Covid craze was not just a phase for me. Some of my favorite flavors to date are dill pickle cheddar cheese, pizza, and cinnamon sugar.

Neighborhood Cleanups

I organize a local trash cleanup in my neighborhood to create community bonds and beautify our public spaces.

Fiber Arts

Nothing is more calming at the end of the day than a good crochet project and a true crime podcast.

"The campaign was never the fun part. The reply was."

My love for Customer Success started before I formally pivoted.

In my agency work, I was really good at marketing. But the part of my job that made me feel the most satisfaction was talking to the clients who hired us about their goals. I loved meeting with small business owners and learning about how I could help them and then presenting real, positive results when finished.

Based in the Los Angeles area. Currently exploring Customer Success Manager roles alongside continued investor relations work.