Ashley Groves

Head of Host Experience

PadSplit

Feb 2026 - Current (6 months)

Lead the end-to-end host journey across onboarding, engagement, retention, and revenue growth for a rapidly scaling affordable housing platform. Responsible for building a cohesive, proactive host experience that aligns cross-functionally across product, sales, and support. Focused on driving sustainable host profitability, reducing friction and escalations, and creating clear accountability across the lifecycle. Partner closely with executive leadership to define strategy, implement scalable processes, and ensure the host experience supports both mission and long-term business performance.

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Founder and Designer

J Pharris Designs

Oct 2024 - Current (1 year 10 months)

Manage and lead all aspects of a handcrafted jewelry and hat design business from concept, creation, and production through sales, fulfillment, and customer experience. Oversee design, material sourcing, pricing strategy, and operations in a competitive environment. • Design and produce one-of-a-kind jewelry and hat pieces using distinctive materials such as turquoise and reclaimed metals inspired by Western and trench-art heritage, achieving consistent month-over-month growth and maintaining a gross profit margin of 90% through strategic sourcing, efficient small-batch production, and disciplined cost control. • Responsible for product photography and content creation to build brand recognition and drive engagement while maintaining an aut

Caregiving

Career Break

Jun 2024 - Sep 2025 (1 year 4 months)

Head of Guestworks

Vacasa

Nov 2021 - Jun 2024 (2 years 8 months)

Managed and led all aspects of the Guestworks product from development, launch, and ongoing management including product, design, sales, marketing, legal, analytics, financial planning, and operations in a fast paced IPO atmosphere. • Worked closely with business leads and teams to execute a successful product launch with a new customer-facing technology platform turning Guestworks into one of two distinct service offerings of the company. • Built the Guestworks program from first sale and a revenue of $1M in its first year into an inventory of thousands of units with a revenue trajectory of $45M in 2024. • Oversaw sales goals and initiatives for a sales team of hundreds leading to 110% of sales plan achieved in 2023 with net growth averagi

Head of Account Management

Vacasa

Apr 2020 - Nov 2021 (1 year 8 months)

Led a team of 65+ contributors including Account Management and Onboarding Specialists ensuring high customer satisfaction with a high Net Promoter Score of 62. Helped migrate thousands of customers to new technology platform with company acquisition. • Developed key strategies leading to an 11% higher retention rate and an increase of 25 points in client Net Promoter Score. • Focused on processes that improved team member productivity in terms of case handling by 31%. • Fostered a culture of responsiveness which led to an increased client response time of 71%.

Director of Guestworks

Vacasa

Sep 2019 - Apr 2020 (8 months)

Launched a new service offering called Guestworks by working with the product and engineering teams while developing new sales and operational processes to support the program which resulted in exceeding sales and revenue goals. • Supervised a product launch that resulted in $14M in sales won within 16 months of product launch including a large B2B partnership. • Led the development of the sales pipeline, prioritizing partnership opportunities and developing/managing the sales processes. Prospecting, qualifying, negotiating, and closing sales. • Strategized program operations including resource management, setting clear objectives and goals while implementing automated operational process improvements.

General Manager

Vacasa

Sep 2016 - Aug 2019 (3 years)

Managed 200+ accounts across South Lake Tahoe and Mammoth Lakes, exceeding quota by 145% and earning the highest annual sales in the company in 2017 and 2018. • Created new opportunities to increase revenue by 150%+ year over year. • Developed new policies and processes, and mentored a team of 55 sales representatives on sales call documentation, reporting, networking strategy, and presentation delivery through webinars. • Created and presented proposals, pitch decks, and sales presentations to potential clients and partners. • Represented the company at trade shows, conferences, and networking events to build connections and generate leads. • Advocated for property rights at town council meetings as well as VRMA advocacy board.

Regional Sales Consultant

Vacasa

Oct 2014 - Sep 2016 (2 years)

Responsible for driving sales and revenue growth using a consultative sales approach. Created and implemented comprehensive business development strategies to achieve company objectives while building and maintaining strong customer relationships. Managed business development across South Lake Tahoe and Mammoth Lakes territories, exceeding quota by 140%. Stayed informed about industry trends and competitor activities to identify opportunities and threats. Led negotiations and secured favorable terms for new client contracts

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Owner & Director of Content Development

Tahoe Social LLC

Jan 2011 - Jul 2013 (2 years 7 months)

• Formerly The Global Recreation Experience • Collaborated with team of 5 to design website and implement SEO strategies, resulting in increased user experience and engagement. • Directed team of 10 outside contributors responsible for creating web content and promotional strategies. • Facilitated transfer of intellectual property to outside investors and partners.

Medical Assistant

Barton Health

Jun 2007 - Feb 2012 (4 years 9 months)

• Provided OB/GYN and orthopedic patient care to 160+ patients per week. • Designed and implemented training manual utilized by 20 employees, providing information on topics including documentation and injection procedures.

Group Sales and Other

Aramark

Jun 1999 - Apr 2005 (5 years 11 months)

• Coordinated all aspects of large group and party events including weddings with 300+ attendees.

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