March 2020 to February 2023
Director of Marketing and Ecommerce, Americas
During her three years at Neato Robotics, Alisha ascended to the role of Director of Marketing and Ecommerce, leading growth initiatives for both direct and indirect channels. Despite joining the company amidst the challenges of the COVID-19 pandemic, she adeptly navigated the shift to remote work and the surge in e-commerce demand, implementing impactful programs that brought stability and growth during uncertain times.
Leadership and Strategy
Strategic thinker who establishes trust and empowers teams to execute at the highest level, guiding them to success.
Negotiated and influenced key stakeholders to drive high-growth programs with short- and long-term impact.
Generated high purchase intent leads by more than 72% in 3 months by leading a high-priority project to synchronize dispersed CRM tools, enhancing customer segmentation and personalization, and customer care.
Go-to-Market Planning & Product Marketing
Launched a catalog of robot vacuums and accessories by leveraging market conditions, industry trends, and competitive landscape insights to inform go-to-market strategy, identify risks, and develop online and offline tactics.
Marketing Operations
Improved ways of working across internal and external stakeholders, improving cross-functional alignment.
Established a foundation for managing concurrent projects within schedule, budget, and scope by defining clear roles and responsibilities, implementing project management tools, and operationalizing efficient processes.
Improved communication and collaboration across stakeholders by fostering effective feedback loops to inform product roadmap priorities and ensure continuous improvement.
Operationalized the budget planning and management of the channel marketing MDF program in partnership with channel sales and executive leadership, maximizing return on investments with limited budgets.
Data Analysis and Forecasting
Strong analytical skills demonstrated through data-driven decision-making, including the use of Google Data Studio, Tableau, and Google Analytics.
Secured approval for marketing programs by constructing automated reporting dashboards, visualizing key metrics for email, SMS, search, social, programmatic, display, retail media activities to inform decisions.
Accurately forecasted inventory and sales velocity in combination with strategic price adjustments and promotions.
Channel Marketing
Increased return on ad spend (ROAS) and other key performance indicators (KPIs) from 03/20 through 12/22 through an omni-channel approach for online and offline channels.
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Marketing activities occurring on the retailer’s own website such as homepage takeovers, banner ads, sponsored ads, product listing ads (PLAs), and search ads combined with brand/product detail page (PDP) content improvements.
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Marketing activities outside of the retailer’s own website including social media ads/posts, search/display ads, app pushes, programmatic/streaming ads, emails, retail store displays, direct mail circulars, and sales enablement materials.
DTC Ecommerce Strategy
Increased revenue by $1.7 million from 01/21 to 12/22 and improved profitability for the direct-to-consumer business.
Doubled the website conversion rate and reduced bounce rates by identifying lucrative new-to-brand audience segments, A/B testing, and improving digital shelf merchandising and path to purchase.
Optimized customer experience with a seamless path to purchase, relevant advertising, pop-ups, and app pushes.
Introduced new digital sales channels—Shops and Checkout on Facebook and Instagram, SMS mobile marketing, Shop App by Shopify, Google Shopping, and affiliates.
Increased LTV and retention with upsell tactics and automated emails for abandon, restock, and post-purchase.
Integrated Marketing
Grew revenue by 78% (2022 vs 2021) and 49% (2021 vs 2020) for B2B2C (retailer, marketplace) and B2C channels.
Created a cohesive omni-channel marketing strategy across digital marketing, on-site, off-site, and store displays.
Performance Marketing
Ensured external agencies delivered results within allocated budgets while holding them accountable for performance. Proactively identified areas for enhancement and allocated dedicated budgets for A/B testing, focusing on refining copy, creative elements, and audience targeting strategies.
Optimized Amazon advertising mix strategy across programmatic, DSP, display, and sponsored ads to maximize sales and return on ad spend in combination with improving content on product detail pages and the brand store.
Brand Marketing
Collaborated closely with design agencies and brand experts to enhance brand perception through the refinement of brand guidelines, messaging, and creative assets, ensuring seamless consistency across all owned, earned, and paid channels. This included meticulous attention to detail on platforms such as websites, product pages, digital brand stores, retail displays, PR efforts, and advertising initiatives.
“Alisha Terry was a trusted partner who led the marketing operations for the Americas with passion and a steady hand. She was a highly effective leader who consistently demonstrated exceptional strategic planning, problem-solving, and management skills. As a leader, Alisha empowered her team members to take ownership of their work. She ensured they had the training and resources necessary to succeed. Her disciplined approach to managing her team’s deliverables resulted in several processes that improved execution significantly across Neato Robotics. Alisha is a highly respected leader, making her an invaluable asset to any organization. I wholeheartedly recommend Alisha Terry for any role that she chooses to pursue. With her dedication to excellence and ability to drive significant results, Alisha will be a tremendous asset to any organization.”
