May 2011 to May 2016
Retail Channel Marketing and Operations
During her early career at Sony Interactive Entertainment (PlayStation), Alisha Terry ascended the ranks within the retail marketing organization, initially concentrating on physical store and merchandising endeavors before expanding her expertise to encompass digital marketing for retail e-commerce sites.
Project/Program Management
Collaborated closely with IT, retail operations, and field teams to conduct rigorous testing of a custom merchandising software tool integrating invaluable by-store sales data. Alisha meticulously validated the accuracy of the data and took the lead in devising the training plan, facilitating seamless adoption by merchandising representatives for on-the-go access in the field.
Successfully executed multiple merchandising concurrent projects within specified timelines, budget constraints, and scope requirements across 12 districts, 3 regions, and a network of 150 field ambassador representatives.
Product Launch Execution
Successfully achieved 100% hardware and software product physical retail store presence through meticulous planning and execution of a strategic rollout to the mass market. Collaborated closely with cross-functional teams to develop contingency plans, mitigate risks, monitor progress, and ensure controlled outcomes throughout the process.
A highly effective communicator who delivers comprehensive reports to senior leadership through concise written summaries, providing valuable insights that inform future strategic decisions.
Retail Operations
Implemented a cost-saving initiative by developing a comprehensive scorecard tracking system for the field team, enabling identification of opportunities for cost optimization in areas such as mileage, drive time, and labor expenses, resulting in significant cost reductions.
Achieved cost reductions in operations by implementing a streamlined process that enhances coordination between the warehouse, technical support, and field teams, effectively minimizing inventory waste and inefficient shipping costs.
Retail Marketing
Amplified foot traffic and sell-out for pre-orders by generating demand for PlayStation VR by implementing the demo experience in select Best Buy stores in combination with proximity based geo-advertising.
Recognized and executed pivotal channel marketing initiatives both online and offline for Best Buy and Target retailers, strategically aligned with overarching sales objectives.
“You can always count on Alisha Tolentino to get the job done. She’s an advocate for her account, her partners, her project. She approaches all her work with a project management frame of mind - tasks, timelines, benchmarks - to get the most difficult projects done. Alisha is one of the smartest and quickest people you’ll ever work with. I worked with Alisha in various capacities at PlayStation over ten years and was always glad to have her on my team. She is an outstanding professional and one I would hire in a heartbeat again and again.”
“I was fortunate to have Alisha as my manager for two years during my time at SCEA. More than a manager, Alisha was an amazing coach and a mentor. She is very dedicated, ambitious, results-driven, caring and thoughtful. As a manager, she pushed me to go above and beyond my daily tasks and helped me develop strong analytical, communications and problem solving skills. Her positive can-do attitude made her an absolute pleasure to work with. Above all, I am thankful for her mentorship and dedication in helping me become a better marketing / data analyst professional. Anyone who reports to Alisha will be lucky to have her as a manager.”
“Alisha reported to me directly as the Retail Marketing Operations Manager. While in this role, Alisha managed the day to day operational tasks that went into retail marketing execution for PlayStation. She was extremely detail oriented and never missed a deadline or a detail. Alisha was always very professional with our 3rd party partners and was well respected by the team at PlayStation. I could always count on Alisha to identify what needed to get done and make decisions to get it done without having to be asked or micromanaged. She was a motivated & self driven individual that I always enjoyed having on my team.”
“I have worked with Alisha for 8+ years at PlayStation and each of those years she has demonstrated a proactive and positive approach to her responsibilities. Alisha’s attention to detail and quick response time is invaluable to the never ending program and direction changes. She is able to gather necessary information on multiple projects and bring order to objectives all while keeping a cool, calm, collected demeanor. She never fails to add a creative touch when appropriate. I highly recommend Alisha, she would be an asset to any team.”
