Alyssa Yoneyama in

Alyssa Yoneyama

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President and Chief Executive Officer at Yonex
📍 Japan

Alyssa Yoneyama is the President and CEO of global sports equipment company Yonex, continuing her familys legacy as the third-generation leader. With a background in marketing and a Masters in Applied Psychology from USC, she has progressively climbed the ranks within the company, focusing on global growth and innovation.

Born in the U.S. and having spent time in both America and Japan, Alyssa has a bicultural perspective. She moved to Tokyo with her family in 2022 to assume the CEO role. She is a mother of two and has mentioned enjoying rediscovering the parks and streets of her own childhood with her children.

She became President of Yonex shortly after the birth of her second child, navigating a major career transition and an international move simultaneously.

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Experience
16 Years
Current Role
President and Chief Executive Officer
Job Level
Leadership
Location
Japan
Personality Overview

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Communication Style
Decision Approach
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Priorities

Topics Alyssa cares about

Racquet Sports Growth
Her entire career is focused on the growth of tennis and badminton. She is actively working to increase Yonex's market share, particularly in North America.
Brand Heritage
As the granddaughter of the founder, she frequently discusses honoring the company's 75+ year legacy and the Japanese culture of craftsmanship, or "Monozukuri".
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Career

Work history

4-2022
President and Chief Executive Officer
Yonex
7-2021 - 6-2023
Director, Marketing
Yonex
3-2016 - 6-2021
Senior Marketing Manager
Yonex USA
1-2014 - 12-2015
Marketing Manager
XYZ
2010 - 2013
Program Coordinator
UC Berkeley Center for Japanese Studies
In the press

Media appearances

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Education
2005 - 2009
Bachelor of Arts
University of California, Berkeley
2013 - 2014
Master of Science (MS)
University of Southern California
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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