Sign in

Retail management, merchandising, leadership, strategyCustomer Service

April 10, 2016

Contact this candidate


Antonio Quintin Gomez Valdes Jr.

#*** *. ******* **., ****. Pasadena, San Juan,Metro Manila, Philippines

Mobile: +639*********



November 2010 - Present

AGV Trade Solutions – Freelance consultancy

Waltermart Supermarket (February 2011 – Present)

Retail Trade Consultant – Fresh Category


Established systemic programs to enhance performance of the Gross Profit Rate which effectively grew by 700bpt from 7% to 14%;

Total Gross Profit Growth 20%

Backend margin growth of 54%

Overhaul of database structure

Strategic assortment and vendor rationalization

Proper classification of categories

Successfully changed the mindset in vendor management and negotiations resulting in streamlining com rates to result in increasing total gross profits. (front and back end)

Rebuilt the merchandising team from the ground up to establish credible competencies for a heightened negotiating leverage with vendors

Instituted programs and strategies that boosted sales to a consistently increasing, double digit growth rate for 4 consecutive years

Sales growth Year-on-year, double digits on an increasing rate from10% to 13.4%

Sales Contribution (share of total store) of Fresh growing year-on-year from 20% share to 27%

Set up programs that have made the Fresh the fastest growing category for the company, growing twice as fast as total store.

Increased sales value of the Fresh Category by 75% from 2B/yr to 3.5B/yr in 4 years.

Spearheaded direction to develop the category to be a destination, increasing the sales contribution from 20% to 27% to total store.

Restructured the Fresh Category hierarchy to a global standard for ease of analysis and monitoring



The competitive landscape of the industry has become more and more intense, where major players keep replicating each other’s innovations and constantly developing improvements for their Fresh Category, which makes it critical to determine an appropriate direction suitable for the chain.

Strategic Planning; Participate with a key role in designing strategies with top management to optimize core business and develop plans for expansion through understanding growth opportunities, both, organically and overall.

Leadership and Technical Expertise; Utilizing resounding knowledge from the industry, overall direction for merchandising and operations developing core competencies

Building the foundations of the Fresh Category from merchandising, systems and database, reports and analysis, organizational development, marketing direction, assortment planning and demand forecasting.

Merchandise Mix and Range Assessment; Analyze existing merchandise assortment portfolios from a category down to the sub-category levels (sku level), determining the target contributions for sales and gross profit.

Visual Merchandising; Supervises development of proper plan-o-gram and layouts of category in close coordination with store operations; Construct product quality standards for merchandise and display for optimization of visual appeal to customers; Assist in the development of the fresh section, modules, signages, displays and standards.

Pricing & Promotions; Facilitate development of a more concise pricing architecture to be established for proper positioning and promotional programming through comprehensive competitive market reviews.

Innovations; Facilitate the development of new concepts, determining the market feasibility as well as profitability, for integration into the category.

Vendor Relations Management; Review current standing of suppliers in terms of:

Sales per sqm

Revenue per sqm

Product and handling quality

Payment Terms

Other Income & Support

Critical Issues / Concerns

Recommend necessary actions for improvement.

Store Development; Design layout for Fresh category

Customer Flow

Modules and equipment

Chenmich Marketing Inc. (1.5 year Project)

Private Label Supplier of leading supermarket chains

Paper & plastic party needs


Built an efficient reporting system to monitor sales and inventory compatible to retail environment

Spearheaded programs that had direct impact in increasing company bottom line figures by 15%

Developed methods for assortment planning to maximized gross profits and minimize risks.


Strategic planning

Market analysis and development

Inventory management

Assortment planning

Development of procedures and controls

Product development

Golden Acres Farms Inc. (1 year Project)

Distributor of leading poultry brands in the supermarket

Largest hydroponic production of specific produce


Streamlined assortment planning and priority distribution planning to maximize sales to retail outlets

Standardized management of sales teams to provide excellent customer service through quality products and 98% service level

Developed a system for forecasting and replenishment for more effective distribution


Strategic Planning for retail distribution

Product development

Monitoring and analysis of product offtake

Ordering system for efficient replenishment

October 2009 – November 2010

Asst. Vice-President (OIC), Fresh Foods Division

(Simultaneously overseeing Private Label division)

Shopwise & Rustan’s Supermarket

Rustan Supercenters, Inc.


Double digit growths for all key performance indexes of the Fresh Category

Net Sales growth 14%

Gross Profit growth 18%

Gross Margin Rate growth 12%

Other Income growth 93%

Increased Fresh Category Contribution to Total Retail Sales

Sales 32% contribution

Gross Profit 31% contribution


Strategic planning and direction of Fresh Category

Overall management of merchandising for Fresh Foods Division:

Produce – Fruits, Vegetables, Grains & Eggs

Bakery – Central Bakery, Central Kitchen, In-Store Bakery

Seafood – Live, Fresh & Dried

Meat – Imported, Local Beef & Local Pork

Poultry – Imported, Local

Service Deli – Gourmet Delicatessen, Gourmet cheese, Prepared foods

Dairy – Industrial Dairy products, Ice cream, pasteurized

Frozen Foods – Processed meats, Vegetables

Conceptualize and implement strategies for Traffic builders & Margin builders

Head negotiation tactics to manage pricing, terms, sourcing, quality standards & other income (back-end margins)

Rebuild and enhance the quality image of Fresh Foods

Develop differentiation programs for assortment, promotions & positioning

Manage overall sales and profitability of Fresh Foods

June 2009 – October 2009

Division Manager, Meat & Poultry (concurrently with Private Label)

Shopwise & Rustan’s Supermarket

Rustan Supercenters, Inc.


Established controls and systems to turn around profitability of Meat which resulted in a Gross profit of 24%

Set-up the food service division, a central commissary to cater and service the requirements of the chain


Rebuild the quality image of the category

Restore profitability of the imported meat category

Regain leadership in meat in terms of Sales, Margin and overall image quality

Reconstruct quality and cutting standards of the category

July 2008 – October 2009

Division Manager, Private Label

Shopwise & Rustan’s Supermarket

Rustan Supercenters, Inc.


Pioneered the global strategic direction and standards to develop Private Label as an independent category which revolutionized the industry in the Philippines

Successfully developed and launched 500 SKUs across three main categories (Food, Non-Food & Fresh)

Created a methodology for private label development to identify areas for expansion to ensure market acceptability and maximize profitability


Set-up Private Label division

Sales Objective: To increase market share of private label items across all categories.

Margin Objective: To be the leader in gross margins per item and increase profitability across all categories through progressive gross margin performance.

Building Private Label brands in three levels; Core, Premium & Value

Develop Private Label items across categories

Paper & Plastic products


Health & Beauty


Baking Needs

Canned & Bottled goods

Oil & Shortening

General Merchandise

Increase market share of Private Label brands

February 2008 – July 2008

Asst. Division Marketing Manager, Marketing Division, Shopwise, Rustan Supercenters, Inc.


Developed the mailer program “SAVE BIG” branding and strategies which created a distinct advantage and generated other income as well.

Built a reporting tool to analyze and substantiate direct impact and performance of promotions.

Created out-of-box innovations in promotional activations to achieve specific objectives; increase walk-ins, increase transaction counts; boost sales

Cost-effectively managed advertisements and promotion to maintain a 2% to sales budget.

Planning, Development and execution of Ad, thematic and regular promotional campaigns and events

Development, managing and coordination bi-monthly circular with merchandising and operations

Defines parameters of promotional campaign to determine successful achievement of objectives

Analysis, reporting and supervision of programs

October 2006 – February 2008

Assistant Division Manager, Fresh Division, Shopwise, Rustan Supercenters, Inc.


Developed the gourmet delicatessen / charcuterie section branded as “Le Gourmet” which became a one of the leading categories of Fresh.

Played a significant role in building the strategic market clustering matrix to distinguish three formats of the retail stores. Shopwise – Hypermarket; Rustan’s Fresh; Rustan’s Expresslanes


Overall supervision of fresh merchandising group as well as technical direction and training for handling and display of store operations outright purchases

Sales, Gross Profit and Net Income performance of entire fresh division comprising of Meat, Poultry, Produce, Dairy, Deli, Seafood and Bakery.

Manage and lead a team of merchandise managers, junior buyers and merchandise clerks.

Coordinate and direct negotiation strategies towards development of harmonious relationships with trade partners.

Organize divisional programs, promotions, merchandise tactics and pricing strategies of the entire division.

February 2005 – October 2006

Merchandise Manager, Meat Department & Poultry Department, Fresh Division, Shopwise, Rustan Supercenters, Inc.


Increased Gross Profit of the Meat Dept. by 59% and Net Profit by 88%

Increased Gross Profit of Poultry Dept. by 56% and Net Profit by 58%

Spearheaded the first ever CHILLED BEEF PROGRAM with natural fall Australian Grade A beef importation to the Philippines.

Led the structured butchery training and development program to improve the skill sets of butchers which became an integral part in making the Meat & Poultry category the number one GP earner for the company.

Developed improved ordering, distribution and replenishment procedures for carcass balancing within the chain.


Conducts technical training seminars for operations for maintenance and standardization of product quality, display management, product presentation and value assortment across all stores.

Study and monitor existing operational procedures and develop improvements towards efficiency and control.

Facilitation of supplier relations, sourcing, pricing, negotiations and purchasing functions of the department.

Improve standing on sales, gross profit and net income of the department through efficient management of existing processes.

Development of new improvisations to create excitement within the departments.

Development of innovative cuts and value-added items.

Develop operational controls to minimize shrinkage/spoilage through efficient carcass balancing, proper handling and storage procedures.

Augment and maintain marketing promotions and effective display arrangements to boost patronage.

Develop and implement appropriate hygiene and sanitation practices for store operations to prevent cross-contamination and reduce incidence of bacterial proliferation.

Develop and sustain overall image of quality, value and service.

Create new avenues of strategic marketing and product development to expand new markets for the departments.

May 2003 – February 2005

Merchandise Manager, Produce Department,

Fresh Division, Shopwise, Rustan Supercenters, Inc.

Accomplishments and Accountabilities:

Increased Net Profit of Produce Department by 224%

Conceptualized selling, display and marketing strategies for Rice and Grains which resulted in 70% growth of the sub-category.

Maintaining facilitation of supplier relations, sourcing, pricing and negotiations.

Constructed quality standardization structure for an outright application across all stores.

Created an improved of ordering and pricing system for a more precise function of merchandising.

Designed systemic operational procedures for application to store to minimize shrinkage/spoilage.

Overall management and dissemination of technical operational guidelines of the Fresh Produce section, across all stores.

Streamlined suppliers and developed packaging standards for fresh vegetables and fresh fruits.

Designed functional and aesthetically suitable display fixtures for Produce.

November 2002 – May 2003

Director, Marketing Division,

Zagu Foods Corporation subsidiary of Spencer Foods Corporation

Primary objective was to create and integrate a marketing division that would handle all merchandising and promotional functions, develop and manage new brands and improve image of existing brands.

May 2002 – November 2002

Department Head, Fresh Department

Glo-ri Supermarket, Glorimart Trading Inc.

Responsible for developing new systems for purchasing, pricing, marketing and quality standardization programs commensurable to the desired image strategy of the company. Focused on the developing efficiencies as well as the systematic implementation of merchandising and operational procedures of the Fresh (Perishables) Category.

June 1998 - April 2002

Farm Manager

CJVC Farms

A non-commercial family-owned property of approximately 200 hectares of fruit bearing trees(Mango, Papaya, Custard Apple, Santol, Jackfruit, Tamarind, Citrus, etc.) and diversified farm projects ranging from vegetable farming, livestock to fish pen operations.



BS Agri-Business Management, College of Economics and Management, University of the Philippines at Los Banos (COLLEGE)


BS Interdisciplinary Studies, College of Arts and Science, Ateneo de Manila University (COLLEGE)


Intermediate Education Xavier School, San Juan, MM (HIGH SCHOOL)


Secondary Education Xavier School, San Juan, MM (GRADE SCHOOL)



Meat and Livestock Australia Cutting Edge Training Seminar, 5 day training workshop on red meat cutting innovations conducted by Australian Master Butcher Barry Lloyd, Milkyway, Makati City, Philippines


USDA Agricultural Trade Office and US Meat Federation, Certificate in Supermarket Management, Certificate in Food Store Retailing – Store Operations, March 14 – 16, 2005 ABC USDA ATO Makati, Philippines Conducted by Eric Choon, US Meat Federation.

Food Marketing Institute and USDA Agricultural Trade Office, Food Safety Technical Assistance Workshop, February 23 – 24, 2005 ABC USDA ATO Makati, Philippines. Food hygiene and sanitation seminar conducted by Lawrence Pong, REHS SF Environmental Health, DPH SF, CA


SGV&CO., Effective Negotiation Techniques and Strategies. Manila Peninsula, July 10 – 11, 2003 A 2-day training and seminar for retail procurement officers focused on negotiations in a business environment. Conducted by Mr. Norman Gauss


Schiller Institute Conference on Global Economic Infrastructure, keynote presentation by Prof. Lyndon H. Larouche. The main topic was the discussion on the global insights of the events happening in the financial-monetarist system of economy and how to prevent this crisis. A 3-day event at Washington D.C., U.S.A., September, 2002

Fisheries and Aquaculture Business Opportunities Seminar, Legenda Hotel Subic Bay Freeport Zone. Republic of the Philippines Department of Agriculture, Bureau of Fisheries and Aquatic Resources, Royal Norwegian Embassy – Commercial Section, Norwegian Trade Council, June 2002


Schiller Institute Conference on World Economic Development A 3-day conference on global financial economics, Washington D.C., addressed by U.S. statesman Lyndon H. Larouche. 3-day Cadre seminars were given after the conference with additional deployment training for 5 days in Los Angeles, CA., September, 2001


First Agribusiness Management Study Tour

The College of Economics and Management of the University of the Philippines at Los Banos conducted plans for the first ever international study tour program. The countries visited were Thailand and Singapore.


Birthdate: June 1, 1973

Marital Status: Married

Children: 2

Height: 6’0 ft.

Weight: 280 LBS.

Nationality: Filipino

Religion: Roman Catholic


Mr. Christian H. Couvreux

Independent Director of Supervisory Board, X5 Retail Group N.V., Russia

COO, Rustan Supercenters, Inc., Philippines

CEO, Groupe Casino, France

Mr. Erwin Spencer Lim

C00, Spencer Foods Corporation

Ed. April 2015

Contact this candidate