Robinsons Retail strengthens C-suite with new chief marketing, data officers

Robinsons Retail Holdings, one of the largest retail conglomerates in the Philippines, has appointed a new chief marketing officer and chief data officer, signalling a more deliberate push to strengthen brand-building and data capabilities as it scales its multi-format business.

Effective 1 May 2026, both roles will report directly to president and CEO Stanley Co, the company announced on Monday.

Angela Totanes (pictured, left) has been named chief marketing officer, taking on responsibility for corporate branding and enterprise-wide marketing initiatives. Her mandate includes driving more integrated campaigns across Robinsons Retail’s portfolio while strengthening collaboration between business units.

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Totanes is a long-time company insider with 14 years at the group. She previously served as marketing services manager for Robinsons Supermarket, a role she has held since 2015.

Alongside this, Azaleah Amina Rillo (pictured, right) has been appointed chief data officer, where she will lead data and analytics initiatives across the organisation. Her remit includes overseeing customer data management and advancing data-driven programmes aimed at deepening customer engagement and unlocking growth opportunities.

Rillo also brings 14 years of experience within the Gokongwei Group, most recently serving as vice president for digital transformation at JG Summit Holdings since 2019.

“These appointments reflect the strength of leadership we are continuing to build across the organisation. We are confident that Aja and Amina will bring valuable contributions in their new roles,” said Robinsons Retail vice president for human resources Marco Angelo Padernal.

CEO Co framed the move as part of a broader evolution in how the business connects brand, operations and customer understanding.

“As Robinsons Retail continues to grow, it becomes even more important for us to strengthen how we build our brands, work across business units, and use data to better understand and serve our customers. Aja and Amina bring the experience and perspective to help us build these capabilities in practical and meaningful ways,” he said.

Founded in 1980 by the late entrepreneur John Gokongwei Jr., Robinsons Retail has grown from a single department store in Robinsons Manila into one of the Philippines’ largest and most diversified multi-format retailers.

Today, the company positions itself as a lifestyle partner to Filipino consumers, with a focus on delivering accessible, experience-led retail across everyday touchpoints. Its portfolio spans a wide mix of formats, from supermarkets and convenience stores to drugstores, department stores and DIY outlets.

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