On August 7, 2024, Robina Gokongwei-Pe, President and CEO of Robinsons Retail Holdings, Inc., delivered a compelling presentation at the Filipina CEO Circle (FCC) Masterclass. Entitled “How the Snake Became a Handbag,” her talk offered an engaging blend of personal anecdotes, corporate history, and practical leadership lessons. Drawing from her extensive experience in the retail industry and her unique perspective as a second-generation leader of the Gokongwei empire, Robina’s presentation provided valuable insights into the complexities of leadership, the importance of resilience, and the enduring legacy of her father, John L. Gokongwei, Jr.
A Legacy of Reinvention
Robina began her presentation by paying homage to her father, the pioneering entrepreneur John L. Gokongwei, Jr. She highlighted his determination to drive Philippine industrialization, which laid the foundation for the Gokongwei Group’s success. From humble beginnings—starting with a small store in Cebu—Mr. John’s journey to building some of the country’s most prominent companies was a testament to hard work, frugality, integrity, and the boldness to dream. His story served as a powerful reminder of the values that continue to guide the Gokongwei Group today: entrepreneurial spirit, stewardship, and integrity.
The Rise of Robinsons Retail
Robina traced the evolution of Robinsons Retail from its early days, starting with the opening of Cebu Foodarama in 1969 and leading to the establishment of Robinsons Manila in 1980. She shared personal stories about her entry into the family business at 23, where she started as a management trainee, rotating through various roles—from receiving clerk to marketing—to gain a deep understanding of the business. By 37, she had risen to become the Group General Manager of three banners and 12 stores, and in 2018, she assumed the role of President and CEO.
Her narrative was not just about the milestones but also about the challenges, such as the urban legend of the “Taong Ahas” (Snake Man) at Robinsons Galleria—a story that, despite its absurdity, became an integral part of the Robinsons Retail folklore. Robina humorously acknowledged this myth, reflecting on how such tales, though unfounded, became part of the company’s narrative.
Lessons in Leadership
Robina distilled her experiences into eight key lessons for leadership, particularly for those who, like her, might find themselves as a DOB (Daughter of the Boss). These lessons included working doubly hard to prove one’s worth, adhering strictly to company rules, gaining experience outside the family business, and maintaining a sense of humility by avoiding entitlement—paying for purchases and flights, for instance, even if the family owns the company.
She emphasized the importance of advocacy, encouraging leaders not just to run a business but to stand for something greater. Additionally, she underscored the need to ask for help when necessary and to value the support of personal networks, including childhood friends and supportive spouses or partners.
Reflections on Gender and Leadership
In her candid reflections on being a female leader, Robina dismissed the notion that gender is a barrier in the workplace. She pointed out that employers often prefer women due to their attention to detail and hardworking nature. Yet, she acknowledged the importance of having a supportive partner, humorously advising that even if a husband or partner is henpecked, he should still be proud of his wife’s achievements.
The Power of Small Successes
Robina concluded her presentation with a powerful quote from her father: “Success doesn’t happen overnight. It’s the small successes achieved day by day that build a company.” This philosophy resonates deeply with her own journey—a journey marked by gradual, steady progress rather than quick wins. It is a reminder that in the world of business, patience, perseverance, and consistent effort are the keys to long-term success.
Robina Gokongwei-Pe’s FCC Masterclass was not just a recounting of her experiences but a masterclass in leadership, resilience, and the enduring power of values. Her story is a testament to the importance of staying true to one’s principles, learning continuously, and leading with both heart and mind. As she continues to steer Robinsons Retail toward greater heights, her lessons will undoubtedly inspire the next generation of Filipina leaders.
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