Rafael Cuellar
Clifton,NJ
Summary
Dynamic CEO with a proven track record at multiple corporations, driving operational excellence and strategic visioning. Achieved significant growth by streamlining processes and enhancing customer focus. Renowned for inspirational leadership and financial acumen, fostering talent development and innovation to ensure long-term success.
Experienced executive prepared for leadership roles with strong focus on strategic vision, operational excellence, and driving growth. Expertise in team collaboration, navigating complex challenges, and delivering impactful results. Skilled in financial management, strategic planning, and stakeholder engagement. Highly adaptable and reliable, excelling in dynamic environments.
Overview
38
38
years of professional experience
1
1
Certification
Work History
CEO
CUE Promotions LLC Dba Fully Promoted of Clifton
11.2023 - Current
- Developed training programs for leadership succession, ensuring talent continuity within the organization.
- Streamlined supply chain processes, reducing lead times and improving inventory management systems.
- Enhanced brand reputation with effective marketing campaigns and public relations efforts.
- Fostered strong relationships with industry partners to expand business opportunities.
CEO
RC Fitness LLC Dba Crunch Fitness of Clifton
01.2019 - Current
- Developed communication materials for internal and external stakeholders
- Achieved company growth by implementing strategic plans and streamlining operations.
- Created a positive work culture, resulting in increased employee satisfaction and retention rates.
- Established new revenue streams by identifying market opportunities and launching innovative products or services.
CEO
Shoprite Liquors of Clifton LLC
07.2016 - Current
- Directed strategic initiatives, enhancing operational efficiency and customer satisfaction.
- Implemented cost-saving measures, optimizing resource allocation across multiple departments.
- Fostered a culture of innovation, encouraging team collaboration to drive business growth.
- Established key performance indicators, monitoring progress toward organizational goals.
Founder
Karma Verde Fresh
03.2016 - Current
- Developed and implemented sustainable sourcing strategies to enhance product quality and environmental impact.
- Established operational frameworks for inventory management, ensuring optimal freshness of ingredients.
- Cultivated partnerships with local farms, promoting community engagement and supporting local economies.
- Redirected initiatives for company directional change from product production to rack systems and manufacturing
CEO
Daisy ECO Corp.
05.1996 - Current
- Managed real estate portfolio and long term development of asset.
- Managed rental structure of properties
- Secured financing for critical projects through negotiation of favorable loan terms with financial institutions or investors.
Chairman
Loss Prevention for Wakefern Food Corp.
07.2008 - 12.2025
- Led strategic initiatives to enhance loss prevention protocols across multiple departments.
- Led initiative of facial recognition implementation
- Led initiative for AI analysis in loss prevention monitoring
- Chaired meetings, disseminating information and fielding questions.
CEO
Cuellar LLC Shoprite of Passaic/Clifton
08.2005 - 12.2025
- Collaborated with team to develop strategic initiatives aligning with company vision
- Conducted market analysis to identify growth opportunities and industry trends
- Assisted in creating operational plans to enhance efficiency and effectiveness
- Supported senior leadership in decision-making processes through research and data analysis
- Developed key operational initiatives to drive and maintain substantial business growth.
- Built productive relationships with industry partners and competitors to support strategic business objectives.
CEO
ECO & Sons Inc. Dba President Supermarket
05.1996 - 07.2005
- Pulled company out of $1MM debt and made profitable within less than a year and also paid off debt.
- Restructured team to activate profit stream and efficacy of the business
- Supported senior leadership in decision-making processes through research and data analysis
- Achieved company growth by implementing strategic plans and streamlining operations.
US Naval Officer
US Navy
10.1987 - 09.1996
- Led strategic operations ensuring mission readiness and compliance with naval protocols.
- Developed and implemented training programs enhancing team performance and operational effectiveness.
- Coordinated multi-departmental exercises improving interdepartmental communication and collaboration.
- Analyzed intelligence reports to inform tactical decisions affecting mission outcomes.
Education
OPM Owner President Manager Program - Business
Harvard Business School
Boston, MA05-2019
MBA - Food Marketing & Management
Saint Joseph's University
Philadelphia, PA05-2014
Master of Arts - Economics
Fordham University
Bronx, NY05-1994
Skills
- Effective decision making
- Operational excellence
- Customer focus
- Strategic visioning
- Financial acumen
- Corporate governance
- Succession planning
- Inspirational leadership
- Leadership and people development
Accomplishments
Held Executive Board positions on the United States Hispanic Chamber of Commerce, the Latino Coalition of the United States, the New Jersey Chamber of Commerce, the New Jersey Food Council, the United Way of Passaic County, and the Downtown Merchants Corporation of Passaic New Jersey.
Affiliations
- Lions Club of Passaic County
- William Paterson University Foundation
- Presidents council of Fordham University
- Morristown Hispanic Chamber of Commerce
- Finance Council of the Diocese of Paterson New Jersey
- Northern New Jersey Chamber of Commerce
Certification
- Certified Sommelier
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
CEO
CUE Promotions LLC Dba Fully Promoted of Clifton
11.2023 - Current
CEO
RC Fitness LLC Dba Crunch Fitness of Clifton
01.2019 - Current
CEO
Shoprite Liquors of Clifton LLC
07.2016 - Current
Founder
Karma Verde Fresh
03.2016 - Current
Chairman
Loss Prevention for Wakefern Food Corp.
07.2008 - 12.2025
CEO
Cuellar LLC Shoprite of Passaic/Clifton
08.2005 - 12.2025
CEO
Daisy ECO Corp.
05.1996 - Current
CEO
ECO & Sons Inc. Dba President Supermarket
05.1996 - 07.2005
US Naval Officer
US Navy
10.1987 - 09.1996
OPM Owner President Manager Program - Business
Harvard Business School
MBA - Food Marketing & Management
Saint Joseph's University
Master of Arts - Economics
Fordham University
Appointments
- Presidential Appointment to the Board of the National Cooperative Bank Washington DC
- Gubernatorial Appointment to Sales Use and Tax Commission of New Jersey