Career Highlights:

  • 30+ years of experience.
  • Disciplines include Retail Sales and Operations Management.
  • Career spans positions at Parnelli Jones, Discount Tire of California, American Tire Depot, and Zafco International.


Minoo has more than 30 years of successful retail management experience with some of the largest and most notable retail organizations in the US market, as well as the United Arab Emirates.


His career path has led him from managing various Parnelli Jones locations in Southern California, to becoming General Manager at Discount Tire of California, directing 65 stores employing over 350 people in 30 states. After more than a decade of service, winning numerous company awards, Minoo moved on to become a Regional Vice President of American Tire Depot, overseeing 69 stores, 450 employees, as well as their online tire sales. He also opened 10 new stores within a two-year period.

Most recently, Minoo was General Manager for Zafco International, leading their long-term retail expansion plans and subsequent purchase of Martino Tire & Auto — adding 10 new locations in two years. Same-store sales increased 20% in the first year. He was then recruited by Zafco Global Headquarters on special assignment to revitalize their retail operations in Dubai.

Minoo is also fluent in Farsi, Hindi, and Gujarati.


  • Retail Sales, Marketing, and Advertising
  • Strategic Planning
  • Risk Assessment
  • Employee Recruitment, Training, and Management
  • Purchasing and Vendor Negotiation/Relations
  • Budgetary Compliance, P&L
  • Financial and Asset Management
  • New Store Development and Site Planning
  • POS System Implementation

Minoo’s wide-ranging expertise provides Tire Consultants Group with a deep well of knowledge and experience in the retail channel.

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