Seasoned business leader with 30+ years of experience in healthcare and pharmaceuticals, specializing in strategic commercial operations, business intelligence, and global channel optimization. Proven track record in go-to-market strategies, distribution and trade sales, eCommerce, and tender management in Emerging Markets.
Hi, I’m
Paulo Rei
Madrid
Summary
Overview
30
years of professional experience
Work History
GSKMadrid
Global Trade Channel Head, General Medicines
02.2018 - Current
Job overview
- Lead global trade strategies, focusing on B2B relationships, market penetration, and lifecycle management for mature product portfolios in Europe GCI and Emerging Markets
- Spearheaded the development and execution of innovative go-to-market models, optimizing commercial strategies and increasing market share through channel-specific approaches
- Collaborated with global and regional commercial teams to align affiliate operating plans with global brand and channel strategies, ensuring successful market launches and the execution of sales and marketing initiatives
- Championed digital transformation initiatives, integrating eCommerce and digital engagement strategies to complement traditional promotional efforts, driving competitive advantage and market growth
- Developed and deployed Net Revenue Management systems and capabilities, optimizing trade investment strategies and delivering incremental net sales growth across key markets
- Provided strategic guidance and systems to local teams for tender management, ensuring optimal engagement with healthcare providers and government institutions for sustained market leadership
GSK
EMAP Channel Director (Trade & Tender)
08.2016 - 01.2018
Job overview
- Developed and executed global trade strategies for established brands, leading commercial efforts across multiple regions to defend market share and respond to generic competition
- Led cross-functional task forces to elevate go-to-market models, ensuring industry-leading standards and optimized channel penetration through innovative partnership projects
- Strengthened distributor capabilities through comprehensive training programs and performance management, driving improvements in market access, pricing, and distribution strategies
- Supported regional teams in the deployment of best-in-class trade marketing initiatives, collaborating with sales and marketing teams to drive successful product launches and in-store activation
- Played a critical role in tender management, collaborating with global supply chains to optimize COGS and enhance tender operational processes across multiple markets
Haleon/GSK Consumer Healthcare
Country Manager CIS & Developing Markets
04.2010 - 07.2016
Job overview
- Established local entities, processes, and market structures in emerging markets, driving the expansion of GSK Consumer Healthcare in CIS and other developing regions
- Managed full P&L responsibility, leading the commercialization and lifecycle management of key brands while navigating complex regulatory environments and competitive market dynamics
- Worked closely with global supply and commercial teams to optimize distribution agreements, promotional partnerships, and third-party management strategies
Business Unit Head, Iberia (Spain & Portugal)
03.2007 - 03.2010
Job overview
- Led the integrated business unit for mass-market brands in Spain and Portugal, achieving a 3-fold market share gain for GSK's power brand, Sensodyne
- Developed and implemented strategic initiatives to strengthen market presence, optimizing both trade and retail sales channels
- Collaborated with cross-functional teams to ensure effective execution of marketing strategies, trade promotions, and sales growth initiatives
Education
ISEAD, Universidad Complutense de MadridMadrid, Spain
MBA
University Overview
Skills
- Strategic Negotiation: The GAP Partnership
- Inspirational leadership-The corporate Theater
- INSEAD ECR Labs- Leadership across boundaries
- Skilled in Performance Metrics, KPIs, and Dashboards using Power BI
Core Competencies
Core Competencies
- Go-to-Market Strategy Development & Execution
- Distribution & Channel Management
- E-Commerce Strategy & Digital Transformation
- Business Intelligence & Commercial Analytics
- Hospital & Tender Management
- Leadership & People Management
- Cross-Functional Team Leadership
- Data-Driven Decision Making
- Strategic Partnerships & Alliances
- Pricing & Revenue Optimization
Accomplishments
Accomplishments
- Spearheaded the implementation of an integrated Net Revenue Management system, delivering a significant uplift in trade channel performance across key regions.
- Successfully led the digital transformation of GSK's trade marketing efforts, driving eCommerce growth and increasing digital engagement by 40%.
- Optimized distributor selection and engagement processes, achieving improved performance and stronger market penetration in LATAM, MENA, and CIS regions.
- Established key partnerships with pharmacy chains and healthcare providers, resulting in enhanced go-to-market capabilities and sustained market leadership in critical product categories.
Prior roles
Prior roles
- European accounts KAM
- Territory manager
Languages
Portuguese
First Language
English
Proficient (C2)
C2
Spanish
Proficient (C2)
C2
Timeline
Global Trade Channel Head, General Medicines
GSK
02.2018 - Current
EMAP Channel Director (Trade & Tender)
GSK
08.2016 - 01.2018
Country Manager CIS & Developing Markets
Haleon/GSK Consumer Healthcare
04.2010 - 07.2016
Business Unit Head, Iberia (Spain & Portugal)
03.2007 - 03.2010
ISEAD, Universidad Complutense de Madrid
MBA
Similar Profiles
Sarah MellorSarah Mellor
Product Manager, NUCALA at GSKProduct Manager, NUCALA at GSK
Patricia MontgomeryPatricia Montgomery
Executive Assistant, Vice President at GSKExecutive Assistant, Vice President at GSK
RYANNE KOSICKRYANNE KOSICK
Marketing Manager Hematology Oncology at GSKMarketing Manager Hematology Oncology at GSK