Microsoft Office Excel
Rui Paulo Luís Martins
Head Of Sales & Marketing
Lisboa
Summary
Visionary Commercial Leader with 30+ years of top-tier performance in the pharmaceutical industry, spanning Rx and CHC markets. Expert in transforming underperforming operations, scaling commercial teams, and consistently driving revenue and margin growth.
Co-founder of a national pharma venture and senior leader in multinational settings. Recognized for bold execution, strategic clarity, and exceptional leadership under pressure. Adept at aligning cross-functional teams, forging partnerships with KOLs, and navigating complex regulatory landscapes.
Fluent in the language of business impact, with a reputation for making things happen—especially where others stall.
Overview
40
40
years of professional experience
10
10
years of post-secondary education
4
4
Languages
Work History
Head of Sales & Marketing
Alfasigma Portugal, Lda.
Lisbon, Lisbon
04.2018 - Current
- Reports to the Country General Manager with full ownership of the commercial P&L.
- Led the strategic and annual business planning processes, securing sustainable growth.
- Managed a diverse team across Prescription (Rx) and Consumer Healthcare (CHC) units: 3 PMs, 2 MAs, 4 Area Managers, 21 Sales Reps, 5 KAMs, 2 C&SS, 1 SFE/BI.
- Designed and executed CRM, segmentation, targeting, and sales effectiveness strategies.
- Developed business intelligence tools to optimize market performance monitoring.
- Ensured seamless coordination across supply and demand functions, preventing gray market leakage.
- Drove integration of brand and business reviews into performance dashboards.
Head of Marketing
Alfawassermann, Produtos Farmacêuticos, Lda.
Lisbon, Lisbon
03.2005 - 03.2010
- Reported directly to the General Manager with full accountability for business and marketing performance.
- Designed and monitored Business Plans, Marketing Plans, and P&L with a focus on strategic alignment and brand consistency.
- Directed a team of 3 professionals (1 Product Manager, 2 Marketing Assistants) and led the commercial training program for the sales force of over 20 medical representatives.
- Elevated brand positioning and market penetration through data-driven strategies and tactical execution.
Co-founder & Head of Marketing and Sales
Biosaúde, Produtos Farmacêuticos, Lda.
Lisbon
03.1997 - 02.2005
- Co-founded and led the commercial launch of a 100% Portuguese pharmaceutical company, driving the company's market entry strategy from inception.
- Conceived and executed the strategic business plan for national presence and commercial expansion.
- Built and led the entire commercial organization: 1 Marketing Assistant, 1 Sales Assistant, 3 Regional Sales Managers, and 25 Medical Representatives.
- Personally oversaw recruitment, onboarding, and training programs for the sales and marketing teams.
- Developed and launched new product lines while exploring untapped therapeutic areas and commercial segments.
Product Manager
Jaba Farmacêutica / Tecnimede, Lda
Lisbon
03.1990 - 02.1996
- Held dual tenures at Jaba Farmacêutica (4 years) and Tecnimede (2 years), reporting directly to the Director of Marketing & Sales.
- Designed and implemented the full marketing lifecycle for over 10 prescription products across CNS, Respiratory, and Cardiovascular segments.
- Successfully repositioned and relaunched key therapeutic brands, achieving double-digit growth in specialist prescriptions over a 24-month period.
- Led cross-functional initiatives involving medical affairs, sales teams, and external agencies to align clinical messaging and drive engagement.
- Played a pivotal role in revitalizing legacy portfolios, enabling market share recovery in underpenetrated specialties.
Regional Sales Supervisor (South)
Jaba Farmacêutica,S.A.
Lisbon
09.1989 - 08.1990
- Managed a team of 8 Medical Representatives across Southern Portugal, covering both hospital and ambulatory segments.
- Achieved >110% of regional sales targets through focused sales planning, daily performance coaching, and market coverage expansion.
- Reinforced collaboration between sales and marketing, acting as a key field liaison for product feedback and tactical alignment.
- Played a decisive role in boosting underperforming territories through personalized action plans and continuous monitoring.
Medical Sales Representative
Biofarma,Lda / Tecnifar, Lda / Jaba Farmacêutica,S.A.
Lisbon, Lisbon
11.1985 - 08.1989
- Consistently ranked among the top 10% of performers across national sales force.
- Promoted a portfolio of over 15 products across multiple specialties (GPs, specialists, hospitals), surpassing sales goals year over year.
- Built trusted relationships with over 200 physicians and pharmacists, becoming a reference point in assigned territories.
- Received multiple recognitions for excellence in client engagement, territory development, and compliance.
Education
Bachelor of Science - General Management Program
AESE - Escola De Direcção E Negócios
Lisbon, Portugal 04.2015 - 01.2016
Executive Coaching - Executive Coaching
AESE Business School
Lisbon 01.2014 - 12.2014
Bachelor of Science - Marketing
IPAM – Instituto Português De Administração De Marketing
Lisbon 04.2010 - 01.2013
Master of Science - Marketing Management
ISCTE
Lisbon 01.2003 - 12.2003
Executive Strategic Marketing - Strategic Marketing
Católica Lisbon School of Business & Economics
Lisbon 01.1993 - 12.1993
Executive Advanced Marketing Simulation - Advanced Marketing Simulation (Markstrat II)
Católica Lisbon School of Business & Economics
Lisbon 01.1993 - 12.1993
International English Enrichment - English Studies
International English Enrichment
London 01.1993 - 12.1993
Sales & Leadership Courses - Sales
INEPI & CIFAG
Lisbon 01.1993 - 12.1993
High School Diploma -
Escola Secundária D. Filipa De Lencastre
Santarém 04.1986 - 01.1987
Skills
- Strategic Planning & Budget Ownership
- Sales & Marketing Leadership
- P&L & Business Turnaround Management
- Cross-functional Team Leadership
- CRM, Segmentation & Sales Force Effectiveness
- Brand & Portfolio Management
- Commercial Operations & Business Intelligence
- Supply Chain Coordination
- Talent Development & Performance Management
- Sales team performance evaluation and incentive model design
Personal Information
- Date of Birth: 05/25/64
- Nationality: Portuguesa
Software
Microsoft Office PPT
Microsoft Office Word
Microsoft Office Outlook
CRM Systems (Veeva, Salesforce, and custom pharmaceutical CRM platforms)
Business Intelligence Tools (Power BI & Others)
Digital Communication (MS Teams, Slack and Zoom)
Timeline
Head of Sales & Marketing
Alfasigma Portugal, Lda.
04.2018 - Current
Bachelor of Science - General Management Program
AESE - Escola De Direcção E Negócios
04.2015 - 01.2016
Executive Coaching - Executive Coaching
AESE Business School
01.2014 - 12.2014
Bachelor of Science - Marketing
IPAM – Instituto Português De Administração De Marketing
04.2010 - 01.2013
Head of Marketing
Alfawassermann, Produtos Farmacêuticos, Lda.
03.2005 - 03.2010
Master of Science - Marketing Management
ISCTE
01.2003 - 12.2003
Co-founder & Head of Marketing and Sales
Biosaúde, Produtos Farmacêuticos, Lda.
03.1997 - 02.2005
Executive Strategic Marketing - Strategic Marketing
Católica Lisbon School of Business & Economics
01.1993 - 12.1993
Executive Advanced Marketing Simulation - Advanced Marketing Simulation (Markstrat II)
Católica Lisbon School of Business & Economics
01.1993 - 12.1993
International English Enrichment - English Studies
International English Enrichment
01.1993 - 12.1993
Sales & Leadership Courses - Sales
INEPI & CIFAG
01.1993 - 12.1993
Product Manager
Jaba Farmacêutica / Tecnimede, Lda
03.1990 - 02.1996
Regional Sales Supervisor (South)
Jaba Farmacêutica,S.A.
09.1989 - 08.1990
High School Diploma -
Escola Secundária D. Filipa De Lencastre
04.1986 - 01.1987
Medical Sales Representative
Biofarma,Lda / Tecnifar, Lda / Jaba Farmacêutica,S.A.
11.1985 - 08.1989
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