Rui Pedro Carvalho

Lead commercial strategy and execution for Portugal, driving sales, activation, capability building and performance management. Led implementation of a new business model in a challenging market, managing change across teams and the independent sales organization.

Led E2E commercial transformation and business-model implementation across 11 markets, defining common frameworks and ways of working while adapting execution to local market dynamics. Delivered results through local management teams, combining senior stakeholder alignment, capability building and structured performance follow-up.

Held full P&L and country General Management responsibility for the UK/ROI business, leading commercial performance, people and cross-functional priorities. Delivered a doubling of sales growth by accelerating online customer acquisition, maintaining business continuity through major post-Brexit logistics disruption.

Held regional commercial responsibility for Western Europe, leading a new business-model implementation that generated double-digit growth in the Netherlands and UK/Ireland post-launch. Built the roadmap for future market rollouts and connected local market needs with new digital routes to market.

Defined and executed the national sales and market strategy, leading five Area Sales Managers through target setting, coaching and structured performance management. Grew the market to approximately 45,000 active sellers, the highest level achieved in Portugal to date.

Held full country leadership and P&L responsibility for the Portuguese business, leading a 24-person organization, defining market strategy and driving commercial transformation. Launched an international Digital Youth project with the Spanish head office and European sales structures.

Designed and implemented sales capability programs covering product knowledge, selling skills and leadership development. Combined national capability-building responsibility with regional sales ownership, doubling the number of top leaders in the area within one year while managing two Area Sales Managers.

Owned regional sales and business-development targets through activity planning, target setting, training and local commercial initiatives. Developed the first top leader in Madeira in more than ten years.

Managed sales and customer relationships across Central and Southern Portugal, combining account development and prospecting. Implemented a new first-price line layout across Continente stores in the South.

Managed the commercial offer for books, video, music and stationery, including suppliers, promotions, assortment and competitive positioning. Led the second biggest non-food operation each year (Back to school) and contributed to significant books-segment growth.

Worked on campaign evaluation, competitive analysis, reporting and shelf-space allocation. Replaced old-school printed reporting with an interactive Excel-based decision-support tool.

Bachelor's degree in Marketing & Advertising (pre-Bologna, 4-year program).

Executive Program Saber Liderar.

Post-graduation in e-business.

NLP Master Practitioner certification.

Certified Trainer certification.