Umair Baghpati
Commercial Leader, Healthcare | £300m+ Portfolio across MEA | Commercial Excellence, Go-To-Market, Net Revenue Management
Eighteen years ago, I was planning Media in Karachi. Today i lead a £300m+ healthcare portfolio across Middle East &
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The path ran through trade marketing, sales operations, category management and two major post-merger integrations - GSK- Novartis and GSK-Pfizer, before Haleon. Every role taught the same lesson: growth comes from joining strategy to execution, not choosing between At Haleon, I lead customer marketing and go-to-market for the Oral Health portfolio, home to Sensodyne, Parodontax, Aquafresh and Corega. This year has meant £4m of realised growth and 2% brand growth against a category up 7%, built on category management, new price-pack architecture, MEAs first innovation tracker and a top-to-top customer What drives me is building the systems, capability and partnerships that let a business grow with discipline. If that is the commercial leadership your team needs, let's talk.
GTM Index
- HALEONJOB
- Category and Mass Market G…4Y 1M
Category and Mass Market GTM Lead, MEA
Haleon
I lead customer marketing and go-to-market for Haleon's £300m+ Oral Health portfolio across MEA, owning a £7m budget and a team spanning the region. My focus has been turning portfolio strategy into growth that holds: £4m realised this year from a new price-pack architecture, and +10.2% brand growth against a category up 5.7% in UAE, KSA and Turkiye. I introduced MEA's first Innovation Tracker and Perfect Store standards, which unlocked £2.4m in incremental sales from whitespace the region had been missing. I also built our first top-to-top customer platform, lifting Advantage scores into the top 5 of 21 suppliers in UAE and South Africa. Underneath it all sits the governance, capability an…
- GSKJOB
- Customer Mktg, Sales Opera…2Y 3M
Customer Marketing, Sales Operations and E-commerce Manager, Gulf and Near East
GSK
Across the Gulf and Near East I brought customer marketing, sales operations and ecommerce under one agenda. I delivered £4m through net revenue management, mix and pricing, while growing ecommerce at 140% CAGR as the channel came of age. I embedded the commercial cycle governance that tightened forecasting and S&OP alignment across demand, supply and commercial teams. Leading a team, I focused on making the business more disciplined and more joined-up.
- Head of Trade Mktg, Gulf a…2Y 1M
Head of Trade Marketing, Gulf and Near East
GSK
Stepping up to lead trade marketing across the region, I took on broader commercial ownership during the GSK-Pfizer integration. I led the commercial integration and governance alignment, delivering +4% gross-to-net on a £70m base. When other levers fell short, promotion optimisation alone carried 60% of the total NRM target and secured full-year delivery. I built and developed a four-person team across shopper marketing, category management and in-store execution.
- Trade Mktg Mgr, Gulf and N…2Y 5M
Trade Marketing Manager, Gulf and Near East
GSK
I owned trade marketing for the region's largest pharmacy channel, expanding into channel strategy and in-store excellence. Leading the GSK-Novartis commercial synergy work, I delivered +7% gross-to-net on a £100m base. Insight-led shelf communication and category programmes lifted share of shelf by 4% and sales by 7% across the channel.
- Sales Operations Mgr, Gulf1Y 4M
Sales Operations Manager, Gulf
GSK
Moving from a country role into a regional platform, I built the analytics and discipline behind commercial performance. I raised forecast accuracy from 67% to 87%, a step-change for the region, and launched daily performance dashboards. I also standardised sales incentive and KPI governance, and tightened pipeline tracking and trade-spend discipline.
- Trade Mktg & Sales Operati…11M
Trade Marketing & Sales Operations Manager, KSA
GSK
In KSA I took on broader commercial ownership across planning, pricing and field execution. I led the Sensodyne relaunch to a market share gain of around 2%, delivered 85% forecast accuracy, and launched the market's first customised Hajj campaign.
- National Key Accounts Mgr1Y 9M
National Key Accounts Manager
GSK
Leading a team of six with full ownership of major customers, I stepped into people leadership and growth delivery. I delivered 33% year-on-year growth on a £9m key-accounts base.
- Trade Mktg & Key Accounts…1Y 2M
Trade Marketing & Key Accounts Manager
GSK
I established the trade marketing and key accounts function in Pakistan, creating the platform for modern-trade growth and stronger commercial discipline.
- HAROON REAL ESTATEJOB
- Sales Mgr1Y 9M
Sales Manager
Haroon Real Estate
- MINDSHAREJOB
- Assistant Media Planner8M
Assistant Media Planner
Mindshare
- Job: Haleon — Category and Mass Market GTM Lead, MEA · 2022-07 – present — I lead customer marketing and go-to-market for Haleon's £300m+ Oral Health portfolio across MEA, owning a £7m budget and a team spanning the region. My focus has been turning portfolio strategy into growth that holds: £4m realised this year from a new price-pack architecture, and +10.2% brand growth against a category up 5.7% in UAE, KSA and Turkiye. I introduced MEA's first Innovation Tracker and Perfect Store standards, which unlocked £2.4m in incremental sales from whitespace the region had been missing. I also built our first top-to-top customer platform, lifting Advantage scores into the top 5 of 21 suppliers in UAE and South Africa. Underneath it all sits the governance, capability an…
- Job: GSK — National Key Accounts Manager · 2011-04 – 2013-01 — Leading a team of six with full ownership of major customers, I stepped into people leadership and growth delivery. I delivered 33% year-on-year growth on a £9m key-accounts base.
- Job: Mindshare — Assistant Media Planner · 2007-06 – 2008-02
- Job: Haroon Real Estate — Sales Manager · 2008-03 – 2009-12
- Job: GSK — Trade Marketing Manager, Gulf and Near East · 2015-07 – 2017-12 — I owned trade marketing for the region's largest pharmacy channel, expanding into channel strategy and in-store excellence. Leading the GSK-Novartis commercial synergy work, I delivered +7% gross-to-net on a £100m base. Insight-led shelf communication and category programmes lifted share of shelf by 4% and sales by 7% across the channel.
- Job: GSK — Head of Trade Marketing, Gulf and Near East · 2018-01 – 2020-02 — Stepping up to lead trade marketing across the region, I took on broader commercial ownership during the GSK-Pfizer integration. I led the commercial integration and governance alignment, delivering +4% gross-to-net on a £70m base. When other levers fell short, promotion optimisation alone carried 60% of the total NRM target and secured full-year delivery. I built and developed a four-person team across shopper marketing, category management and in-store execution.
- Job: GSK — Trade Marketing & Sales Operations Manager, KSA · 2013-02 – 2014-01 — In KSA I took on broader commercial ownership across planning, pricing and field execution. I led the Sensodyne relaunch to a market share gain of around 2%, delivered 85% forecast accuracy, and launched the market's first customised Hajj campaign.
- Job: GSK — Customer Marketing, Sales Operations and E-commerce Manager, Gulf and Near East · 2020-03 – 2022-06 — Across the Gulf and Near East I brought customer marketing, sales operations and ecommerce under one agenda. I delivered £4m through net revenue management, mix and pricing, while growing ecommerce at 140% CAGR as the channel came of age. I embedded the commercial cycle governance that tightened forecasting and S&OP alignment across demand, supply and commercial teams. Leading a team, I focused on making the business more disciplined and more joined-up.
- Job: GSK — Sales Operations Manager, Gulf · 2014-02 – 2015-06 — Moving from a country role into a regional platform, I built the analytics and discipline behind commercial performance. I raised forecast accuracy from 67% to 87%, a step-change for the region, and launched daily performance dashboards. I also standardised sales incentive and KPI governance, and tightened pipeline tracking and trade-spend discipline.
- Job: GSK — Trade Marketing & Key Accounts Manager · 2010-01 – 2011-03 — I established the trade marketing and key accounts function in Pakistan, creating the platform for modern-trade growth and stronger commercial discipline.
- School: Institue of Business Administration (IBA) — Bachelor of Business Administration (B.B.A.), Marketing
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