Commercial Strategy & Leadership
Targets, team structure, pipeline management, performance rhythm, accountability and commercial decision-making.
Healthcare growth leadership
Jason
Padina
International Commercial & Expansion Director
Healthcare & HealthTech · European Market Development · Iberia & UK
I build commercial structures, market-development strategies and growth systems for healthcare organisations operating in complex, trust-led markets — connecting commercial performance with operations, capacity and long-term expansion.
Executive profile
Commercial growth built around the realities of the business.
I am a bilingual commercial and business development leader with a career spanning healthcare, international business, digital growth and operational development. Since 2022 I have led commercial development and admissions within the Esvidas group, building the structures, team disciplines, CRM processes and performance systems required to support a growing national treatment network. In 2025 my remit expanded to include Adictalia, bringing a second healthcare brand into a unified commercial leadership model.
2
Healthcare brands under combined commercial leadership.
10
Sales and administrative team members under direct leadership.
6
Residential treatment centres within the wider network developed and supported.
34
Supported-living properties forming part of the wider care pathway.
Core expertise
Where I create value.
My strongest work sits at the point where commercial strategy, operational reality and market opportunity have to become one coherent system.
Expansion & Market Development
New markets, centre launches, partnership models, referral structures and geographic expansion across Spain and Europe.
Admissions & Patient Acquisition
Designing high-trust enquiry, qualification, follow-up and conversion processes for complex healthcare decisions.
CRM & Commercial Systems
Turning fragmented lead activity into visible, measurable workflows with ownership, follow-up standards and reporting.
Marketing-to-Sales Alignment
Connecting SEO, paid acquisition, websites and content activity with sales outcomes rather than treating marketing as a separate function.
Board & Stakeholder Reporting
Translating commercial performance, market conditions and operational constraints into clear decisions for owners and senior leadership.
Selected impact
Building the commercial infrastructure behind growth.
The value is not simply in generating demand. It is in building the organisation capable of converting, serving and scaling that demand.
Built a structured national admissions operation.
Developed the CRM architecture, sales team structure, follow-up standards, messaging, call workflows and reporting disciplines needed to manage a high-volume healthcare pipeline.
Supported multi-site growth across Spain.
Commercially supported the development of residential and outpatient resources, new territorial partnerships and wider referral capacity across multiple Spanish markets.
Added Adictalia to a unified commercial leadership model.
Following its incorporation into the group in 2025, assumed combined commercial responsibility and aligned processes, team activity and performance management across both brands.
Connected commercial performance with operational capacity.
Built reporting and decision rhythms around pipeline quality, admissions, occupancy, channel performance and centre capacity rather than treating sales as an isolated function.
Made digital acquisition commercially accountable.
Combined hands-on digital experience with commercial leadership to challenge acquisition strategy, evaluate lead quality and connect websites, SEO, paid media and CRM activity to revenue outcomes.
Built a platform for wider European market development.
Experience across Spain, the UK and international business provides the commercial and cultural perspective required for partnerships, market entry and cross-border growth.
Career
A commercial career with an unusually broad operating toolkit.
Healthcare is now the centre of my work. Earlier experience in business development, media, digital and entrepreneurship is what gives me a wider view of how markets are built.
Oct 2022 — Present
Commercial & Business Development Director
Esvidas
National commercial leadership covering admissions, business development, CRM, team management, commercial reporting, partnerships and support for network expansion. Reporting directly to ownership and senior leadership.
Sep 2025 — Present
Commercial & Business Development Director
Adictalia · Combined remit with Esvidas
Additional commercial responsibility following Adictalia's incorporation into the group, aligning both businesses under a shared leadership and performance framework.
Entrepreneurial career
Founder & Director
fiREC Servicios Multimedia S.L.
Founded and developed a digital and multimedia business delivering websites, video, content and digital growth projects. This experience remains a practical advantage in senior commercial roles: I understand the acquisition machinery as well as the sales organisation.
Earlier career
International commercial, business and media experience
Alesur · Productions 20/20 · Bloomberg
Earlier roles built the international, commercial and communications foundations that now underpin my approach to growth, stakeholder management and market development.
“I am most useful where growth has become too important to manage through instinct alone.”
Commercial before cosmetic
Activity only matters when it creates measurable business outcomes.
Systems before heroics
Strong organisations do not depend on one person remembering what happens next.
Expansion with operational discipline
Growth has to match capacity, service quality and the organisation's ability to deliver.
Human judgement still matters
Healthcare growth is built on trust. Data improves decisions; it does not replace judgement.
Contact
Commercial leadership for the next stage of healthcare growth.
I am particularly interested in senior commercial, expansion and market-development opportunities within healthcare and healthtech across Spain, the UK and wider European markets.