Summary
Overview
Work History
Education
Skills
References
Timeline
Generic
Lerigan Rajagopaul

Lerigan Rajagopaul

Brand Manager & Brand Team Lead
Lonehill,GP

Summary

Dynamic, accountable, and results-driven Commercial Strategy Leader with over a decade of experience in leading brand strategy, portfolio management, and commercial growth for top pharmaceutical companies including AbbVie, Bayer, Aspen, and Roche. Recognized as a dedicated and driven commercial professional, with significant leadership competency and proven experience working across in-field, brand, and leadership teams. Analytical thinker, always striving for greater achievements at a team, company, and personal level, with an impressive track record of delivering on goals and commitments. Expert in developing and executing high-impact marketing campaigns, driving digital transformation, and expanding market share across multiple disease areas. Proven leadership in managing cross-functional teams, optimizing P&L, and fostering productive stakeholder relationships. Known for delivering innovative solutions, successful product launches, and excellence in business performance. Committed to continuous market analysis and strategic development to achieve organizational objectives in the fast-paced pharmaceutical industry.

Overview

14
14
years of professional experience
1
1
Language

Work History

Brand Manager Eye Care

Abbvie
01.2024 - Current
  • Strategically manage AbbVie’s largest eyecare portfolio for South Africa. (TEARS and STAC)
  • Developed and executed best-in-class strategies for HCP and ECP engagement, trade excellence, and consumer activation.
  • Designed and led an innovative, full-funnel marketing approach recognized as an industry benchmark.
  • Delivered comprehensive marketing campaigns spanning awareness, education, consideration, and purchase stages, driving strong business results.
  • Awarded AbbVie’s prestigious President’s Award for strategic achievements.
  • Led the Brand Team around the brand vision and objectives that’s shared by all members. Enable Brand Team Members contribute to the development of the Brand strategy through the Brand Planning process in line with strategy defined by global Brand Team and to ensure adequate involvement of multiple functions as relevant for the Brand.
  • Manage both an internal team as well as external partners, including a Brand Manager Assistant, two Associate Brand Managers on STA and digital agency resources.
  • Developed and championed innovative business cases within the dry eye disease sector, forecasting significant growth and expanding the eyecare portfolio into new market segments. These efforts resulted in future-proofing the business and driving high-impact opportunities over the long-range planning period.
  • Established and onboarded impactful partnerships with consumer and OTC media agencies aimed at expanding our brand reach to a broader audience - Primedia, Medical Chronicle, Smart Media and GP Doctor Forums.
  • Collaborate with the Intercontinental brand team leadership to share strategies and activations incorporated in the eyecare business plan across AbbVie.
  • Responsible for rolling out and driving AI adoption across South Africa as the affiliate AI Champion.
  • Digital Marketing and Media Excellence: Developed and launched a comprehensive multi-channel digital media campaign, supported by a real-time monitoring.
  • Leveraged digital assets to achieve broad outreach and awareness among over 40 million individuals, optimizing campaign effectiveness and enhancing brand visibility.
  • Worked in close partnership with the finance and commercial to create the portfolio budget and strategy for the upcoming financial year.
  • Launched Acuvail for patients undergoing ophthalmic surgery, leveraging a streamlined investment strategy and prioritizing the most impactful activations and channels to maximize launch effectiveness. Achieved a 10% market share in the first year following launch.
  • Cultivated relationships with key stakeholders, vendors and industry influencers to create positive brand experiences.
  • In close collaboration with sales and key account managers, we created a strategic incentive plan by designing competitive incentive structures aimed at maximizing representatives’ performance, increasing effectiveness and drive higher sales uptake.
  • Global Presentation: Invited to attend and present best practices and activation strategies at the global eyecare AbbVie forum in Singapore (May 2025), influencing global strategies.

Senior Brand Manager Digestive Health

Bayer Consumer Health
12.2021 - 12.2023
  • Strategically managed the company’s biggest brands Rennie and Iberogast.
  • Grew the Digestive health portfolio in South East Africa through the development and execution of strategies that drove both sales and profitability.
  • Developed brand strategies and tactical plans for Rennie and Iberogast.
  • Developed brand strategies and tactical plans, including communication and media strategies (360-degree ABL and BTL). Incorporated a modernized marketing strategy.
  • Managed the advertising and investment budget. Ownership of the P&L monitoring COGs, pricing, margins and profitability of the assigned brands.
  • Continuously monitor and track performance versus agreed KPI’s.
  • Expanded the portfolio offering for Sub Sahara continent with new product additions and line extensions.
  • Proactively identified, analysed and interpreted various data sets, translating data into insights that drove business category growth for company.
  • Conducted market research via external research company.
  • Actively contributed and participated in new product introductions and drive innovation in South East Africa.
  • Close liaison and collaboration with Global Marketing to ensure alignment with global brand strategies.
  • Monthly S&OP presentations on portfolio, forecast accuracy and demand planning.
  • Build and maintain productive working relationships with internal and external stakeholders.

Brand Manager Allergy& Pain

Bayer AG
07.2021 - 11.2021
  • Contribute to the growth of the Allergy and Pain portfolio in South East Africa through the development and execution of strategies that drives both sales and profitability in line with global strategies and company policies.
  • Develop brand strategies and tactical plans for assigned brands/portfolio.
  • Develop brand communication and media strategies, and other marketing strategies.
  • Manage the advertising and investment budget. Take ownership of the P&L monitoring COGs, pricing, margins and profitability of the assigned brands.
  • Continuously monitor and track performance versus agreed KPI’s.
  • Expand the portfolio offering for Sub Sahara continent with new product additions and line extensions.
  • Proactively identify, analyze and interpret various data sets, translating data into insights that will drive business category growth for the company.
  • To actively contribute and participate in new product introductions and drive innovation in South East Africa.
  • Close liaison and collaboration with Global Marketing to ensure alignment with global brand strategies.
  • S&OP planning, forecast accuracy and demand planning.
  • Build and maintain productive working relationships with internal and external stakeholders.

Regional Sales Manager

Aspen Pharmacare
11.2018 - 07.2021
  • Optimally Manage regions to achieve annual commercial targets over Gauteng regions.
  • Scope of responsibility at R 650 million annually, with 112 Aspen brands over diverse diseases entities across all pharmacy channels in SA market (OTC, Consumer and Script).
  • Key Brands – Mybulen, Panamor, Hyospasmol, Minerva, Puricos, Stilpane etc.
  • Strategic and financial sales forecasting by rounded analysis of market over the short and long term.
  • Infiltrate continuous and sustainable growth into business with new product launch strategies.
  • I report into the head of sales operations, where I lead a team of 10 medical sales representatives across two regions in Gauteng.
  • Strategically set budget per resource based on brick/regional split to optimize profitability with disease entity consideration.
  • Client- resource allocation setting, with special consideration and application to business potential.
  • Monitor and maintain all required business inputs and deliverables from employees over the business period (Call rate, CPA, system usage, business plans).
  • Manage the and optimize operational budget to maintain profitability.
  • During the Covid 19 pandemic I adapted the team resource accordingly to meet both the regulations and customer service level requirement.
  • Create and implement strategic plans aimed at meeting sales targets using tailored approaches specific to the different channels.
  • Drive and initiate special commercial opportunities at targeted customers for selected brands over certain periods to close sales gaps.
  • Work closely with marketing team to drive and implement the brand strategy across all our stakeholders.
  • Lead a team to achieve individual sales targets and uphold company SOP’s and MCA principals.
  • Biannual KPA discussions with everyone in my team to measure and track performance including their personal career aspirations.
  • Identify and develop individuals in team to grow within their career and in our organisation (talent management).
  • Communicate closely with HR business partner to initiate performance management process where necessary for individuals who are not on track.
  • Recruit and input new recourses to the business.
  • Manage Key account wholesalers in region and leveraging of the SLA put in place at specific accounts.
  • Initiate strategic commercial broadsheet and investment advertising.
  • Drive wholesale commercial plan/ annual role out to ensure sustainable partnerships.
  • Forecast sales/achievement for business to track in sales outcomes.
  • Present region performance and strategy in quarterly executive business reviews and in sales conferences.
  • Attend and participate in all major pharmaceutical congresses and activities.
  • Grow and maintain profitable business relationships with key stakeholders.
  • Oversee operations with the major pharmacy groups in SA (Dischem, Clicks, Independent etc.)
  • Daily monitoring of industry trends and to pursue competitive advantage.

Brand manager Pain Portfolio/ Novartis portfolio

Aspen Pharmacare
11.2016 - 11.2018
  • Portfolio size managed was R400 million consisting of Aspen generic brands and ethical partnership brands.
  • Created the short-term and long-term brand/business plan for all brands within the portfolio I was responsible for.
  • Identified growth opportunities and defended brands against potential market risks.
  • Implemented a mega brand plan strategy for specific products that we positioned for market leadership.
  • Ensure that the sales team are fluent with the brand strategy and that the key elements are implemented.
  • Partnered with new business development team with prospective new launches to drive portfolio growth and sustainability.
  • Launched new products in market using Aspen new launch process.
  • Cycle meeting presentations to commercial teams to drive and align on brand strategy.
  • Business reviews on a regular basis to Aspen executive team for reflection on previous quarters and to forecast the plans and strategy ahead.
  • Manage total promotional spend to ensure optimal allocational split across the full year periods.
  • Worked closely with Key Accounts and commercial team to ensure product listings and SOH support.
  • Strategic management of 3rd party brands for major business partner Novartis (Voltaren, Lioresal, Slow K).
  • Built outstanding portfolio campaigns to position brands as market leaders (World of pain, Know my gout).
  • I created a market expansion campaign for the brand that had already operated within market dominance ensuring we gain more growth.
  • Collaboration with marketing agencies to create marketing promotional material and point of sale items.
  • Frequent interaction and communication with various Aspen business partners to ensure smooth flow of all processes required to manage the brands (Supply/demand team- Stock management and supply estimate to minimize OOS).
  • Accurate Forecasting/ projection on landing monthly targets.
  • Creating the annual target for each brand and overall portfolio using specific 5-year brand growth forecasting.
  • I conducted regulation 9 applications on block buster brands.
  • In brands where needed I worked closely with Aspen finance team in conducting the price reduction process.
  • Discontinuation of non-profitable brands.

Medical Representative -Doctor Detail

Aspen Pharmacare
01.2013 - 11.2016
  • Calling on General practitioners and Specialist in Johannesburg northern suburbs.
  • Discussing the brand strategy and benefits with these customers aimed at increasing their script and influence support.
  • Closely monitored sales and script data to maximize every business engagement.
  • Achieve the quarterly and annual targets set out by my sales manager.
  • Promotional material hand outs and hi visibly activities conducted to increase exposure and awareness of the brands I was responsible for.
  • New launch products, Gastroenterology, Dermatology, Cardiology.
  • Driving targets and implanting brand strategy from Marketing Team.
  • Conducted regular training activities to doctors and pharmacists.
  • Implantation of round table meetings, journal clubs, Advisory boards, CME meeting events.
  • Adhering to all company input requirements (call logging process, call rate and CPA achievement).

Sales & Marketing Learner / Junior Representative

Roche Products
09.2011 - 01.2013
  • Overview of the Oncology pharmaceutical landscape.
  • Doctor detailing training.
  • Co working with oncology representatives.
  • Conducting events like round table meetings and specialist journal clubs.
  • Eventually calling on oncologists in Gauteng detaining then on lung cancer brands.
  • Attended all major congresses.
  • Company cycle meetings.

Education

Pharmaceutical Brand Planning, Brand Building, Strategic Marketing

Aspire Marketing
01.2016

Bachelor of Science - Science

University of Kwa Zulu Natal
04.2001 -

High School Diploma -

Southlands Secondary School
04.2001 -

Skills

Won prestigious International Therapeutics Award- AbbVie

References

  • William Francis – Aspen Head of Sales
  • Sthokoza Nlheko – Bayer Head of Marketing
  • Lauren Du Randt – General Manager Allergan Aesthetics
  • Divesh Munno - Business Unit Manager Eyecare, Abbvie


Timeline

Brand Manager Eye Care

Abbvie
01.2024 - Current

Senior Brand Manager Digestive Health

Bayer Consumer Health
12.2021 - 12.2023

Brand Manager Allergy& Pain

Bayer AG
07.2021 - 11.2021

Regional Sales Manager

Aspen Pharmacare
11.2018 - 07.2021

Brand manager Pain Portfolio/ Novartis portfolio

Aspen Pharmacare
11.2016 - 11.2018

Medical Representative -Doctor Detail

Aspen Pharmacare
01.2013 - 11.2016

Sales & Marketing Learner / Junior Representative

Roche Products
09.2011 - 01.2013

Bachelor of Science - Science

University of Kwa Zulu Natal
04.2001 -

High School Diploma -

Southlands Secondary School
04.2001 -

Pharmaceutical Brand Planning, Brand Building, Strategic Marketing

Aspire Marketing

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Lerigan RajagopaulBrand Manager & Brand Team Lead