Robert Ojeda

Highly recruited to help build and execute the commercial strategy for the organization’s inaugural Rare Disease division, currently leading the #1 ranked sales region within the franchise across 2024, 2025, and 2026. Directed & led the successful launch of the first FDA-approved therapy for Congenital Adrenal Hyperplasia in the endocrinology market, driving sustained market growth and national performance impact. Recognized with the 2025 Catalyst Club Award, with the west region securing three of four national Rare Disease Specialist honors, recipient of the 2025 Growth & Volume Award and 2025 Region of the Year distinction. Consistently led the west region to multiple national awards, including equity-based recognitions, through a culture grounded in accountability, high performance standards, and a patient-first mindset. Elevated national execution by fostering advanced clinical acumen, sharing field-based insights across regions, and strengthening executive presence and rare disease expertise through comprehensive pre- and post-launch readiness initiatives. Expanded my leadership influence nationally through keynote presentations at National Meetings, leadership contributions on quarterly national calls and sales trainings, and cross-regional field engagements to elevate enterprise-wide performance. Partnering closely with senior franchise leadership to shape 2026 strategic priorities, collaborating with EU counterparts on global initiatives, serving as a member of the Incentive Compensation Committee to support compensation design, and contributed to the 2025 & 2026 brand planning with the marketing and medical teams. Selected to participate in an advanced career development program sponsored by Learning & People Development Team, including ongoing executive mentorship with the VP of Sales, General Manager, and Chief Commercial Officer, in preparation for next-level enterprise leadership. Proven commercial leader with a track record of building high-performing teams, mentoring diverse talent, and delivering exceptional results in complex, fast-paced rare disease markets.

Recruited to build and lead the West U.S. sales organization for the launch of the first and only approved therapy for Friedreich’s Ataxia, driving exceptional commercial performance in a highly specialized rare disease market. Developed and executed a comprehensive launch strategy and regional vision that enabled the team to surpass annual sales objectives within the first six months, achieving 248% of goal. Designed and implemented a patient access pull-through process that secured coverage for more than 100 patients and was subsequently adopted as a national best practice initiative. Partnered cross-functionally with marketing, training, medical affairs, and market access to execute coordinated pre- and post-launch strategies, ensuring strong institutional readiness and sustained market uptake. Recognized as a President’s Club Award winner 2023 and selected to collaborate with the VP of Commercial Sales and Executive Leadership Team on a national sales performance and career development initiative, contributing to the evolution of the organization’s performance management and talent advancement strategy.

Led a high-performing & patient-centric rare disease sales team across the West Region, providing strategic regional and co-led national leadership initiatives to drive execution, market growth, and achievement of annual corporate objectives within the highly competitive Duchenne Muscular Dystrophy (DMD) landscape. Directed and facilitated sales performance strategy & execution, talent development, and cross-functional collaboration to strengthen regional impact and contribute to the overall national results. Designed and launched two national recognition programs—Breaking Through Award & Most Valuable Peer—to elevate performance standards, reinforce key leadership behaviors, and foster a culture of excellence and innovation across the organization. Co-led enterprise-wide Leadership Development initiatives to cultivate emerging talent and strengthen organizational capability. Partnered closely with the Executive Leadership Team during strategic collaboration efforts with Capricor Therapeutics in preparation for the anticipated approval of the first cell and exosome-based therapy for DMD, contributing commercial insight and field readiness strategy to support future launch success.

Selected as an inaugural member of the U.S. Commercial Team, playing a pivotal role in the successful launch of Zolgensma, the second gene therapy approved in the United States. Partnering cross-functionally with marketing, patient resource management, field reimbursement, and national accounts to drive institutional readiness and ensure seamless adoption. Led education and strategic engagement efforts with regional and national key opinion leaders (KOLs), including neurologists, neuromuscular specialists, and leading academic institutions, positioning Avexis and Zolgensma as leaders in gene therapy. Leveraged my deep expertise in reimbursement and market access strategies to support pre & post launch institutional readiness, educating stakeholders on patient support programs, distribution and procurement models through 340B considerations, specialty pharmacy pathways to accelerate speed to therapy in the SMA community. Successfully supported the launch of the most expensive drug in history at the time, by articulating a compelling, clinical and economic value proposition to key academic centers. Promoted to Director of National Field Marketing, leading a team of 6 Thought Leader Liaisons across the U.S. Was chosen to work with the global marketing team to support launch readiness & commercialization efforts in the EU and Japan through national KOL development and expertise guidance.

Drove strong commercial performance for Eloctate and Alprolix within a highly competitive hemophilia and rare blood disorders market, consistently exceeding quarterly sales goals & objectives while prioritizing patient centric outcomes. Leveraged extensive cross-functional collaboration with access and reimbursement, marketing, training, patient advocacy, medical affairs, and national account partners to expand market share, achieving a top 3 national ranking out of 15. Selected to lead a strategic marketing initiative partnering with regional, national, and global key opinion leaders (KOLs) to strengthen Bioverativ’s positioning as a leader in the rare blood disorders community. Demonstrated expertise in navigating complex buy-and-bill and specialty pharmacy models, working closely with collaborative partners to optimize quick access strategies and successfully reduced time to therapy for critically ill patients.

Served as the Access & Reimbursement Manager supporting rare disease therapies across California, Arizona, Hawaii, Oregon, and Washington. Partnering with nephrologists, transplant specialists, hospital and institutional pharmacies to optimize patient access and therapy initiation for Acthar Gel. Built and sustained key relationships with decision-makers to accelerate time to therapy and ensure effective reimbursement pathways. Led a cross-functional field initiative with market access, sales, and medical teams focused on Kaiser Permanente across multiple states, demonstrating deep expertise in their integrated care model. Distinguished as the only access specialist in the division to achieve consecutive quarters of 100% access and fill volume across the West Region. Despite entering the role without prior access and reimbursement experience, I rapidly mastered the complex therapeutic and payer landscape, consistently exceeding performance expectations. Recognized with multiple equity awards for exceptional results and impact. Achieved quarterly refill attainment goals reflecting sustained performance excellence and commitment to patient outcomes.

Successfully launched three products within highly competitive markets in dermatology & podiatry driving strong market adoption. Selected for the Emerging Leaders Program, where I mentored and coached sales representatives across the west region, collaborating cross-functionally with medical, marketing, market access, and the training teams to develop & present Phase III and IV executive-level selling initiatives to the national sales organization. Recognized as a 2014 President’s Club award recipient for exceptional territory sales performance. Promoted to District Manager in 2015, where I led and developed a team of 10 specialty sales representatives, aligning district strategy with corporate objectives to consistently exceed quarterly and annual sales targets. Established a culture of accountability and execution that elevated the West team from #8 of 15 to #2 of 15 within the first two quarters, earning both the Rookie of the Year Manager Award and the 2015 President’s Club Award.

Delivered & sustained quarter-over-quarter growth for Asacol HD, increasing market share within a highly competitive landscape. Successfully led the launch of Delzicol, driving rapid adoption among gastroenterologists and key academic institutions, including UPMC. Selected by senior leadership to collaborate with the home office training team & district leaders to help design and implement a strategic sales development program, while coaching and mentoring sales representatives across the Northeast to elevate field effectiveness and execution. Honored with the 2012 President’s Club Award in recognition of exceptional sales performance and district leadership impact.