This paper considers the problem of optimizing minimum-time and minimum-propellant many-revolution low-thrust geocentric orbit-raising maneuvers to an arbitrary target. The proposed direct single-shooting technique utilizes the regularized h,e element set as well as analytical models for ephemeris, shadow geometry, and thrust magnitude for ease of the optimization procedure. Third body and J effects are included for higher fidelity of the computed solution. The gradient information supplied through adjoint sensitivities facilitates the convergence of the numerical optimization scheme. We also propose a new automated, fast and robust initial guess generation methodology by solving a sequence of unconstrained optimization orbit-raising sub-problems. The performance of the developed algorithm is demonstrated for orbit-raising to a variety of targets: the geosynchronous equatorial orbit, the Molniya orbit, and a near-rectilinear halo orbit. © 2024 IAA