Diana Villavieja Prados
Amsterdam
Summary
A highly accomplished and results-driven leader with extensive experience in the pharmaceutical industry at local, regional and global level. Proven ability to drive strategic vision, enhance commercial engagement, and achieve significant growth in key markets. Expertise in leading cross-functional teams, developing launch strategies, and managing multi-million euro budgets.
Overview
27
27
years of professional experience
Work History
Country President Netherlands
Novartis
Amsterdam, Netherlands
09.2025 - Current
- Provide enterprise leadership for Novartis in the Netherlands, with accountability for strategic direction, business performance, and organizational effectiveness.
- Represent the company with external stakeholders and strengthen partnerships across the healthcare system to advance innovation and patient access.
- Lead a high-performing cross-functional organization, promoting collaboration, talent development, and sustainable growth.
Head International Commercialization Excellence
Novartis
Basel
08.2024 - 08.2025
- Lead a transformative initiative aimed at enhancing our commercial engagement practices across international markets.
- Reporting directly to the Novartis International President, I am responsible for driving the strategic vision and execution of the ICE program, ensuring alignment with our overarching business goals.
- In this role, I oversee the design, implementation, and tracking of the ICE program plan, including change management and communication strategies.
- I collaborate closely with cross-functional teams, including marketing, IT, and customer service, to integrate ICE principles into our daily operations and achieve significant growth, launch excellence, and executional efficiencies in key markets.
Therapeutical Area Head Oncology, Europe
Novartis
Basel
10.2022 - 07.2024
- Leading Solid Tumors franchise in Region Europe with high focus on the performance of Kisqali in mBC (achieving leadership in Top EU6 countries, WEC and SERCE clusters), and preparation of eBC launch in 2024.
Global Marketing Executive Director Pelacarsen
Novartis Pharma
Basel
06.2021 - 09.2022
- Leading Pelacarsen cross functional team to develop launch strategy with multiple global, regional and country stakeholder relationships, special focus on US and aiming to develop and execute the strategic business plan and tactical program.
- Leading GXT, co-leading GPT and reporting to Global Head of ASCVD.
Business Franchise Head Urticaria, Respiratory and Diabetes
Novartis Farmaceutica
Barcelona
03.2019 - 05.2021
- Reporting to the President and Country Pharma Head and as member of the Pharma Leadership Team I lead the URD Franchise formed by a team of more than 200 people including marketing, sales and support functions and revenues over 300 M€.
- In 2020, I executed a restructuring process to align our go-to-to-market model, structure and dimension to a portfolio focused on personalized medicines to ensure short and long-term sustainability of the franchise.
- We have now increased our efforts to maintain our leadership position in severe allergic asthma with Xolair and 70% MS despite strong investment and competition from AZ and GSK in the biologics space while preparing and expanding the market for coming launches in Chronic Spontaneous Urticaria.
Head of Business Excellence
Novartis Oncology
Barcelona
07.2018 - 02.2019
- Reporting to the Spanish Oncology Head and member of the Oncology Leadership Team in Spain, I was responsible to create the team of Business Excellence by leveraging my previous experience as Franchise Head and in marketing.
- I built a visible representation of Spain in the Region Europe Office and ensured coordination with the Pharma organization to create a stronger team including Training, Congresses and Events, Sales Force Effectiveness and Market Research and Competitive Intelligence functions.
Rare Diseases Franchise Head
Novartis Oncology
Barcelona
06.2017 - 06.2018
- Reporting to the Spanish Oncology Head and member of the Oncology Leadership Team in Spain.
- I was responsible for the commercialization of the rare diseases' portfolio including 4 brands and 7 indications (2 launches included), with 20 people including sales reps and marketing team.
- I was responsible to define and execute rare diseases strategy for the Spanish market in close collaboration with medical and access departments.
Marketing Manager Dermatology and Rheumatology
Novartis Farmaceutica
Barcelona
10.2015 - 05.2017
- After one year in the role of Marketing Manager responsible for Cosentyx psoriasis indication launch, I was additionally given the responsibility to manage the rheumatology marketing team to launch Cosentyx rheumatology indications of psoriatic arthritis and ankylosing spondylitis.
Marketing Manager Dermatology
Novartis Farmaceutica
Barcelona
01.2015 - 09.2015
- Reporting to the Global Franchise Head and managing a team of 6 Brand Managers.
- After my experience in the Global Cosentyx team, I leveraged my strategic experience to maximize the launch of 2 new biologics: Xolair for the CSU indication in dermatology and the expected blockbuster Cosentyx in Pso.
- We faced one of the most competitive and crowded markets: Janssen with Stelara market leader, AbbVie with Humira, Pfizer with Enbrel and new biosimilars entering the market and Celgene with an only in class oral drug.
- Xolair was considered best in class launch in Novartis Europe and Cosentyx sales reached $18 Mio first year of launch leading awareness, SoV, dynamic market share achieving setting PASI 90 or clear skin as the new treatment goal for psoriasis patients.
Global Associate Brand Director Cosentyx
Novartis Pharma
Basel
03.2012 - 12.2014
- I was responsible for the launch preparation of Cosentyx in Psoriasis from PhIIb until launch.
- Main responsibilities included market understanding, strategic positioning and messaging, strat plan forecasting, development of global campaigns, organization of global congresses, standalones and meetings managing a budget of approx. $5 Mio.
- Additionally, I was representing European countries in Global Brand Team.
- Cosentyx was recognized as one of the best launches in Novartis and at the Pharmaceutical Industry and became a blockbuster only 2 years after launch.
- A leading global healthcare company based in Switzerland, focused on innovative medicines.
Executive Assistant Head of GPS&C
Novartis Pharma
Basel
12.2009 - 02.2012
- Strategic Manager Assistant to the Head of the Global Product Strategy and Commercialization of Novartis Pharmaceuticals.
- Main responsibilities as a Member of the GPS&C team was to lead transversal projects in all therapeutical areas especial focus in new launches.
- I was also Secretary of the Commercial Leadership Team formed by a subgroup of members of the Pharma Executive Committee and Secretary of the Rx-Gx Committee to establish procedures between Sandoz and Pharma.
Head of Strategic Planning and Execution, EGM
Novartis Pharma
Barcelona
02.2008 - 11.2009
- Reporting to Emerging Growth Market Region Head of Strategic Planning: Coordination of all Heads of Strategic Planning in Country Pharma Organizations for processes related to Strategic Planning function.
- Preparation and consolidation of Hyper Growth Strategy for EGM countries 2008-2013 and 2009-2014: visit to countries (with special support to Russia CPO).
- Definition and implementation of tracking systems to follow up Hyper Growth execution (Monthly Traffic lights reports, KPIs, Top Pharma priorities KPIs for PEC), etc.
- Selected for 2009 Organizational Talent Review and Women in Critical positions.
Junior Engagement Manager
McKinsey & Company
Madrid
06.2003 - 02.2008
- Initially hired as an MBA summer internship MBA and then as Associate after finishing MBA in September 2004.
- Main projects developed for several industries (Telecommunications, Financial Services, etc) and different functions (Strategy, Marketing, Organization, Sales, Finance, Operations, HR, etc) to define, launch and implement strategies.
- All these projects were reported to CEO or Board of Directors of the companies.
Business Development Manager
Doxa Consulting
Lisbon
02.2001 - 06.2002
- Management consulting company focused in Telecommunications sector.
- Revenues of $300 Mio and ~100 consultants in Spain and Portugal.
- Engagements focused on telecommunications strategy for corporations, telecom operators, and M&A processes.
- I was also in charge of the newly created Lisbon office.
Junior Product Manager, Marketing Department
SONY ESPANA, S.A.
Barcelona
11.1998 - 02.2001
- Spanish representative of Graduate Recruitment Program for SONY Europe.
- Managing a $42Mio, +3%vs budget, 7% vs PY while leading organization of events and fares and training of sales force in new launches and technologies.
Education
Advanced Marketing Capabilities Program -
Wharton University
01-2022
Corporate Finance course -
Harvard University
Boston, US01-2014
Executive Female Leadership Program -
Novartis
Basel, Switzerland01-2010
M.B.A. -
IESE. Universidad de Navarra
Barcelona01-2004
Master in e-commerce -
La Salle, Universidad Ramon Llull
Barcelona01-2001
Master in Electronic Engineering -
La Salle, Universidad Ramon Llull
Barcelona01-1999
Bachelor in Telecommunications -
La Salle, Universidad Ramon Llull
Barcelona01-1997
Languages
Spanish
Proficient
C2
Catalan
Proficient
C2
English
Proficient
C2
Portuguese
Elementary
A2
Hobbies and Interests
- Travelling
- Listening to music
- Practicing sports (golf, running and yoga)
- Fan of volleyball (normally supporting my daughter)
Websites, Portfolios and Profiles
linkedin.com/in/diana-villavieja-a55109/
Timeline
Country President Netherlands
Novartis
09.2025 - Current
Head International Commercialization Excellence
Novartis
08.2024 - 08.2025
Therapeutical Area Head Oncology, Europe
Novartis
10.2022 - 07.2024
Global Marketing Executive Director Pelacarsen
Novartis Pharma
06.2021 - 09.2022
Business Franchise Head Urticaria, Respiratory and Diabetes
Novartis Farmaceutica
03.2019 - 05.2021
Head of Business Excellence
Novartis Oncology
07.2018 - 02.2019
Rare Diseases Franchise Head
Novartis Oncology
06.2017 - 06.2018
Marketing Manager Dermatology and Rheumatology
Novartis Farmaceutica
10.2015 - 05.2017
Marketing Manager Dermatology
Novartis Farmaceutica
01.2015 - 09.2015
Global Associate Brand Director Cosentyx
Novartis Pharma
03.2012 - 12.2014
Executive Assistant Head of GPS&C
Novartis Pharma
12.2009 - 02.2012
Head of Strategic Planning and Execution, EGM
Novartis Pharma
02.2008 - 11.2009
Junior Engagement Manager
McKinsey & Company
06.2003 - 02.2008
Business Development Manager
Doxa Consulting
02.2001 - 06.2002
Junior Product Manager, Marketing Department
SONY ESPANA, S.A.
11.1998 - 02.2001
Advanced Marketing Capabilities Program -
Wharton University
Corporate Finance course -
Harvard University
Executive Female Leadership Program -
Novartis
M.B.A. -
IESE. Universidad de Navarra
Master in e-commerce -
La Salle, Universidad Ramon Llull
Master in Electronic Engineering -
La Salle, Universidad Ramon Llull
Bachelor in Telecommunications -
La Salle, Universidad Ramon Llull