Dicla Veliz Salce

Global Brand Lead for Women's Cancers AstraZeneca

Dicla Veliz Salce is a global commercial leader with more than 25 years of experience shaping customer‑centric strategy, behavioral design, and commercialization in the pharmaceutical industry. She has led global launches across some of the most complex and high‑stakes therapeutic areas, including breast cancer, immuno‑oncology, and gene therapy. As Global Brand Lead for Women's Cancers at AstraZeneca and former Executive Director for Breast Cancer at Novartis, Dicla has overseen multibillion‑dollar oncology portfolios and guided launch strategies across global markets. She is widely recognized for elevating Kisqali from a brand with untapped potential to one of the top ten fastest‑growing oncology therapies in 2025. This growth was driven by the ability to uncover behavioral drivers and translate complex clinical evidence into value narratives that shifted physician decision‑making at scale. Dicla's expertise sits at the intersection of strategy, behavior, and data analysis. She holds an MSc in Behavioral Science from the London School of Economics, along with advanced degrees in health economics, business, and psychology. Her work focuses on decoding the emotional, cognitive, and contextual factors that shape treatment adoption. She helps launch teams move beyond data dissemination to build value narratives that influence behavior, resonate with diverse stakeholders, and accelerate real‑world uptake. Her approach offers leaders a practical blueprint for turning evidence into impact through strategic storytelling and behavior‑informed design.