Rocio Diaz, MBA
Rocio Diaz, MBA, is a seasoned Commercial Transformation Leader based in Jupiter, Florida, with over 19 years of progressive leadership experience in the biotechnology and healthcare industry. She currently serves at Genentech, where she leads healthcare market strategy across Florida and Puerto Rico, overseeing cross-functional teams focused on payer, health system, and provider engagement. Throughout her career, she has built a strong reputation for driving strategic growth, improving patient access, and leading high-impact commercial initiatives in complex healthcare environments.
Her expertise spans payer and PBM strategy, integrated health system account management, market access, and product launch excellence. Rocio has consistently delivered multi-million-dollar revenue growth by navigating intricate reimbursement landscapes and developing innovative access solutions across oncology and specialty care portfolios. She is recognized for her ability to translate data-driven insights into actionable commercial strategies that enhance product adoption and improve outcomes across diverse healthcare stakeholders.
Beyond her corporate leadership, Rocio is an active board member and community advocate, committed to advancing healthcare equity and Latino leadership representation. She contributes her expertise through board service, professional healthcare organizations, and leadership development initiatives, including her involvement with the American College of Healthcare Executives. A Columbia Business School executive education alumna and University of Michigan MBA graduate, she is also a dedicated mentor who champions collaboration, inclusion, and the development of future healthcare leaders.
• University of Michigan (Stephen M. Ross School of Business) - MBA
• American College of Healthcare Executives
• National Association of Latino Healthcare Executives
• Women of Color in Pharma (WOCIP)
• Florida Society of Clinical Oncology (FLASCO)
• Healthcare Businesswomen's Association (HBA)
• Oncology Nursing Society (ONS)
• Chambers of Commerce
What do you attribute your success to?
I attribute my success to being goal-oriented, working hard, and valuing community. As an immigrant who started from scratch, I learned early the importance of effort and perseverance. I’ve also embraced the power of collaboration—building strong networks, supporting others, and learning together—because I believe success is greatest when it’s shared.
What’s the best career advice you’ve ever received?
The best career advice I’ve received is to seize opportunities, even if I don’t feel 100% ready. I’ve learned that putting my name forward isn’t a risk of failure—it’s a chance to grow, learn about myself, and improve for the next opportunity.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is threefold. First, build your own “board of directors”—surround yourself with women at different levels of experience who can both challenge you and cheer you on. Second, I don’t necessarily believe in work-life balance; instead, make intentional decisions about when to prioritize work and when to prioritize family or personal life, and be comfortable owning those choices. Finally, don’t wait until you feel 100% ready to pursue an opportunity—put yourself out there, and trust that you’ll continue to grow and learn along the way.
What are the biggest challenges or opportunities in your field right now?
The biggest challenges—and opportunities—in my field right now are shaped by rapid change and evolving patient needs. First, the current geopolitical environment and policy shifts are creating uncertainty in the pharmaceutical and healthcare industry, which challenges us to be more agile and responsive. Second, AI presents both potential and risk; while it can improve outcomes, we must ensure it benefits all communities rather than widening disparities. Finally, affordability remains a critical issue—when patients delay care due to cost, it can lead to more advanced disease and higher long-term costs, highlighting the importance of early intervention and access to treatment.
What values are most important to you in your work and personal life?
The values that guide me in both my work and personal life are authenticity, care, and trust. I strive to be true to myself while building meaningful connections and giving back to my community. For example, I serve on the board of the American College of Healthcare Executives in South Florida and participate in several Chambers of Commerce, where I enjoy mentoring and supporting those starting their careers. By showing up genuinely and with the intent to help, I believe we can create long-lasting, impactful relationships that go beyond professional networking.
Locations
Genentech
Jupiter, FL 33477