Veronica Nur Valdes

Veronica Nur Valdes is Senior Vice President of Strategy at Moss, where she leads the Strategy, Marketing, Events, and Communications functions and ensures business priorities translate into disciplined action and meaningful experiences for the people who bring them to life.

With more than 20 years of leadership experience across technology, consumer brands, financial services, and government affairs, she has led nationally visible campaigns and large-scale enterprise initiatives that shape public perception and strengthen trust.

Her background includes senior roles at Meta, Restaurant Brands International (Burger King, Popeyes, Tim Hortons), Bacardi, and the U.S. Department of Homeland Security, where she directed high-stakes communications, organizational engagement, reputation management, and modernization efforts.

Her work centers on the intersection of performance, behavior, and story. She believes that clarity creates confidence and that strong culture drives both results and well-being. She guides teams through change by aligning strategy with purpose, building trust, and helping create environments where people can do their best work and grow.

Born and raised in Miami, Veronica is of Cuban-American heritage and serves on the Leadership Council for Casa Cuba at Florida International University. She is a lifetime member of Leadership Florida.

Mission Statement:

My intention is to live with gratitude and courage, to grow through challenge, to choose what matters, and to live guided by faith and integrity, taking responsibility to serve others and to leave things better than I found them.