Veronica Nur Valdes

As Senior Vice President of Strategy at Moss, Veronica leads Strategy, Marketing, and Communications (SMC) and is responsible for making sure the company’s mission, vision, and goals are clearly understood and embraced across the enterprise. She also ensures that resources and efforts are aligned with Moss’ long-term goals and objectives. Her deep experience in executive counseling, though leadership, and corporate communications has given her the perfect toolkit to set a tone that resonates across different audiences and moves them to achieve more.

Veronica joined Moss in 2023 after a series of global leadership roles in a range of industries and organizations including Meta (Facebook), Bacardi-Martini Inc., Citrix, Restaurant Brands International (Burger King, Popeyes, Tim Hortons) and the U.S. Department of Homeland Security. With more than 20 years of expereince, she is known for her strengths in crisis mitigation, reputation management, stakeholder engagement, campaign development, strategic planning, and business alignment. Veronica sees excellence as a responsibility to others, not just a personal standard. She leads by serving: removing obstacles, providing guidance, and ensuring her team has what they need to succeed at the highest level.

Veronica is a true embodiment of Moss’ core values. She leads with contagious energy that motivates those around her, has built her career on honoring relationships that she continues to nurture, and her entrepreneurial spirit has guided to embrace once-in-a-lifetime opportunities to become a leader both in her community and at world-class institutions. Her unwavering commitment to excellence is reflected in her team and everything they achieve at Moss.

A lifelong Miami resident of Cuban-American heritage, Veronica is a member of Leadership Florida and holds a bachelor’s degree from Florida International University.

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.