Biography

Veronica is an award-winning, strategic organizational executive and brand leader as well as a speaker and author with decades of experience leading staff and driving missions within member associations and non-profits. Since 2000, she has worn many hats including growing advertising sales, branding, communications, and marketing programs for biomedical and STEM organizations such as the American Council of Engineering Companies, the American Physiological Society, and the Federation of American Societies for Experimental Biology. Her experience has included strategic planning, developing on-site and remote teams, leading brands, re-brandings, and re-positionings, creating new products, spearheading membership recruitment and retention initiatives, and marketing all aspects of an association including extensive publications programs, education, meetings/conferences, public affairs, fundraising/development, partnerships, and more. 

Veronica is a Certified Association Executive (CAE) and holds a Master of Science in Management (with a specialization in Marketing). She’s committed to the non-profit industry’s advancement and serves in multiple capacities including on the American Society of Association Executives (ASAE) Marketing Professionals Advisory Council, as co-chair of the ASAE Branding Subcommittee, as chair of the Council of Engineering and Scientific Society Executives (CESSE) Membership Special Interest Group, on the American Marketing Association (AMA) DC Chapter’s Data and Insights Committee, on the AMA DC Diversity, Equity, and Inclusion Committee, and as a member of several other industry associations.

Veronica is a Washington, DC native who believes in lifelong learning. In her spare time, she’s an Adjunct Instructor for West Virginia University Reed College of Media. She’s also in the Doctor of Business Administration program at her Alma Mater the University of Maryland. Her desire to develop others is apparent as her entrepreneurial spirit and background as an image consultant has evolved to include helping other entrepreneurs competitively position themselves and their businesses. She also enjoys running, family time, movies, trying new restaurants and exploring new experiences.