Veronica Peña
Deputy Director
Rice University (TX)
What drew you to the world of college admission counseling?
As a first-generation college student, I was not sure how to navigate this world and yet it changed my life. My parents always instilled in me that college was my future, but none of us really knew how to get there or what steps to take. Once I went off to college, my life changed. I got heavily involved in student leadership organizations and met lifelong friends. I learned who I was as a person and a leader. I also became a tour guide and instantly fell in love with helping others discover what was possible for them. College played such a huge role in shaping who I am today, and getting to work in admissions allows me to give that same spark to someone else. I love that I get to help families feel confident, informed, and excited about this journey because I remember exactly what that felt like!
What is your favorite part of the job?
Early in my career, I loved interacting with students and engaging in countless conversations with families. Those moments were incredibly energizing. As I’ve grown professionally, that passion has expanded. Now, in addition to supporting students, my favorite part of the job is the impact I get to make on my colleagues and those I directly supervise. I genuinely enjoy encouraging them to become leaders, to pursue opportunities that align with their strengths, and to recognize the value they bring to our work. Helping others grow, find their voice, and develop confidence in their abilities has become one of the most fulfilling aspects of my role.
How has NACAC played a role in your career?
I first became involved while serving on the Houston National College Fair committee, an experience that allowed me to meet and work with colleagues from other institutions and across the desk. Being part of that committee showed me the power of learning from others outside of my institution! Since, I’ve remained actively engaged with NACAC because it continues to offer what our profession needs most: connection, growth, and shared purpose. Through NACAC, I have access to a network of professionals who challenge and inspire me, as well as opportunities to both learn and contribute. It provides a sense of community and a space where I can process the many emotions and complexities that come with our work. Ultimately, NACAC has not only expanded my professional connections, but it has grounded me in a community that supports my passion for higher education.
What do you think is the biggest challenge facing our profession today?
I believe one of the biggest challenges facing our profession is navigating an admissions landscape increasingly influenced by external voices. Policies, public narratives, and even court decisions are often shaped by individuals and organizations that lack a nuanced understanding of our work, the students we serve, or the context in which college admissions operate. As these outside pressures grow louder, they not only complicate our processes but also create confusion and mistrust among students and families. Admissions professionals are left balancing institutional responsibility with the need to correct misinformation, while advocating for ethical and equitable practices that support student opportunity.
When you aren’t working, what do you like to do?
Outside of work, you can usually find me at CrossFit Be Someone! Please don’t ask me my Fran time, but I will absolutely tell you about my 235 lbs. back squat, which I’m very proud of! When I’m not lifting heavy things, I love playing video games, rewatching Harry Potter any chance I get, and going on adventures with my partner, Ian.
What five words would you use to describe yourself?
Optimistic, cheerful, supportive, driven, and strong!
Published Jan. 12, 2026