Verónica Zorrilla Ibarra's connection to the audiovisual world began long before she could even name it: she grew up surrounded by music, speakers, and technology, in a home where sound was simply part of everyday life. 

“For me, it was normal,” she recalls. Over time, however, she realized that it was anything but — especially in the 1970s and 1980s. 

Her father played a key role in that early awakening. An entrepreneur, endlessly curious and passionate about technology, he attended trade shows, researched equipment, and explored new applications. There was always something new at home: ideas that turned into projects, prototypes that didn’t always succeed but planted a unique way of seeing the world. 

“He not only encouraged me to follow this path, he passed on the passion and the love for doing things well,” Verónica shares. 

Although the audiovisual environment had always been a part of her life, it wasn’t until 2009 that she began working directly in the industry. Since then, her growth has been steady, driven by a sector she loves for its dynamism and constant evolution. 

“Because it’s technology, you never stop learning or being surprised by what’s coming next,” she says. 

Growing, Believing, and Taking Risks 

When asked about the biggest challenges in her career, Verónica doesn’t hesitate: believing in herself. 

Daring to take on increasingly ambitious projects has been — and continues to be — one of her greatest challenges. It’s been a deeply personal process that today is reflected in her leadership style and in the strength of Proakustics as a team. 

For her, success isn’t defined by a single project. She feels proud of the daily work, the collective effort, and the tangible impact of their solutions. 

“I get emotional walking into a store where we developed the audio project and hearing how the music isn’t just heard — it’s felt. It moves people,” she says. 

The same applies to large-format displays and visual installations that transform customer experiences and redefine spaces. 

Behind that growth are clear values: a strong human team, consistent hard work, thoughtful planning, and truly listening to clients. Understanding their needs and designing tailored solutions has been essential. 

As Verónica sums it up: “Hard work without talent beats talent without hard work.” 

Leading as a Woman 

Her experience as a woman in the audiovisual industry has had its contrasts. In the beginning, it was challenging. She was often the only woman in the room and didn’t always receive the same professional attention or respect as her male counterparts. 

Over time, that reality shifted — reflecting both her personal and professional growth. Today, her career also stands as proof of an industry that is evolving, even if there is still progress to be made toward greater equity. 

That’s why her advice to young women entering the sector is clear and direct: prepare yourself, never stop learning, pursue courses and certifications, and trust that success is possible. 

Balance, Discipline, and Enjoyment 

Outside of work, Verónica seeks balance through routine. She starts her day with exercise — a habit that helps her build discipline and maintain focus. 

Her workdays are filled with meetings, many of them virtual, and she strives to end the day with her family. 

Balance isn’t always perfect, she admits, especially in a demanding city like Mexico City. Still, she makes an effort to involve her family in what she does and to actively participate in their lives. Making space for work, but also for family, friends, exercise, and fun, is an ongoing challenge. 

Among her habits for maintaining balance are daily exercise and padel, a sport she enjoys that has taught her focus and discipline. Along with music and dancing, these activities nourish the personal side that also fuels her professional life. 

Looking Ahead 

As she looks to the future, Verónica hopes to see an increasingly professionalized audiovisual industry, with higher standards and a genuine commitment to sustainability. 

Her professional dream goes beyond personal success. She envisions a more equitable world, with greater opportunities and growth, especially for Mexicans. 

If she weren’t working in AV, she would dedicate herself to human development — an answer that perfectly reflects her leadership philosophy: always putting people at the center. 

Her personal motto is simple yet powerful: “Always give the best version of yourself.” This idea runs through her story, her leadership, and the way she inspires those around her. 

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A version of this article was originally posted in Spanish by AVIXA Español.