Professor Verónica Arroyo Pedroza was born in Mexico City in February 1964. She studied at the Universidad Autónoma Metropolitana (UAM) Azcapotzalco Campus, with a degree in Graphic Communication Design. Since 1983, she has worked in different design offices until she founded her own in 1989, Quadratin Comunicación S.C., of which she is still a partner. In 1991 she became a teacher in the UAM, at the Division of Sciences and Arts for Design.

As a Professor, she specializes in signage, corporate identity, history of Mexican design, administration, and marketing. As part of her work at UAM, she has organized four design weeks, several colloquiums, and inter-university events for her Division. For five years, 98-2002, she was responsible for the Dissemination of the Evaluation Department of CyAD, in 2005 she studied a specialty in Cognitive Psychology and is Master in Design New technologies, her field of study is the Development of video games and applications for educational and health purposes, in reference to the subject she has presented several papers in specialized events both nationally and abroad.

In 2008 she developed, with specialists, the professionalizing Diploma in Character Animation Animatures, which she directed from 2008 to May 2015. She served as Academic Secretary of the Design Division of the UAM Azcapotzalco Campus from August 2009 to November 2010. She coordinated the communication of the Librofest book fair at UAM Azcapotzalco Campus during 2014 and 2015. Since 2015 she is a guest lecturer in the Acoustics Area at UAM Azcapotzalco Campus, designing noise awareness games. In March 2018 she presented the App called Hubbub! Alerta ruido, this application, with citizen collaboration, provides real-time data on noisy places in the city, such data is used to keep updated the Noise Map of Mexico City. In October of the same year she presents the book 68-132 Revolución Visual, Análisis de la gráfica y acción pública de los movimientos sociales en México.

In June 2018 she is appointed Unit Secretary of the Universidad Autónoma Metropolitana Azcapotzalco Campus, after the resignation of the Campus Dean, she served as Unit Secretary acting as Rector until October 2019.