Lucia's driven consumer, brand, retail and B2B communications for Coca-Cola, Levi's, Unilever, Bacardi-Martini, KFC and the peak industry body representing Australia's major newsmedia publishers including News Corp and Fairfax Media.
Lucia joined The Newspaper Works (now NewsMediaWorks) at a pivotal point in the history of newspaper brands when hundreds of mastheads were transitioning from print-first strategies to multi-platform offerings. She also drove the launch of Enhanced Media Metrics Australia (EMMA) the publishing industry's most significant trade initiative in decades.
Lucia's worked for some of the world's most renowned agencies including Leo Burnett and McCann Worldwide and iconic Australian agencies Mojo, The Campaign Palace, George Patterson Partners and John Singleton Advertising.
In 2013 Lucia studied data journalism with the Knight Center for Journalism in the Americas (University of Texas) and has since developed brand and content marketing programmes for leading media, premium food and lifestyle brands.
During 2018-2019 Lucia spearheaded Sydney Airport's SYD Centenary programme; from its marquee event for 600 on tarmac, including the NSW Premier, to collaborating weekly with News Corp to develop compelling historical and future-facing editorial and PR opportunities during SYD100, through to initiating the Bayside schools competition to Imagine the Future of Air Travel, which received over 1,200 entries from 35 participating primary schools.
Lucia is a long-standing judge of the advertising and media industry's most prestigious awards: The Effies, Adnews Awards, International Advertising Association (IAA) 'Big Idea' Competition, 30 Under 30 Awards for PR, B&T Women in Media Awards, Mumbrella Publish Awards, Mumbrella Travel Marketing Awards and B&T Agency of the Year Awards.
In 2016 Lucia was a member of the steering committee for Fairfax Media's inaugural The Australian Financial Review Business Summit, has managed the Public Relations Council, continues to manage the Commercial (TV) Producers Council and for five years was a founding board member of the Helpmann Award-winning physical theatre company, Force Majeure.
As a champion of creativity, and as part of her ongoing quest for new learning experiences that scare her, Lucia tackled creative development head-on at 2020 AWARD School, the country's most prestigious course for conceptual thinking, ideas generation, and creativity. Lucia now has the honour of being the oldest graduate in AWARD School's 34-year history.