“We really want to act like an internal marketing department for each of our clients,” she said. “We’re their ‘outside inside’ marketing department.”
Lucido serves as vice chairwoman of the Produce Marketing Association’s Exhibitor Advisory Committee.
She also volunteers for the nonprofit SCORE Association as a mentor for small business owners, and participates in community theater as an actor, choreographer and director.
After earning a bachelor’s degree in theater arts from the University of California-Santa Cruz, Lucido worked for two and a half years for a nonprofit children’s museum that was in legal and financial trouble.
She got the job, she said, because she was willing to work for a reasonable salary.
“I just attacked the job and learned how to balance the books and how to do programming when you can’t cut any more expenses,” she said.
“By the time I left, it was in the green.”
Lucido encourages others to explore all possibilities, even when challenged by naysayers, as she was when she took the museum job.
“Don’t be afraid to just dive in and prove yourself,” she said.