Who is Dionne Lucas?
Dionne Lucas is a Group Account Director at UWG, Inc where she is charged with identifying new business opportunities that generate revenue and servicing The Coca-Cola Company account. During her short tenure at the agency, Dionne led the successful strategy and execution of the Coke presenting sponsorship at Essence Festival 2022, a move so significant because the project was awarded to UWG in December 2021.
Prior to joining UWG, Dionne served as the Senior Director of Sales and Marketing at The National Museum of African American Music where she was responsible for all revenue associated with ticket sales, event sales and the museum store. She was second in command to running all museum operations allowing her to dictate visitor’s experiences and was key in helping to secure the $60 million-dollar needed to open the 56,000 square foot interactive cultural museum.
Dionne holds a Bachelor of Arts in Mass Communications with a concentration in Public Relations from Clark Atlanta University. She is currently pursuing a Masters in Medicine, Health, and Society at Vanderbilt University. In 2021 she received the Nfocus Magazine Model Behavior Award for her work with Nashville Ballet as a Board Member and was recognized by the Nashville Business Journal as a 2020 Woman to Watch. Dionne serves as Board Member for The Franklin Theatre, is a TEDx Nashville, Member of the Diversity Committee for the Nashville Chapter of the Recording Academy and is a member of Delta Sigma Theta Sorority, Inc.
Dionne is married to Kevin Lucas and has a beautiful daughter, Elle Lucas.
What is your favorite holiday memory?
Going to the beach with my daughter, niece, and cousins during the Christmas holiday. There is something truly magical and unexpected about being out in the bright sun and warm sand with the girls in December.
Tell me about your work with the Coca-Cola Company and Essence Festival of Culture?
My first job out of college was at Coke and I worked there for 10 years. To lead the Essence Festival activation for them was surreal; to work with them at this level of my career was rewarding. The activation was over four days, nine locations, twenty plus artists, it was amazing! Like planning the family reunion of a lifetime. The project touched on so many of the things I believe in; black women, black music and hiring black people. My vision came to life in Joyland. I work with talented and committed people. When your activation is in the New York Times and the reporter describes how she felt “swag surfing” in a space you created, it was a testimony to my growth as a marketer and my love for the culture.
If you could choose anyone to mentor you, who would it be and why?
It would be Rihanna. She is badass. She has positioned herself for success by investing in varying industries and leveraging her influence to elevate her brand as well as her bank account. She is the perfect case study for building a brand. Her ability to connect with people and allow them to see themselves in her through her vulnerabilities is her gift.
With your many business attributes, which one of them is your true passion?
My ability to connect with people and build bridges that benefit the community is my true passion. Bringing people together with different backgrounds and interests and finding a common ground is both my strength and my passion. I have been blessed to have a seat at so many tables and it is because I operate in my true passion through my work.
What advice would you give a young girl struggling with self-esteem issues during today’s time?
- Stop giving yourself to people who do not deserve you.
- You got this because God has you!
- Find your happy place. Take time each day to do things that nourish your body and mind, such as exercise, meditation, or hobbies that bring you joy.
- Never stop being a student, continue to learn and grow. Knowledge builds confidence.
- Surround yourself with people with see the best in you. Seek out supportive friends and family members who uplift and encourage you.
- Don’t focus on how many followers you have, focus on being a good leader. Chasing followers can cause you to lose yourself.
- Set goals and celebrate your achievements. Take time to reflect on and celebrate your accomplishments, no matter how small.
- Practice gratitude. Focusing on what you are grateful for can reset your mind and spirit.
- Seek help when needed. You don’t have to figure everything out on your own. Speak with a mental health professional or trusted adult if you need support.
What do I want my legacy to be?
Resilience. I want my legacy to be that I never quit, I will find a way or make one.
I remind my daughter of this frequently. Don’t be bound by convention. Create the path that leads you to your desired outcome.
I lost my mom as I small child and that event has shaped my legacy. Living a life without her has led me to be resilient. This value guides my work with non-profits and as well as in my career. It demands that discover new limits and impact change. The ability to keep going despite the circumstances is the greatest gift that I can leave.
What is the best way for our readers to engage more with you?
Readers can find me on Instagram