LSU Graduate Heads Global Marketing for Facebook05/06/2019
BATON ROUGE – LSU graduate Antonio Lucio is responsible for marketing the social media applications that are used by billions of people around the world. Lucio joined Facebook in 2018, as the company’s Global Chief Marketing Officer.
“I am responsible for the marketing of our Apps, that includes Facebook, Instagram, WhatsApp and Messenger, to the 2.7 billion people who interact with our platforms every day,” Lucio said.
Born in Cadiz, Spain, Lucio grew up in San Juan, Puerto Rico. He graduated from LSU in 1981 with a degree in history.
“I had great experiences at LSU. I loved my classes. I loved my extracurricular activities and I had a great group of friends that I continue to engage with every fall during football season and through social media,” said Lucio. “At LSU, I became acquainted with people from many countries in Latin America. We would spend hours talking about life in our respective countries of origin. I think that my curiosity and passion for learning from people and cultures was born out of those wonderful late-night conversations.”
As a global marketer, he uses those experiences, and the diversity he surrounds himself with, in business.
“I firmly believe in the power of diversity. It is both a business imperative and a values issue. Institutions, whether of higher learning, governments or private sector, must mirror the constituents that they serve. That is the only way to remain relevant and the only proven way to drive meaningful and sustainable innovation.
“I feel deeply proud that LSU is welcoming its most diverse class ever. Our youth in the United States and globally is the most racially and ethnically diverse generation in history. As they grow, they will change the leadership composition of our institutions in the U.S. and the world. Having a place where they can interact with people from all angles of the beautiful tapestry of our world will be excellent preparation for their future,” Lucio said.
He said LSU prepared him for his future.
“LSU helped my professional development in a very important way. Learning world history prepared me for my eventual career in global marketing. Marketing is about understanding preferences within the context of culture. Having a profound understanding of where countries come from historically, culturally and even religiously is a key component. I did not intentionally plan for it to work that way. I took history because I felt it was a good background for law and at the time I thought I wanted to be a lawyer. Life changed and pointed me in the direction of global marketing. Traveling around the world to India, China, Europe, the Middle East and Latin America allowed me to experience all the things I had learned in history classes at LSU.”
His favorite place at LSU is Tiger Stadium.
“It was both my dorm. (Yes, there were dorms in the stadium back when I attended.) And it’s the place I learned to love college football and the Tigers.”
While attending LSU, he worked on campus. First, as a dishwasher and later as a waiter in the Faculty Club.
“I also participated in the LSU volleyball club where we travelled to other schools in the SEC and made the U.S. Volleyball nationals my senior year. Time management was my obsession at LSU. I don’t think I have ever been as productive as I was then.”
After graduation, his career in marketing began, working for well-known worldwide brands.
“I have been blessed with the opportunities to work with some of the world’s most recognized brands for companies like Procter & Gamble, Kraft, Pepsico, VISA, HP and now Facebook. I have spent a lifetime building brands, businesses and organizations that stand the test of time,” said Lucio. “As I look back on my career, I realize that some of the drivers that got me to where I am today have been: curiosity to learn new things; the ability to take risks and move around to different companies, industries and countries; the thirst for constant improvement and reinvention in every aspect of my life; being resilient and having the mindset to pick ourselves up when we fall, and learning from mistakes and moving forward.”
Decades since his LSU graduation, he offered advice and insight for Tigers looking to one day join him on a global stage.
“My advice is to focus on both math and science and liberal arts. You need to have
a balanced mind. Learn a language or two -- it will serve you well. Travel, read and
watch international movies. Make friends who think totally different than you do.
Become a citizen of the world, even if you do not leave your town.”
Contact Rachel Holland
LSU Strategic Communications