Lucido is a 20-year industry veteran and 8-year PRMG employee, who is known for some of his previous work in the marketing and advertising side of the mortgage industry.  During his time at First Magnus Financial Corporation, he led a creative team of marketing professionals and was consistently awarded Best Advertising Design in 2002 - 2003 and Best Advertising Concept in 2004.  In addition to his marketing and advertising background, Lucido has also become a spokesperson and advocate on the values of company culture and ideology behind brand equity — what it is, how to build it, and the power it yields within and upon an organization and those it serves.