How old were you when you realized you had been sentenced to an entire life of people mispronouncing your name?

Three years old. I realized that my parents had not saved me by making it “Lucia” (Loo-sha). They thought it was going to be easier for Americans to pronounce than “Lucia” (Loo-chia). They were horribly wrong.

You’re from Kalamazoo, MI. What’s one thing you miss about it and one thing you’re glad to be rid of?

I miss Bell’s beer, the best beer on the planet. I’m happy to be rid of industrial pollution from the number of pharmaceutical plants along the river. Now that I think about it, I really hope that Bell’s doesn’t use the water from the river.

Congrats on your recent Halloween costume contest win. A quick glance at your Facebook page reveals that both you and your husband put a lot of effort into creating awesome and sometimes hilarious Halloween costumes. When did that begin?

I’d like to clarify that it is I that puts in the effort, and my partner goes along with it. When I was 5-years old or so, I made my first impressive costume. It was Mother Earth. Not knowing that the organic matter I plucked from the backyard and subsequently draped over myself was poison ivy, I now opt for more synthetic materials.

Can we share the image of the American Furniture Warehouse costumes?

Yes. But I don’t think people outside of Colorado have any idea what it is.

For those who don’t know Jake Jabs and AFW, click here.

Was this costume only for the picture or did you have to stay in this position for the entirety of Halloween?

We did not stay in the position for the entirety of Halloween, but anytime anyone asked us to assume the position, we did. You’ll notice there is an American Furniture Warehouse sign on the couch in the photo.

Nice Touch.

When was the last time you had to explain what you did to someone and what did you say?

I was on a boat, looking at crocodiles in the Sian Ka’an biosphere. This woman from New York asked, “what kind of jobs do people in Denver have,” insinuating that we lived on the prairie or something. It’s a major city, lady. I said, I’m a digital creative. She didn’t know what that was. I said, I make advertising campaigns that help make people more engaged with our clients’ products and services. Nothing. So I showed her a cool ad we had on Facebook, and she got it.

Did you always think you’d be in marketing or advertising after college?

No. I was a journalism major, but with a minor in PR. I started getting more into PR and marketing in the later years of college when it became apparent that nobody anywhere was going to hire me to write for a newspaper because they no longer existed.

What’s something exciting that’s happening in digital marketing?

Website personalization. I think it’s amazing that we’ve gotten to the point where we can show people what we think they want instead of forcing them to go through the linear steps we think they need. I think it’s a whole new wave of how we think about websites and the Internet.

If your Facebook feed is anything like mine, you probably have a bunch of people constantly complaining about the lack of privacy on the Internet. As someone who kind of makes your living off leveraging personal data to engage people, how do you feel about Internet privacy?

I think it’s important to understand what your options are, and understand the different ways to protect your privacy. Like blocking cookies or not putting your birth year on Facebook. So there are lots of people that feel their privacy is compromised, but they haven’t taken measures to really protect themselves from being targeted by ads.

What happens when all the ads are blocked and the cookies go away?

They never will be. Not enough people will ever do it.

What are some questions you wished I’d asked?

If you lived a life of crime, what would be your specialty.

Well, what would it be?

Pickpocketing.

Why?

Quick fingers and an engaging smile. (mimes the process of stealing a wallet).

What would you be doing if you weren’t in marketing?

A traveler

A traveler?

No, a travel writer

Oh, I was going to say, “traveler’ isn’t really a job.”

Neither is “travel writer” anymore.

How do you get into the creative brain space?

I’m like a dog looking for the right spot to lie down. I have to circle. I need to see what other people are doing. If I’m writing a blog, I have to read a few blogs. Sometimes I look at stuff I don’t like to remind myself of clichés to avoid. I’ll look at things as a gut-check to make sure what I’m doing doesn’t sound like something else. Or I listen to Ruff Ryders.

Theo Romeo

Author Theo Romeo

More posts by Theo Romeo

Theo oversees ID’s Creative Department. His team, made up of people more talented and smarter than he, is on a crusade to make B2B creative more compelling and engaging. You can routinely find Theo standing in front of a whiteboard, arguing on behalf of storytelling and challenging the sacred cows of B2B content marketing. Once the culprits responsible for all the high-volume, low-performing content flooding everyone’s desktop and mobile devices are vanquished, you will find Theo quietly staring out onto the waters of the pacific northwest, calm, fulfilled. But in the meantime, when Theo’s not chasing windmills or trying to find less patronizing ways to tell his team how amazingly proud he is of them, you can find him making croissants for his wife and daughter, while listening to black metal and sipping a Sazerac. His personal motto: “Empathy is the shortest path to happiness.”

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