Her Story
About Dionne
Dionne Lucas is a seasoned marketing strategist, brand consultant, and entertainment professional with more than 15 years of experience spanning consumer marketing, market research, brand development, communications, and strategic planning. A graduate of Clark Atlanta University with a degree in Mass Communication and Media Studies, she built a strong corporate foundation through internships with leading organizations such as the Associated Press, Georgia-Pacific, and The Coca-Cola Company, where she spent a decade developing expertise in consumer insights, marketing analytics, customer relationship management, and brand strategy. Her ability to combine data-driven decision-making with compelling storytelling has made her a trusted advisor to organizations and executives across multiple industries.
After relocating to Nashville, Lucas expanded her career into the entertainment and cultural sectors, serving in leadership roles at the National Museum of African American Music (NMAAM), where she contributed to the completion of a landmark $60 million fundraising campaign and helped elevate the museum’s national profile. Her experience includes directing marketing, communications, retail marketing, sales, and brand strategy initiatives that connected audiences to music, culture, and community engagement. Throughout her career, she has developed a reputation for building meaningful partnerships, crafting impactful narratives, and creating innovative marketing strategies that drive visibility and growth.
Today, Lucas is the Principal of Catwalk Consulting Group, a nationally recognized branding and marketing consultancy that supports artists, executives, entrepreneurs, and organizations in defining and amplifying their brands. Known for blending Fortune 500 marketing discipline with entertainment industry expertise, she helps clients strengthen their market positioning through strategic communications, media relations, research, and storytelling. A respected community leader, she also serves on the boards of organizations including the Nashville Ballet and TEDx Nashville. Her work continues to empower clients to build authentic brands, connect with audiences, and achieve long-term success in an increasingly competitive marketplace.
Her Interview
Ten minutes with Dionne
01What do you attribute your success to?
I had a lot of very good mentors over the years when I was younger in my career. I took full advantage of that because I had access to such an esteemed group of professionals when I was at Coke. I was never shy about asking to be a part of certain things, to sit in on certain meetings, and I asked a lot of questions and sought a lot of advice. I think I was just fearless - I would just show up in places and start working. My mother died when I was young, and I think that gives you a different sense of what is possible. It kind of gave me an 'I don't have anything to lose' approach to the way I live the rest of my life. It's kind of like, what's the worst that can happen?
02What’s the best career advice you’ve ever received?
The best career advice I ever received was from a manager I had when I worked for a company based in Copenhagen. He said something very simple, but I often refer to it: 'Hope is not a plan.' It's not profound, but when you really think about it, you can't just wait around for anything to happen. You have to plan for it to happen.
03What advice would you give to young women entering your industry?
I would tell them to spend as much time as possible becoming an expert and understanding the craft of whatever the craft is that they're working on. Yes, you have to network. Yes, going to school is important. But being a constant student, constantly learning, and being on a journey to be better every day than you were the day before - I feel like people need to understand that there are no shortcuts. When you're really, really good at what you do, then you can't really be denied. It's a whole lot easier to be denied if you don't know what you're doing. You don't have to worry about getting laid off if you really know your craft. The best thing to do is just be the best at what you do. Just knowing is not enough - you need to understand what your positioning statement is, how you're different, what your brand is. Are you appropriate? Are you prepared? Are you on time? Do you have valuable input? Really think about what you're bringing to every situation that you are in.
04What values are most important to you in your work and personal life?
To take chances - applies to both
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