Elizabeth (Beth) Lucky

I attribute much of my success to one of my VP's as he was one of my mentors. About 12 years ago, we were sitting in his office when he grabbed a sticky note, wrote something on it, folded it, and slid it across the table to me. When I opened it, it said one word: empathy.

I still carry that sticky note with me in every backpack or purse I travel with for work. That moment changed everything in my career.

At the time, I was very direct and blunt. My mentor helped teach me the importance of emotional intelligence—how to understand where people are coming from and how to respond in a way that is respectful, thoughtful, and effective. That lesson not only shaped how I lead and build relationships, but it also made me better when conducting interviews and interrogations. My mentor never tried to tear me down; he invested in me, supported me, and taught me how to approach situations in a way that would help me succeed long-term. His support has continued throughout my career.

I also credit my success to my family background in law enforcement. My dad, Kyle Hall. He was a Master Sheriff and K9 Handler, and I grew up around the Eagle County Sheriff’s Office, which has always felt like family to me. Looking back, I believe that environment helped shape my confidence and taught me how to be comfortable in male-dominated spaces. That has been incredibly important in my career, because I have often been the only woman at the table.

Building relationships has truly been one of the biggest keys to my success, especially as a woman in asset protection and security, where there are still not many females in the field.

I also want to give a special thank you and shoutout to my sister, Karen Perrin, for always pushing me, supporting me, and believing in me. She is one of my most influential women. Her hard work, dedication, and drive never go unnoticed, and she is also an incredible mother. No matter how big or small the challenge, we have always been there for each other.

I would also like to thank Erin Thompson and Erin Cox, two amazing leaders, mentors, and women who have played an important role in helping me succeed throughout my career.

And to my husband, Josh, who continuously encourages me to grow and stands beside me through every career transition and life challenge—supporting me every step of the way, both personally and professionally.

The sticky note was one of the best career advice I have received.

Security, asset protection, and technology have traditionally been male-dominated spaces. You may walk into rooms where you’re the only woman, the youngest, or the least experienced—and that can feel intimidating. But don’t confuse being new with being unqualified. You were invited into that room for a reason.

Find your voice early.

Speak up, ask questions, and don’t be afraid to challenge things respectfully. Your perspective is valuable—especially because it’s different.

Lead with both strength and empathy.

One of the most powerful lessons I ever learned in my career was the importance of empathy. Understanding people—your teams, your clients, your partners—will set you apart more than any technical skill ever will.

Be curious and stay a student.

This industry is constantly evolving—technology, threats, solutions. The more you learn, the more confident you’ll become. You don’t have to know everything, but you do need to be willing to figure it out.

Build relationships, not just a network.

The right people will open doors, advocate for you, and grow with you. Stay genuine—people remember how you show up.

And lastly—bet on yourself.

Go for the role. Ask for the raise. Take the risk. You don’t need to check every box to be ready.

The biggest challenge for me right now is stepping into a new role—I’m about three months in—and shifting my mindset from an end user to a trusted advisor.

I’ve used this technology in the field, so I understand it from an operational perspective. But now, I’m responsible for helping clients evaluate solutions, align them with their budgets, and determine what truly works best for their business. It’s less about using the technology and more about guiding others to the right decisions. I wouldn’t call it a challenge as much as a learning curve—and one I’m actively leaning into.

Another piece is earning trust—especially as a woman in this industry. Building rapport takes time, but it’s critical. I focus on showing up consistently, listening, and delivering value so clients know they can rely on me.

At the end of the day, my goal is simple: to be the person my clients trust to get it right.

In the world of asset protection, trust is everything—and I’ve seen firsthand how fragile it can be. I’ve had employees support me when I first walked into a store, only to sit across from them two weeks later in an interview for theft. Experiences like that stay with you. They make trust harder—but they also make you value it even more.

For me, integrity is the foundation of everything. It’s being truthful with yourself and others, and doing the right thing when nobody’s watching. I’ve always been very direct about that—especially when interviewing individuals. If you make a mistake, own it. Accountability isn’t a weakness—it’s a strength.

Authenticity is just as important. I believe in showing up as who I am, consistently, in every environment. I’m not interested in changing who I am to fit a room—I’d rather elevate the room by being real.

And finally, leadership through influence. You don’t need a title to lead. It’s about how you show up, how you treat people, and the standard you set every single day.

All of these values are connected—they cross paths and reinforce each other. And ultimately, they define not just the professional I am, but the person I choose to be.