Lucia Creed

Lucia is deeply committed to supporting emerging and established leaders and their teams through the small and significant turning points that influence direction and define culture.

Her work is informed by more than 25 years in hospitality and consumer packaged goods, including 15 years in leadership roles across a wide range of organizational settings, from early-stage startups to multinational companies. She has also supported organizations as they transition from independent ownership into larger corporate environments, helping leaders and teams navigate the uncertainty and disruption that often follow. Along the way, she has built and led high-impact teams, directed cross-functional sales and marketing operations, and helped steward award-winning consumer brands.

This breadth of experience gives Lucia a grounded understanding of how strategy, culture, and influence show up in everyday decisions, and how small choices often shape long-term outcomes.

Lucia is a lifelong learner. She earned her BA from UC Berkeley, where she researched the intersection of science and religion, an early expression of her interest in complexity, meaning, and how people make sense of the world. Outside of work, she continues to challenge herself with experiences like learning to surf in her 40s, studying new languages, and recently moving to a new continent with her family. These experiences continually deepen her empathy, perspective, and appreciation for growth at every stage of life.