Lucio joined Facebook in 2018 and was supposed to be the answer to Facebook's image breakdown, after the company irresponsibly handled consumer data, which was revealed by the Cambridge Analytica affair. Facebook was also reeling from bad will among advertisers after a series of mistakes in reporting data to marketers. In one case, in 2016, a metrics glitch overstated the popularity of videos as a format on the social network, sending the company into a period of damage-control with brand partners that were demanding more transparency. Lucio stepped into the role after holding high-profile roles at PepsiCo, Visa and HP. He was popular on the speaker circuit, including at the Association of National Advertisers' biggest show, the annual "Masters of Marketing" conference. At Facebook he led a rebranding project that unified Facebook's properties into one "family of apps." And his Facebook tenure culminated in a Super Bowl commercial this year, starring Sylvester Stallone and Chris Rock.