Ljubica Lazić is a graduate art historian who has been working in marketing and PR for more than ten years. While still an undergraduate, she began her career at the Sava Centre. She then entered the world of production and media, where she has remained to this day. Her narrower specialism is events and campaigns related to cultural and artistic projects.

She moved to the Guitar Art Festival in 2012, where she has since been achieving shared goals. Over the years, she was responsible for visual identity, external communications, fundraising, protocol, as well as PR & marketing campaigns.