Lida Citroën specializes in personal branding and reputation management online and in-person for a target audience, and is based in Englewood, Colorado. She volunteers to help transitioning military service members build their civilian careers by teaching personal branding and online reputation management in the TAP program at the United States Air Force Academy. She also consults with private Fortune 100 companies who are looking to hire and increase the number of veteran employees. She is the author of two veteran-focused books: Your Next Mission (2014) and Engaging with Veteran Talent (2017).

A TEDx Speaker (39,000+ views to date) and Instructor on LinkedIn Learning, she leverages her expertise to help transitioning military service members build their civilian careers. She was a founding Board Member of the National Association of Veteran Serving Organizations (NAVSO), writes for Military.com, produces content for and collaborates with LinkedIn on veterans' issues, and volunteers with the Employer Support of the Guard and Reserves (ESGR). Highly sought after by the media for her perspective and advice on veteran reintegration and career transition, she has been featured on MSNBC, in The Guardian, Handelsblatt, Fortune Magazine, The Huffington Post, Entrepreneur Magazine, Hiring America, Forbes.com, Harvard Business Review, and CBS Moneywatch, among others.