Company: The Martin Agency
Title: VP, Planning Director
Lauren Prociv, who has fueled her passion and drive for the marketing world, has continued to mature professionally over the years. Prociv graduated first in 2010 with a Bachelor’s in Marketing and again in 2012 with her Master’s in Business Administration with a concentration in Marketing. She was also a founding member of VT PRISM, Pamplin’s elite Social Media Marketing Firm.
Since then, Prociv has spent the last seven years living in Richmond, VA working as the Vice President, Strategic Planning Director at The Martin Agency. Her job responsibilities include digging deep to uncover what matters most to a brand’s target audience.
Prociv mentioned, “I walk a lot of miles in other people's shoes” and explained that discovering what matters most to a consumer helps her make the brand/product/service significant to their lifestyle. She also touched on how this process includes connecting the dots between cultural trends, consumer behavior, category agevity, and combining her knowledge about a consumer and what the product/ brand/ service can provide for them.
In her free time, Prociv explores her passion for art history by visiting museums as often as possible. She also enjoys golf and playing guitar. When asked what previous experiences got her where she is today, Prociv’s answer showed her love for Virginia Tech and her devotion to Pamplin. She said, “Broadly, I wouldn't be where I am today without my Hokies. As a student, I was the notetaker for the MIMB’s meetings, so I can't tell you how honored I am to now be a member. It was the members on the board at that time who helped me network and then it was PRISM that gave me the hands-on experience and skills to have the confidence to grab the bull by the horns when I graduated.”