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In this fascinating interview we cover: - Embracing New Platforms for Engagement: At NYC FC, Lauren harnessed the power of new platforms like TikTok for influencer marketing, highlighting the need to adapt to changing media landscapes for brand visibility and engagement. - Innovation in Agency Partnerships: Lauren discussed the evolving dynamics between brands and agencies, stressing the importance of creativity, commitment, and deep brand understanding in successful partnerships. - The Importance of Integrated Marketing: Lauren's diverse experiences taught her about taking an integrated marketing approach, where balancing various strategies effectively addresses different business challenges. - Data-Driven Creativity: She advocates for a balance between creativity and data in marketing, emphasizing that both are crucial for crafting engaging campaigns and resonating with audiences. - Future Trends in Marketing: Lauren predicts a future where marketing will be heavily influenced by the integration of new media and technology, focusing on creating personalized and engaging experiences for customers with things like AR & VR. In the disorientingly fast-changing world of marketing, it’s extremely important to make sure that you are creating a feedback loop between data and creativity. Marketing is the blend of art and science, and few people understand this as well as this week’s podcast guest, Lauren Scrima. Lauren is the VP of Marketing at NYC FC. Her transition from studying political science to running multi-platform brand marketing departments symbolizes the necessity for marketers to be agile, adaptable, and continuously learning. Adaptability is particularly critical as this field is ever-evolving, the engagement platforms rise and fall and consumer engagement paradigms shift almost daily. “How are we different?” is a question that must be asked and realized on a daily basis. Lauren started her career at the prestigious New Yorker Magazine as a sales associate before jumping over the brand side at Dr. Pepper Snapple, and later, the alcohol behemoth AB InBev. Each step in her journey gave her unique insights — from grappling with the emotional connections essential in marketing to the significance of data-driven strategies in sculpting compelling, unique brand narratives. Today Lauren is at NYC FC, and has been tasked with elevating the fledgling soccer brand in the highly competitive US sports market. She went gung-ho into influencer marketing and platforms like TikTok, underscoring her ability to adapt to new mediums and strategies. Her time at NYC FC has showcased her penchant for keeping creativity in marketing, while balancing it with an acute awareness of data to inform decision-making, resonate with audiences, and drive impactful brand engagement.