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Media Insights & Engagement Conference
February 3-5, 2025
The Scott Resort & SpaScottsdale, AZ

Melissa M. Proctor
Executive Vice President & Chief Marketing Officer; Bestselling Author at NBA's Atlanta Hawks & State Farm Arena


Melissa McGhie Proctor is the Executive Vice President and Chief Marketing Officer of the Atlanta Hawks & State Farm Arena. In this role, Proctor oversees the day-to-day operations of the club’s marketing, Hawks Studios creative agency, live experience and production, retail & brand merchandising, corporate social responsibility, brand communications, basketball programs, and entertainment industry relations teams. She also works closely with executive leadership to provide strategy for the organization and was the creator of the award-winning 2020-2021 MLK Nike City Edition uniform strategy.

Proctor joined the organization in June 2014, when she was named Vice President of Brand Strategy. In her former role, she was responsible for brand development and building marketing & business plans that propelled the organization’s long-term strategy. Throughout her tenure with the Hawks, she has played an instrumental role within the company, spearheading internal corporate employee initiatives and executive communication.

Beginning her career with the Turner Broadcasting System, Inc., Proctor served in brand development and strategy positions for Turner Entertainment Networks (including TNT, TBS, Turner Classic Movies (TCM), truTV, and Peachtree TV), Cartoon Network, and Turner Media Group. Additionally, she helped to create the first Corporate Social Responsibility division in Turner’s UK office. Among her accomplishments, she was responsible for managing the naming and identity for the rebranding of Court TV as truTV, and leading corporate culture initiatives to foster employee engagement, collaboration, and innovation.

Part of the NBA since high school, Proctor was the first “team attendant”/ ball girl for the Miami Heat organization, and in later years, returned to work for the Heat in the basketball operations division.

Over her career, Proctor’s professional achievements have earned her accolades from a multitude of publications and organizations. She has been recognized with Leaders and Aspire Academy’s Leaders Under 40 Award; earned a mention on Atlanta Magazine’s 2018 list of Women Making a Mark, she was recently selected as part of the Sports Business Journal’s 2020 class of Forty Under 40 and a 2021 ADWEEK Top CMO Award Winner. A published author, Proctor recently released her first book titled From Ball Girl to CMO.

Proctor is on the board for The HIGH Museum of Art Atlanta, The Children’s Museum of Atlanta, the Atlanta BeltLine Partnership, and 48 in 48. She holds a bachelor’s degree in communication from Wake Forest University and a master’s degree in design studies/branding from Central Saint Martins College of Art and Design at The London Institute. A native of Miami, FL, she now resides in the City of Atlanta.

Agenda Sessions

  • Opening Keynote: Brand & Fan Engagement Strategy: How to Build an Irresistible Winner

  • Moderated Q&A