Melissa Parrish

VP, Research Director serving Marketing Leadership PROFESSIONALS

As vice president and research director, Melissa serves Marketing Leadership Professionals and is a leading expert on social and mobile marketing. In her research, Melissa explores how these complementary technologies can be used to effectively bring marketers and their always addressable customers ever closer together.

Melissa has been quoted frequently in publications such as The New York Times, The Wall Street Journal, The Washington Post, and Fortune magazine. She has spoken at hundreds of events around the world, including Ad:Tech, Mobile World Congress, OMMA Global, SXSW, and Social Media Week.

Previous Work Experience

Before joining Forrester, Melissa was the director of community strategy at Time Lifestyle Digital group, where she was responsible for community and social media initiatives across the network's 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world's largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults. In parallel with her work in social media, Melissa led early innovation initiatives in mobile marketing at several of her previous companies.

Education

Melissa earned a B.A. in drama and philosophy from Loyola University, New Orleans, an M.A. in liberal studies from The New School, and an M.F.A. in dramaturgy and script development from Columbia University.

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7 results in Reports

  • Melissa Parrish
  • Customer Experience Management
  • For Marketing Leadership Professionals

    Report:Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

    Marketers Hope For Success In Nascent Market

    Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale...

    • Downloads: 1871
  • For Marketing Leadership Professionals

    Report:2011 US Mobile Marketing Predictions

    After a record year for mobile marketing spend and success, mobile has finally arrived as a legitimate marketing medium. In 2011, Forrester predicts that marketers will take the training wheels off...

    • Downloads: 1561
  • For Marketing Leadership Professionals

    Report:Social Mobile Technographics®: How Consumers Socialize On Mobile Phones

    The increasing accessibility of the mobile Web and mobile apps makes connecting with traditional social networks like Facebook and Twitter more convenient than ever. Due to these technology and...

    • Downloads: 1428
  • For Marketing Leadership Professionals

    Report:How To Create An Effective Brand Presence On Facebook

    Forrester Research Online Facebook WebTrack

    Marketers are flocking to Facebook — but creating a compelling Facebook brand presence requires forethought and commitment. The best Facebook marketers maximize their pages' exposure, post...

    • Downloads: 1472
  • For Marketing Leadership Professionals

    Report:Community Management Checklist

    A Four-Phase Approach To Preparing To Engage With Your Customers

    Many marketers are launching communities to engage their customers in an authentic dialogue around their companies, brands, and products. However, once they've launched, brands often find that they...

    • Downloads: 1297
  • For Marketing Leadership Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Delivering Utility At Speed To Perpetually Connected Customers

    Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

    • Downloads: 1058
  • For Marketing Leadership Professionals

    Report:Community Benchmarking Metrics

    What To Expect For The Health Of Your Community

    Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...

    • Downloads: 573