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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3 results in Reports

  • Melissa Parrish
  • Marketing Measurement
  • For Marketing Leadership Professionals

    Report:Train Your Team For Social Marketing Success

    Continuous Improvement: The Social Marketing Playbook

    Interactive marketers' success in social media has attracted other departments' attention. But well-meaning nonmarketers sometimes commit risky blunders as they join the fray. To ensure that social...

    • Downloads: 1052
  • 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: 570
  • For Marketing Leadership Professionals

    Report:Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

    Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

    • Downloads: 491