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Melissa   Parrish

Melissa Parrish

VP, Research Director Serving B2C Marketing Professionals

Melissa serves B2C Marketing Professionals and is a leading expert on social and digital marketing strategy. As vice president and research director, Melissa leads a team of analysts who explore how marketers use evolving technologies and platforms to create and deepen the bonds between them and their ever-changing customers.

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.

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.

Melissa Parrish

VP, Research Director Serving B2C Marketing Professionals

Melissa serves B2C Marketing Professionals and is a leading expert on social and digital marketing strategy. As vice president and research director, Melissa leads a team of analysts who explore how marketers use evolving technologies and platforms to create and deepen the bonds between them and their ever-changing customers.

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.

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.

Melissa Parrish's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook

    October 17, 2017Melissa Parrish

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of omnichannel digital media buying best practices and help them move from plan to action. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Everyone Uses Social; Few Know If It Works

    Benchmarks: The Social Marketing Playbook

    September 20, 2017Melissa Parrish

    Social is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C marketers are using and measuring social media today and how satisfied they are with the networks on which they engage.

  • For B2C Marketing Professionals

    REPORT: Social Marketing Is A Vital Part Of Your Post-Digital Transformation

    Executive Overview: The Social Marketing Playbook

    July 28, 2017Melissa Parrish

    Social marketing is at a crossroads. B2C marketers intuitively know that it's working but can't articulate how. That's because too many of them launched social programs without a strategy. This playbook will show marketers how to develop social programs that create measurable business results, how to use insights from those programs to address other marketing and business challenges, and how to choose the right social technology vendors to efficiently and effectively run their social practices. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: You Don't Need A "Social Marketing" Strategy

    Vision: The Social Marketing Playbook

    July 28, 2017Melissa Parrish

    Nearly all marketers use social media, but few are able to quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and how they use social insights to improve the rest of their marketing campaigns. But social media can offer brands far more than just marketing value — so we also explore how social technology helps companies transform for the post-digital world. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For CIO Professionals

    REPORT: Navigate Trump-Era Uncertainty With The Compass Of Customer Obsession

    Respond To New Policy And Regulatory Environments With Customer-Led, Insights-Driven, Fast, And Connected Strategies

    June 8, 2017 Bobby Cameron, Melissa Parrish, Rick Parrish

    US president Donald Trump is heralding or taking actions that will redefine the environment for US-based and global businesses. The administration could fundamentally alter policy, regulations, and treaties in domains like trade and immigration — creating real uncertainty and exacerbating firms' ongoing scramble to become customer-obsessed and fend off digital insurgents. This report provides a macro view of the changing policy domains likely to affect business strategies and identifies actions customer-obsessed firms should take to anticipate and respond to new challenges and opportunities.

View all of Melissa Parrish's Research

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