Melissa   Parrish

Melissa Parrish

VP, Group Director Serving B2C Marketing Professionals

Melissa leads the research team that serves B2B marketers, B2C marketers, and business insights professionals. Her team's research agenda focuses on helping businesses become data-driven and customer-obsessed with the right technologies and strategies to inform, develop, execute, and measure marketing and insights programs. Melissa delivers strategic guidance to help business leaders use evolving technologies, platforms, and analytics to create and deepen the bonds between them and their ever-changing customers.

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, Group Director Serving B2C Marketing Professionals

Melissa leads the research team that serves B2B marketers, B2C marketers, and business insights professionals. Her team's research agenda focuses on helping businesses become data-driven and customer-obsessed with the right technologies and strategies to inform, develop, execute, and measure marketing and insights programs. Melissa delivers strategic guidance to help business leaders use evolving technologies, platforms, and analytics to create and deepen the bonds between them and their ever-changing customers.

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 CMO Professionals

    REPORT: Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook

    March 30, 2018Melissa Parrish

    Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that prioritizes solving customer problems over promoting product. This report introduces executives to our marketing innovation playbook, which guides CMOs and their lieutenants on their journey to customer-obsessed marketing innovation.

  • For CMO Professionals

    REPORT: Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook

    February 22, 2018Melissa Parrish, Caroline Robertson

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation maturity assessment so you can gauge where your firm is on its journey and discover which core competencies you need to strengthen or develop.

  • For Infrastructure & Operations Professionals

    REPORT: Quick Take: Innovate Around The Death Of Net Neutrality

    With Internet Providers Free To Build Slow And Fast Lanes, Design Around Cost And Bandwidth Uncertainty

    December 14, 2017 Sophia I. Vargas, Susan Bidel, Andre Kindness, Melissa Parrish, Michele Pelino, Ted Schadler

    The US Federal Communications Commission (FCC) has repealed the 2015 regulations requiring equal treatment for all internet traffic, commonly known as net neutrality. If they choose, carriers can now charge more for higher bandwidth or lower latency. Forrester's advice to infrastructure and operations (I&O) leaders and their companies: Accept the rule change as a reality of doing business, and focus on mitigating the impact on customers and operations.

  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook

    November 29, 2017 Erna Alfred Liousas, Melissa Parrish

    When pursuing marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. This report provides B2C marketers with a process to successfully integrate social into their marketing strategy by methodically assessing audience, objectives, and tactics. 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.

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