Melissa   Parrish

Melissa Parrish

VP, Group 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, Group 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 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.

  • 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.

View all of Melissa Parrish's Research

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