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 B2C Marketing Professionals

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

    Vision: The Social Marketing Playbook

    August 10, 2018Melissa Parrish, Jessica Liu

    Most marketers use social media, but few can 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 customer obsession. 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: Social Marketing Is A Vital Part Of Your Post-Digital Transformation

    Executive Overview: The Social Marketing Playbook

    July 9, 2018Melissa Parrish, Jessica Liu

    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 run their social practices efficiently and effectively. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • 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, 2017Sophia 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.

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