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Mike   Proulx

Mike Proulx

VP, Research Director

Mike leads Forrester's CMO research team focused on the top issues and opportunities facing marketing executives — providing the vision and strategy today’s brands need to deliver on their expression of customer obsession. His team of industry analysts publishes research, delivers thought leadership, and conducts client advisories on cutting-edge topics related to marketing trends, consumer behavior, brand strategy, advertising, creativity, digital transformation, and the agency landscape.

Previous Work Experience

Mike brings to Forrester 25 years of experience developing marketing programs through a lens of “what’s next” in consumer behavior and media. Prior to joining Forrester, Mike served 12 years at Hill Holliday, where he developed and grew the agency’s digital capabilities and talent as its chief digital officer. His industry leadership has spanned strategy, creative, media, production, and tech for iconic brands including BMW Motorcycles, Boar’s Head, Cadillac, CVS Health, Dunkin’, Fireball Whisky, Party City, Planet Fitness, LG Home Appliances, Tempur-Pedic, and T.J. Maxx.

Education

Mike holds an MS in computer information systems from Bentley University and a BS in business administration (with a marketing concentration) from the University of New Hampshire. He also taught advertising as a lecturer at Boston University.

In 2012, Mike wrote and published the best-selling book Social TV. He has been quoted in The New York Times, NPR, Forbes, and Fast Company and bylined in Ad Age, The Drum, and Campaign. For his leadership in modern marketing, Mike was named one of Fast Company's Most Creative People in Business.

Mike Proulx

VP, Research Director

Mike leads Forrester's CMO research team focused on the top issues and opportunities facing marketing executives — providing the vision and strategy today’s brands need to deliver on their expression of customer obsession. His team of industry analysts publishes research, delivers thought leadership, and conducts client advisories on cutting-edge topics related to marketing trends, consumer behavior, brand strategy, advertising, creativity, digital transformation, and the agency landscape.

Previous Work Experience

Mike brings to Forrester 25 years of experience developing marketing programs through a lens of “what’s next” in consumer behavior and media. Prior to joining Forrester, Mike served 12 years at Hill Holliday, where he developed and grew the agency’s digital capabilities and talent as its chief digital officer. His industry leadership has spanned strategy, creative, media, production, and tech for iconic brands including BMW Motorcycles, Boar’s Head, Cadillac, CVS Health, Dunkin’, Fireball Whisky, Party City, Planet Fitness, LG Home Appliances, Tempur-Pedic, and T.J. Maxx.

Education

Mike holds an MS in computer information systems from Bentley University and a BS in business administration (with a marketing concentration) from the University of New Hampshire. He also taught advertising as a lecturer at Boston University.

In 2012, Mike wrote and published the best-selling book Social TV. He has been quoted in The New York Times, NPR, Forbes, and Fast Company and bylined in Ad Age, The Drum, and Campaign. For his leadership in modern marketing, Mike was named one of Fast Company's Most Creative People in Business.

Mike Proulx's Research

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  • For CMO Professionals

    REPORT: A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent

    January 14, 2021Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just five years. As the most connected, educated, racially diverse, and liberal generation, Gen Z's behaviors are at odds with traditional marketing practices — and they're least likely to trust brands. Now more than ever, Gen Z expects brands to do the right thing and be truthful. CMOs should read this report to learn how to earn the trust of this crucial generation or risk being ignored by it.

View all of Mike Proulx's Research