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Melissa Parrish

VP, Group Director

As VP and group research director, Melissa leads the research teams that serve business insights professionals, customer experience leaders, and the retail, financial services, and healthcare industries. 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 customer engagement 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 BA in drama and philosophy from Loyola University, New Orleans, an MA in liberal studies from The New School, and an MFA in dramaturgy and script development from Columbia University.

As VP and group research director, Melissa leads the research teams that serve business insights professionals, customer experience leaders, and the retail, financial services, and healthcare industries. 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 customer engagement 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 BA in drama and philosophy from Loyola University, New Orleans, an MA in liberal studies from The New School, and an MFA in dramaturgy and script development from Columbia University.

Melissa Parrish's Most Recent Research

Research

Marketing Through An Experience Lens

Executive Overview: The Experience-Led Marketing Playbook

In marketers' quest to embrace customer-centricity, they've focused too much on what they can do and not enough on what they should do. It's time for marketers...

4 min read
Research

Marketers Versus Customers: Opposing Forces Erupt

Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
January 20th, 2021 | Melissa Parrish

Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create...

15 min read
Research

Marketers' Options Improve As Social Marketing Technologies Converge

July 17th, 2020 | Jessica Liu , Melissa Parrish

B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line...

7 min read
Research

Four Steps To Add Social Media To Your Marketing Strategy

Roadmap: The Social Marketing Playbook
July 2nd, 2020 | Jessica Liu , Melissa Parrish

When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and...

11 min read
Research

You Don't Need A "Social Marketing" Strategy

December 27th, 2019 | Melissa 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...

12 min read