Bradley James Parscale
January 3, 1976
Topeka, Kansas, U.S.
|Education||University of Texas at San Antonio|
Trinity University (BS)
Brad Parscale[needs IPA] (born January 3, 1976) is an American digital consultant and political aide who served as the digital media director for Donald Trump's 2016 presidential campaign. He now serves as the campaign manager for Trump's 2020 reelection campaign. Parscale began working for the Trump Organization in 2011, developing and designing websites and creating and managing digital media strategies. In early 2015, Trump hired Parscale and his firm, Giles-Parscale, to create a website for his exploratory campaign.
When Trump declared himself a Republican candidate in 2015, one of the first people he called was Parscale, asking him to update his exploratory campaign site into a "full-fledged presidential campaign website." Throughout the Republican primary, Parscale was responsible for the Donald J. Trump for President website, as well as for digital media strategy and online fundraising campaigns. In June 2016, Parscale was officially named digital media director for the Donald J. Trump for President campaign, overseeing all aspects of digital media and online fundraising, as well as traditional media strategy, like radio and television placements.
In January 2017, Parscale, along with another senior Trump aide, Nick Ayers, launched America First Policies, a non-profit organization that promotes President Trump's agenda and White House initiatives. 
Early life and education
Parscale was born in Topeka, Kansas. His father, Dwight Parscale, was an assistant to the attorney general and ran for Congress as a Democrat in 1974 at the age of 28. Dwight Parscale owned a restaurant and later became the CEO of NewTek, a company that creates live and post-production video hardware and tools, as well as visual imaging software for personal computers. His mother, Rita Parscale, was a small business owner.
Parscale, who is 6'8", played basketball in high school, then attended the University of Texas at San Antonio on an athletic scholarship. An injury sidelined his sports career early. He later attended Trinity University in San Antonio where he earned a degree in finance, international business and economics in 1999.
Parscale moved to California for a few years following graduation from college. In 2004, he returned to San Antonio and started his digital marketing business with an initial investment of $500. In 2011, Parscale joined designer Jill Giles to create the company Giles-Parscale, which specialized in high-end design, branding, and digital media work. The company has since been acquired by CloudCommerce. CloudCommerce operates Parscale Digital and Giles Design as separate entities, for which Parscale remains on the board of directors. He also co-founded SATechBloc, an organization focused on supporting San Antonio's technology sector.
2016 Donald Trump presidential campaign
In 2011, Giles-Parscale was brought into the Trump Organization, with Parscale being considered a "digital guru", to provide website design and development—and digital media strategy—for Trump International Realty. Parscale continued his business relationship with the Trump Organization, providing digital media services to Trump Winery and the Eric Trump Foundation. In early 2015, Giles-Parscale was hired to create a website for President Donald Trump's exploratory campaign, charging $1,500 for the site. Through the entire election cycle, Giles-Parscale was paid $94 million by the Trump campaign. In 2016 Parscale was named the campaign's digital director.
Parscale used social media advertisements with an experiment based strategy of different face expressions, font colors and slogans like "Basket of Deplorables." Parscale's specific roles included heading the oversight of the digital advertising, TV advertising, small dollar fundraising, direct mail, political and advertising budget, and was also the RNC liaison working daily with Katie Walsh who was then the Republican National Committee's chief of staff. He was also the head of the data science and research, which included polling. Parscale claims that after realizing Virginia and Ohio were unable to be swayed, he decided to re-allocate the campaign resources to Michigan and Wisconsin. This shift included the decision to send Trump to Michigan and Wisconsin and focus efforts heavily on the two states. This decision was instrumental in winning the election as Trump won both the historically democratic states.
Parscale used employees from Facebook, Twitter, Google, and other platforms heavily for the campaign advertisements and embedded them on his staff to navigate the Facebook, Twitter, and Google platforms so that his staff would utilize all of these platform's capabilities. He denied having any assistance linked to Russia. Parscale did not have data scientists or any digital team during the Republican Primary and did much of the social media advertising from his home.
Parscale was able to utilize Facebook advertising to directly target individual voters in swing states. Parscale later said that he was able to target specific universes (audiences) who cared about infrastructure and promoted Trump and his message to build back up the crumbling American infrastructure. Although he hired Cambridge Analytica to assist with microtargeting and Cambridge Analytica stated that it was the key to Trump's victory, Parscale denied that he gained assistance from the firm because he thinks that Cambridge Analytica's use of psychographics doesn't work. Parscale also said, "I understood early that Facebook was how Donald Trump was going to win. Twitter is how he talked to the people. Facebook was going to be how he won."
The Trump campaign initially had solely Donald Trump's personal funding to back his campaign. Parscale set up a major grassroots campaign on Facebook that brought in funding quickly from across the U.S. Parscale attributed the success of his vast social media presence to using the assistance offered by companies such as Facebook, Twitter, Snapchat and Google. He said that because the Trump campaign intended to spend $100 million on social media, companies in that area were prepared to assist the campaign in using that money effectively. The Washington Post later wrote that, in light of Trump's narrow electoral margin, Parscale could "justifiably take credit" for his victory.
The database of voter information that drove Parscale's social media advertising campaigns in the 2016 election was dubbed "Project Alamo", a name which eventually encompassed all of the associated fundraising and political advertising efforts.
2020 Donald Trump presidential campaign
On February 27, 2018, President Trump named Parscale his 2020 re-election campaign manager.
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