Brad Parscale

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Brad Parscale
Brad Parscale by Gage Skidmore 2.jpg
Parscale in 2018
Bradley James Parscale

(1976-01-03) January 3, 1976 (age 44)
Topeka, Kansas, U.S.
EducationUniversity of Texas at San Antonio
Trinity University (BS)
Political partyRepublican
Spouse(s)Candice Parscale (m. 2012)

Brad Parscale (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."[1] 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.[2]

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. [3]

Early life and education[edit]

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.[4]

Parscale attended Shawnee Heights High School in Tecumseh, Kansas and moved to Texas before his family to attend college.[5]

Parscale, who is 6 ft 8 in (203 cm),[6] played basketball in high school, then attended the University of Texas at San Antonio on an athletic scholarship.[7] An injury sidelined his sports career early.[8] He later attended Trinity University in San Antonio where he earned a degree in finance, international business and economics in 1999.[9]


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.[10][11] 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.[12] CloudCommerce operates Parscale Digital and Giles Design as separate entities, for which Parscale remains on the board of directors.[13] He also co-founded SATechBloc, an organization focused on supporting San Antonio's technology sector.[10]

2016 Donald Trump presidential campaign[edit]

In 2011, Giles-Parscale was brought into the Trump Organization, with Parscale being considered by the organization to be a "digital guru",[14] to provide website design and development—and digital media strategy—for Trump International Realty.[1][15] Parscale continued his business relationship with the Trump Organization, providing digital media services to Trump Winery and the Eric Trump Foundation.[16] In early 2015, Giles-Parscale was hired to create a website for President Donald Trump's exploratory campaign, charging $1,500 for the site.[17] Through the entire election cycle, Giles-Parscale was paid $94 million by the Trump campaign.[18] In 2016 Parscale was named the campaign's digital director.[14]

Parscale used social media advertisements with an experiment based strategy of different face expressions, font colors and slogans like "Basket of Deplorables."[19] 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.[20][21] He denied having any assistance linked to Russia.[20][21] 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.[22]

Parscale was able to utilize Facebook advertising to directly target individual voters in swing states.[22] 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.[21] 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."[20]

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.[23] 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.[23] The Washington Post later wrote that, in light of Trump's narrow electoral margin, Parscale could "justifiably take credit" for his victory.[24]

Parscale speaking at an event (the Turning Point USA Student Action Summit) in December 2018

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.[25]

2020 Donald Trump presidential campaign[edit]

On February 27, 2018, President Trump named Parscale his 2020 re-election campaign manager.[26]

On March 2, 2018 Parscale founded "firewall company" Red State Data and Digital to allow working with the America First super PAC during the midterm elections which Parscale claims does not violate election rules that prohibit coordination between a campaign and a super PAC. Red State received more than $900,000 in business from America First Action.[27][28]

On August 30, 2019, CNN reported that a pro Trump super PAC paid thousands to a company owned by Parscale's wife. [29]

See also[edit]


  1. ^ a b Thomas, Mike W. (June 25, 2015). "You're hired! Local firm tapped to build Donald Trump for President website". San Antonio Business Journal. Retrieved February 27, 2017.
  2. ^ Bykowicz, Julie (October 6, 2016). "A fan of the cyber: Donald Trump is just now pouring lots of money into digital data". Salon. Retrieved February 27, 2017.
  3. ^ Gold, Matea (January 30, 2017). "Trump allies launch nonprofit to support the administration's agenda". Washington Post. Retrieved February 27, 2017.
  4. ^ Kranish, Michael (November 9, 2018). "How Brad Parscale, once a 'nobody in San Antonio,' shaped Trump's combative politics and rose to his inner circle". Washington Post. Retrieved May 30, 2019.
  5. ^ Ranker, Luke. "Trump names Topeka native Brad Parscale as 2020 campaign manager". The Topeka Capital-Journal. Retrieved May 31, 2019.
  6. ^ Maggie Haberman (October 28, 2018). "Selling Donald Trump: A First-Time Campaign Manager Tries to Defy the DoubtersSelling Donald Trump: A First-Time Campaign Manager Tries to Defy the Doubters". The New York Times. Retrieved October 28, 2018.
  7. ^ "Three Reasons Trump Chose Brad Parscale to Run His 2020 Campaign". February 27, 2018. Retrieved February 28, 2018.
  8. ^ Schallhorn, Kaitlyn (February 27, 2018). "Who is Brad Parscale, Trump's 2020 campaign manager?". Fox News. Retrieved February 27, 2018.
  9. ^ Svitek, Patrick (August 25, 2016). "Meet the San Antonio Tech Guru Who's Leading Trump's Digital Charge". The Texas Tribune. Retrieved February 27, 2017.
  10. ^ a b Lorek, Laura (May 20, 2015). "A Technology Revolution is Brewing in San Antonio". Silicon Hills News. Retrieved February 27, 2017.
  11. ^ "Trump Digital Director Brad Parscale Explains Data That Led To Victory on 'Kelly File'". Real Clear Politics. November 16, 2016. Retrieved February 27, 2017.
  12. ^ Horwitz, Jeff (February 27, 2018). "Trump campaign chief lends name to penny stock tied to felon". The Associated Press. Retrieved November 5, 2018.
  13. ^ Biediger, Shari (June 14, 2018). "Giles Sheds Parscale Name in Relaunch of Design, Branding Firm". The Rivard Report. Institute for Nonprofit News. Retrieved November 5, 2018.
  14. ^ a b "Trump unveils re-election campaign chief". BBC News. February 27, 2018. Retrieved February 28, 2018.
  15. ^ Schwartz, Ian (November 16, 2016). "Trump Digital Director Brad Parscale Explains Data That Led To Victory on 'Kelly File'". Real Clear Politics.
  16. ^ Lapowsky, Issie (August 19, 2016). "The Man Behind Trump's Bid to Finally Take Digital Seriously". Wired. Retrieved February 27, 2017.
  17. ^ Green, Joshua; Issenberg, Sasha (October 27, 2016). "Why the Trump Machine Is Built to Last Beyond the Election". Bloomberg Businessweek. Retrieved February 27, 2017.
  18. ^ Matea Gold and Anu Narayanswamy (January 31, 2017). "Trump already has socked away more than $7 million for his 2020 reelection". The Washington Post. Retrieved April 9, 2017.
  19. ^ Pramuk, Jacob (October 9, 2017). "Trump's digital director explains how he used Facebook to help win the White House". CNBC. Retrieved November 4, 2017.
  20. ^ a b c Secret Weapon, retrieved March 12, 2018
  21. ^ a b c Stahl, Lesley (October 8, 2017). "Facebook "embeds," Russia and the Trump campaign's secret weapon". CBS News. Retrieved June 12, 2018.
  22. ^ a b "Parscale: TV news "thought I was a joke"". Retrieved November 4, 2017.
  23. ^ a b Ellyatt, Holly (November 9, 2017). "How I helped get Trump elected: The president's digital guru". Yahoo Finance. Retrieved November 13, 2017.
  24. ^ Bump, Philip (October 9, 2017). "Analysis | '60 Minutes' profiles the genius who won Trump's campaign: Facebook". Washington Post. ISSN 0190-8286. Retrieved February 27, 2018.
  25. ^ Meyer, Josh. "Democrats fume over Parscale's limited answers on Russian digital meddling". Politico. Retrieved May 30, 2019.
  26. ^ Bash, Dana (February 27, 2018). "Trump taps Brad Parscale to run his 2020 re-election campaign". Retrieved February 27, 2018.
  27. ^ Vicky Ward (August 30, 2019). "Pro-Trump super PAC paid thousands to firm owned by Trump's campaign manager". CNN. Retrieved September 9, 2019.
  28. ^ Katherine Faulders, Matthew Mosk and Soo Rin Kim (August 30, 2019). "Firm tied to top Trump campaign aide Brad Parscale has side deal with pro-Trump super PAC". Retrieved September 9, 2019.CS1 maint: uses authors parameter (link)
  29. ^

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