Donald Trump will shortly announce he will be running for re-election in 2020 and name Brad Parscale – the so-called "digital guru" – as his campaign manager.
While largely unknown, Mr Parscale is thought to be one of the driving forces behind Mr Trump’s 2016 presidential bid and has been praised for his novel approach to online advertising.
He has now been tasked with running Mr Trump’s re-election campaign, according to the website Drudge Report.
Mr Parscale has known and worked for the Trump family since 2011 when he was approached about working on a web project for one of the Trump Organisation’s luxury property businesses.
Since then, he has designed web pages for Eric Trump’s foundation, Melania Trump’s skincare line and Ivanka Trump’s fashion brand.
He is still relatively new to the world of politics but was credited with playing a significant role in Mr Trump’s successful 2016 White House bid as the campaign’s digital media director.
Following the campaign’s success, he was described as the Trump team’s "secret weapon" for his skilled use of Facebook, Twitter and Google with an online strategy that caught the attention of Mr Trump’s core voters.
“Most of the major vendors – like Twitter, Google, Facebook – didn’t know I existed,” Mr Parscale said at a Google event last year, recalling his campaign team’s humble origins.
“I got random phone calls in the night, ‘Hey are you the guy doing the digital stuff for Trump?’ … I didn’t have any data scientists. I didn’t have the great people I had later in the campaign.
"I had to do, pretty much, home-based marketing efforts to try to maximize our effort across social media platforms.”
Mr Parscale’s favourite adverts from the campaign include a 30-second Facebook video of Mr Trump speaking straight into the camera which has been viewed more than a million times and an animated video portraying Democratic candidate Hillary Clinton as a “Wall Street puppet”.
With his full beard and college basketball background, the 42-year-old Mr Parscale prides himself on standing out from Washington’s typical political campaigners.
Like many of Mr Trump’s supporters, he said he feels misunderstood and underappreciated by the political establishment.
He has also complained about being labeled a racist, which he believes is partly down to being judged by his hairstyle and long beard.
Mr Parscale has been based in San Antonio, the city in south-central Texas, for a number of years and based his Trump campaign work in the city.
One article by BuzzFeed descried Mr Parscale as “the most influential Trump campaign adviser whose name you’ve never heard”.
The campaigner is fiercely loyal to the Trump family and has used his rare media appearances to jump to their aid. Mr Trump’s daughter-in-law Lara now works for Mr Parscale’s marketing company, Giles-Parscale.
The company has already been paid $1.5m by the president’s re-election campaign, according to BuzzFeed.
Discussing his influence on the 2016 campaign, Mr Parscale told the site last year: “Maybe my job made 0.1 per cent of difference, but Donald Trump did 99.9 per cent of the work, and anyone who tells you different doesn’t know Donald Trump."
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