Marcello Sasso

CORE COMPETENCIES

Strategic Market Intelligence & Insights Generation • Customer Experience (CX) Optimization & Journey Mapping • AI-Powered Research Innovation & Advanced Analytics • Brand Strategy, Positioning & Equity Measurement • Multi-Country Research Program Management • Cross-Functional Team Leadership & Mentorship • Mixed-Methods Research Design & Execution • Social Media & Digital Intelligence Integration • Stakeholder Management & Executive Communication • New Product Development & Concept Testing

PROFESSIONAL EXPERIENCE

Founder & CEO

The Lime Agency, LLC – Boca Raton, FL | January 2025 – Present

• Founded boutique market intelligence and strategy consulting firm specializing in AI-powered research methodologies that integrate multiple data sources to optimize product strategies, brand positioning, and marketing communications
• Developed proprietary AI-enhanced research frameworks combining traditional methodologies with machine learning algorithms trained on historical consumer data, delivering novel insights 40% faster than conventional approaches
• Built comprehensive service portfolio spanning qualitative research, quantitative analysis, social media intelligence, competitive assessment, and predictive consumer behavior modeling
• Established strategic partnerships with international agencies and research organizations across several countries to deliver global market intelligence solutions
• Created innovative persona development systems and narrative pattern recognition services that identify unconscious consumer behaviors and emerging market opportunities
• Designed end-to-end research programs for foodservice, beverage, automotive, and financial services clients, translating complex consumer insights into actionable business strategies

Senior Research Director – Life Sciences

Shapiro+Raj – Hybrid | August 2024 – December 2024

• Pioneered AI-enhanced market research methodologies for pharmaceutical clients, reducing research timelines by 30% while improving insight quality and strategic relevance
• Led market shaping and brand positioning initiatives for early-stage pipeline products, conducting needs-based research that informed multi-million dollar development strategies
• Designed and executed strategic intelligence programs integrating physician surveys, patient journey mapping, and competitive landscape analysis to identify unmet market needs
• Collaborated with cross-functional teams (medical affairs, commercial strategy, product development) to translate research findings into actionable go-to-market strategies

Senior Director – Integrated Intelligence

Real Chemistry – San Francisco, CA | February 2023 – July 2024

• Innovated social media intelligence methodologies by integrating traditional market research with AI-based analytical frameworks, delivering strategic marketing consulting for top-tier healthcare brands
• Led and mentored high-performing team of 25 analysts and marketers, developing capabilities in mixed-methods research, advanced analytics, and strategic insights generation
• Managed multi-million-dollar client portfolio across pharmaceutical, biotech, and medical education sectors, achieving 95%+ client retention through delivery of high-impact strategic recommendations
• Drove customer experience optimization initiatives that identified pain points across patient and HCP journeys, informing communication strategies that improved engagement metrics by 25%
• Established integrated intelligence frameworks combining social listening, survey research, competitive analysis, and predictive analytics to deliver comprehensive market understanding
• Presented strategic insights to senior executives and marketing leadership, translating complex data into compelling narratives that drove business decisions

Principal Research Director

Penn Schoen Berland (PSB Insights, WPP Group) – New York, NY | March 2022 – October 2022

• Designed and executed needs-based/Jobs-to-be-Done UX research programs for Fortune 500 technology clients, uncovering unmet needs that informed product development initiatives
• Led advanced analytics teams in mapping digital customer journeys across creator economy and Gen Z consumer segments, identifying key friction points and optimization opportunities
• Developed competitive intelligence frameworks that assessed market positioning gaps, enabling clients to capture white space opportunities
• Collaborated with product management, UX design, and marketing teams to transform research insights into actionable product roadmaps and go-to-market strategies

Vice President, Research & Strategy

Aimpoint Research – Columbus, OH | September 2014 – February 2022

• Repositioned firm toward strategic consultancy by integrating rational, functional, and emotional dimensions of customer experience with comprehensive intelligence frameworks, increasing average project value by 60%
• Directed organizational strategy and international expansion, growing revenue and establishing European operations (Milan office) serving 15+ multinational clients
• Led cross-functional teams of 25+ researchers, implementing standardized methodologies and quality assurance protocols that improved delivery efficiency by 35%
• Developed innovative mixed-methods research programs combining ethnography, in-depth interviews, online communities, quantitative surveys, and social media analytics
• Managed enterprise client relationships across CPG, automotive, healthcare, and financial services, agriculture, serving as strategic advisor on brand positioning, product innovation, and market entry strategies
• Pioneered customer journey mapping and experience optimization frameworks that identified pain points and opportunity areas, driving client revenue growth averaging 20% annually
• Built thought leadership platform through conference presentations, published articles, and client workshops, positioning firm as innovator in integrated intelligence methodologies

Founder & CEO

Cielo Research – Milan, Italy | January 2001 – August 2014

• Built full-service strategic insights consultancy from ground up, growing to 25+ person team serving 50+ clients across Europe and North America
• Provided strategic intelligence across branding, new product development, concept testing, scenario planning, and organizational change management
• Established reputation for integrating multiple intelligence sources (consumer research, competitive analysis, market trends, cultural insights) to inform strategic decision-making
• Managed complex international research programs across 20+ countries, navigating cultural nuances and regulatory requirements to deliver actionable global insights
   

LEADERSHIP & PROFESSIONAL DEVELOPMENT

Vice President of Programming

American Marketing Association (AMA) South Florida Chapter | April 2025 – Present

• Design and facilitate educational programming for 200+ marketing professionals, curating thought leadership content from industry experts and senior practitioners
• Develop strategic partnerships with academic institutions (Florida Atlantic University, Palm Beach Atlantic University, University of Miami) to advance marketing education
• Orchestrate monthly professional development events featuring senior executives from major brands (Grant Cardone Enterprises, Meta, regional Fortune 500 companies)

Council Member & Country Representative

ESOMAR (World Association for Market, Social & Opinion Research) | 2011 – 2018

• Served on global governing council (2017-2018, Amsterdam), contributing to strategic repositioning of international research community and development of industry standards impacting 45,000+ combined members (corporate + individuals)
• Led Italian chapter as Country Representative (2011-2016), organizing educational events and expanding professional development opportunities across European research community
• Participated in End-Clients Focus and US Business Development workgroups, driving thought leadership initiatives and expanding association influence in North American market

EDUCATION & CREDENTIALS

Master of Business Administration (MBA)

Strategies Business School, Italy (ASFOR and ICEP Accredited)

Bachelor of Business Administration, International Business

Helia University of Applied Sciences, Finland