Senior-led
You work directly with the founder, from the first call to the final recommendation.
About
Senior strategy, built on evidence.
The Lime Agency is a strategy consultancy for leaders who need a clear answer, not more data. It's founded and led by Marcello Sasso.
Hi, I'm Marcello, the founder.
I've spent 27 years helping companies make decisions with evidence instead of instinct: which market to enter, who to target, what to charge and how to launch. That work has taken me across 25+ countries, from pharma launch teams to consumer brands, fintech and financial services.
I started The Lime Agency to give leaders direct access to that experience, without the layers, timelines or fees of a large firm. When you work with me, you work with me. I combine proven research methods with Lime-Ink™, my multi-agent AI platform, to get to answers in weeks, not quarters.
I work with clients in English and Italian.
Where I go deep, and where I've worked.
Five areas of depth, applied across the industries I know best.
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01
Customer insight
Qualitative and quantitative research that uncovers what drives customer choice, turned into clear decisions.
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02
Pricing & demand
Price elasticity, discrete choice modeling and pricing simulators that show what customers will pay.
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03
Competitive intelligence
Seeing competitor moves and market shifts early enough to act on them.
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04
Go-to-market strategy
Segmentation, positioning and launch plans built on evidence.
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05
AI-powered insight
Creator of Lime-Ink™, a multi-agent AI platform for research and strategy, always paired with human validation.
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06
Industries
CPG, FMCG, food and beverage, travel, leisure, home goods, media, technology, IT, financial services, insurance, automotive, Life Sciences, agriculture, packaging and logistics, and personal care.
Working in English and Italian, worldwide.
From Boca Raton, Florida, I work with clients worldwide, in English and Italian. My research has covered 25+ countries on 5 continents.
Credentials, recognized by the industry.
I've served the global research community and stay active in leading marketing associations.
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ESOMAR
Global Council member (2017 to 2018). Country Representative, Italy (2012 to 2017).
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AMA South Florida
President Elect (2026 to 2027). VP of Programming (2025 to 2026).
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Memberships
ESOMAR, AMA and ICG.
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Education
MBA, Strategies Business School, Italy. BBA, International Business, Helia University of Applied Sciences, Finland.
What working with me is like.
Global coverage: working with clients worldwide, with a vetted network of specialists.
Evidence first
Research, data and AI behind every recommendation, read with senior judgment, so decisions hold up under scrutiny.
Fixed scope
Clear deliverables, timelines and fees agreed before we start. No surprises.
Five kinds of evidence, one clear direction.
Each area of depth brings its own signals. The work is connecting them into one cohesive story, with AI doing the heavy analysis and human judgment deciding what it means.
“I've spent my career helping brands decide with evidence instead of instinct. I started The Lime Agency to bring that rigor to leaders who need a clear strategy, not more data.”
Questions about Marcello and The Lime Agency.
Still deciding? A 30-minute call is usually enough to know whether I can help.
Book a strategy callWho is Marcello Sasso?
Marcello Sasso is the founder and CEO of The Lime Agency, a strategy consultancy in Boca Raton, Florida. He has 27 years in market intelligence and strategy across 25+ countries and 5 continents.
Will I work with Marcello directly?
Yes. You work directly with the founder, from the first call to the final recommendation, with a vetted network of specialists where the work needs one.
What languages do you work in?
English and Italian.
Which associations are you active in?
I served on the ESOMAR Global Council (2017 to 2018) and as ESOMAR Country Representative for Italy (2012 to 2017). I am President Elect of AMA South Florida for 2026 to 2027, and a member of ESOMAR, AMA and ICG.
Where is The Lime Agency based?
In Boca Raton, Florida, working with clients worldwide.
Where to go from here.
Have a decision on the table?
A 30-minute call is usually enough to know whether I can help.
The Lime Brief
Short strategy notes for growth leaders, twice a month.
Book a strategy call
A 30-minute call to see if I can helpA 30-minute Microsoft Teams call with Marcello to talk through the decision you are facing. Pick any open time that suits you.
- 30 minutes
- Microsoft Teams
- No preparation needed