John Wagner joined The Boston Consulting Group in 2008. He is a core member of the firm's Technology, Media, & Telecommunications practice and leads BCG's Marketing, Sales & Pricing practice in the Southeast Asia. John has extensive experience in the telecommunications sectors of developing Asian markets. He has deep functional expertise across industries in marketing and sales topics, with a focus on driving growth and strengthening operational performance through advanced analytics.

His recent telecommunications projects include developing a big data cross/up-sell go-to-market approach, a undertaking a broadband and online TV business transformation, and building advanced analytics ROMI (return on marketing investment) capabilities within a client.

Before joining the firm, John spent five years with the Monitor Group, where he was based in Singapore and worked with clients in Southeast Asia, India, the Middle East, and Australia. He also spent two years with Citibank in Thailand during the Asian economic crisis, at which time he helped evaluate opportunities within the SME sector. He also spent a year working in the nonprofit sector with Population Services International and PLAN International.

John has lived in Southeast Asia for 20 years and is fluent in both Thai and English.


  • Leads BCG's Marketing, Sales & Pricing practice in Southeast Asia
  • Telecommunications
  • Analytics driven marketing
  • Customer lifecycle management
  • Digital strategy
  • Broadband and online TV strategy
  • B2B channel strategy and sales growth
  • Brand portfolio strategy
  • Segmentation-led growth


  • MBA, honors, Thunderbird School of Global Management
  • BA, Ohio State University
  • Southeast Asian Studies Summer Institute (SEASSI) program, University of Wisconsin, Madison
  • College Year in Thailand (CYIT) program, Chiang Mai University
Deep Expertise, Broad Experience