Brand marketing is a powerful financial lever, but in an AI-saturated market, the return comes from investing in the five practices that move influence, trust, and choice.
Education
- MBA in 2016 at INSEAD in Singapore
- MSc, Risk management and financial engineering, Imperial College London
- BSc, Statistics and economics, Sapienza Università di Roma
Leonardo Fascione is a leader in the firm's Marketing, Sales & Pricing practice. He leads efforts focusing on AI-powered marketing transformations and has been at the forefront of digital marketing since BCG launched its Digital Marketing Accelerator.
His expertise spans digital growth, precision branding, short- and long-term marketing measurement, creative optimization, marketing organization design, and AI-powered marketing transformation. He helps global B2B and B2C companies become more agile, performance-driven, AI-powered, and social-first while strengthening brand health and connecting marketing investment to commercial outcomes.
Leonardo spearheads BCG's research on the long-term impact of brand marketing and the fast-moving brand metrics that anchor it, including the firm's FFR (First-Fast Response) mindshare metric. He has helped many of the world's top 50 advertisers professionalize their marketing functions by optimizing working dollars, embedding agile ways of working, redesigning team structures across in-house, agency-led, and hybrid operating models, accelerating creative optimization and time to market, and embedding AI tools that compound over time.
