Lou is a Digital Commerce executive with a broad perspective rooted in consumer centricity. Lou has owned and operates several businesses in the candy/chocolate/specialty food space and is currently leading Digital Commerce for PIM Brands.
The lines around “who does the work” have officially blurred. Agencies aren’t the only answer anymore—some sell-side partners can replace them outright, while in-house teams, influencers, consulting firms, and even AI are becoming central players in the mix. The real challenge isn’t choosing one model, it’s designing a dynamic marketing organization that can plug in the smartest talent—wherever it sits—to solve the business’s biggest problems. Step one is freeing your mind to recognize great talent no matter its source; step two is building the flexibility to integrate it, whether that means working with a traditional agency, a large tech platform, or a creator with unconventional scale. The brands that embrace this structural flexibility will be the ones with the best minds working on their toughest challenges.