Scaling Beyond DTC: How To Build an Omnichannel Brand With Narrative Marketing

Louis Monoyudis is the Global Chief Marketing Officer at Bokksu, a company delivering authentic Japanese snacks and home goods worldwide. He is also a judge at Effie Worldwide, where he evaluates top-performing marketing campaigns for the Commerce and Shopper Effie Awards. As a brand strategist, designer, and DTC e-commerce executive, Louis has worked for brands like Sprite, Morgan Stanley, Calvin Klein, Tommy Hilfiger, and LĒVO.

Here’s a glimpse of what you’ll learn:

• [0:00] Intro
• [0:43] Louis Monoyudis shares how studying folklore and mythology laid the foundation for his marketing career
• [2:47] Inside Bokksu’s brand portfolio and how the company operates like an internal creative agency
• [4:52] The importance of omnichannel strategies to meet customers where they are
• [7:26] Why DTC-only brands struggle to scale and how they can adapt to reach broader audiences
• [12:14] How to leverage marketing efficiency ratio (MER) to evaluate overall marketing performance
• [15:57] Nurturing relationships and communication between CMOs and CFOs
• [20:13] Bokksu’s approach to using ChatGPT to generate ad scripts and test creative concepts

In this episode…

Many DTC-only brands start strong by building a loyal early customer base but eventually hit a wall when trying to scale. High customer acquisition costs and limited exposure outside a single channel restrict long-term growth. How can these brands evolve beyond the limitations of DTC to compete with omnichannel brands?

According to luxury brand marketer and omnichannel growth specialist Louis Monoyudis, native DTC brands can expand into wholesale, retail, and marketplace channels through authentic storytelling and narrative. Growth arises from meeting customers where they already shop — whether it’s Amazon, TikTok Shop, or physical retailers — and brands must adapt their messaging, pricing, and logistics accordingly. Louis emphasizes the importance of aligning marketing with operations and using performance data, surveys, and AI-generated creative campaign testing to guide expansion with less risk.

Join Samir Balwani in today’s Chief Advertiser episode as he welcomes Louis Monoyudis, the Global Chief Marketing Officer at Bokksu, to discuss expanding into omnichannel retail. Louis explains how to structure performance metrics like MER, how to facilitate communication between CFOs and CMOs, and how to leverage AI effectively.

Resources mentioned in this episode:
• Louis Monoyudis on LinkedIn -   / louismonoyudis  
• Bokksu - https://www.bokksu.com