The 2030 Commerce Leader is a Cross-Functional Orchestrator

Phillip Jackson interviews Lauren Livak Gilbert, the executive director of the Digital Shelf Institute, about DSI's new report, "Reinventing the Organization for Omnichannel Success." They discuss the future of omnichannel marketing, focusing on how AI will shape creativity, the role of the "positionless marketer," and the importance of human behavioral aspects in marketing. Gilbert emphasizes the need for organizations to shift their mindset from asking "where does e-commerce sit?" to "how are we fundamentally changing how we work to match the way that the consumer shops?" The conversation touches on the evolution of roles like Chief Growth Officer, the significance of data, and the importance of joint business planning with retailers. They also explore the shift from hierarchical organizational structures to more agile, "amoeba-like" models that pivot to solve problems.