I help organizations and leaders see strategy differently — not as a plan, but as a system of decisions, behaviors, and experiences that drive real growth.
Over the past two decades, I’ve led transformation initiatives for some of the largest membership-based organizations in North America, helping them modernize their models, reimagine value, and build lasting connection with their members.
Today, I share those insights through my consulting firm APEX CX — and through my writing, speaking, and books that bridge the gap between strategy, psychology, and customer experience.
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What People Are Saying
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Martin Chan
“Louis is as a passionate, knowledgeable and insightful thought leader who lives and breathes big data, predictive analytics and marketing automation. What’s makes Louis stand out is that he has a proven track record in consistently delivering pragmatic business solutions that deliver significant brand value."
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Bill Pittges
“Louis has an incredible knack for developing big ideas, creating and selling the vision, and bringing it to life collaboratively with others. He is a highly technically marketer that builds and expands brands by applying data and analytics to create competitive advantages, advancing marketing capabilities beyond the competition. He is a highly articulate, creative and engaging presenter, graphics artist and videographer. I enjoyed working with Louis and collaborated with him regularly to clarify direction and align our teams for client success."
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Carlos Garavito
“Everyone says big data is the holy grail for marketers these days. Except, consumers don’t digest numbers too well. Only through successfully calculated creativity are consumers able to absorb data, strategy, and insights. Louis has been a fantastic partner in the quest to deliver creativity that performs; that delivers ROI. Over the last two years and in partnership with Louis, we were able to achieve world-class solutions to a global brand, levering predictive analytics and insights while driving highly personalized communications. The collaboration has delivered creative marketing solutions, generated lift and significantly increased the client’s ROI. Moreover to that, the program has become the benchmark in the organization and has been adopted for a global rollout."
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Olie Navrotska
“Louis possesses a rare blend of analytical, strategic and business acumen. His calm and caring management style translates not only into productive client relationships, but also into a strong and talented team. Just as Louis is able to carefully assess clients’ needs and deliver on results, he is great at nurturing his team and helping build the necessary skill set to succeed. It was truly a pleasure to work with him."
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Michael Richards
“Louis' strong analytical skills and tireless work ethic has made him a pleasure to work with. His unique mix of business and technical understanding makes him a strong business partner and colleague. I look forward to the opportunity to work with him again in the future.”
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Monique Boutilier
I worked with Louis for several years at Wunderman, and can provide solid testament to his high level of professionalism and strategic thinking. As the Analytics lead across several accounts, Louis worked to ensure our clients were getting 100% solid reporting, campaign management and insights. He proved himself to be a true partner with an ability to quickly understand the intricacies of every data environment and request. Louis attacked new challenges and complexities in a manner that helped break them down to be viewed from every angle—and then worked tirelessly to deliver accurate, actionable solutions. Working with a team member with this level of skill and diligence is invaluable.”
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Michelle Jamieson
“I had the opportunity to work with Louis during my role as the Retail Marketing Strategy Manager at Ford of Canada. Louis' ability to provide critical analytical insight and translate it into concise market relevant opportunities made him an invaluable partner of the Ford 1:1 team. Louis leveraged his industry experience to assist the Ford team broaden its understanding of 1:1 relevance and made recommendations to optimize the 1:1 budget ROI. Louis' enthusiasm, calm demeanor, and willingness to work through challenging, time pressured, projects always made Louis a 1st class colleague to work with.”
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Lisa Fraser
“I had the pleasure of working with Louis during his time at Wunderman and I am consistently impressed with his ability to bring order, clarity and solutions to business problems. He has a talent for building strong relationships and a tenacious drive to help others achieve their personal career objectives. Besides being a joy to work with, Louis is an inspirational leader and would make a great asset in any organization.”
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Chris Butters
“If an account guy and a data guy can get along and understand each other than you know you have a good thing going! Louis is one of the smartest individuals I have had the pleasure of working with. He is not just about the 'data'....he gets marketing, and brings informed opinions to the table. We worked together with a smile and hopefully those around us did too.”
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Tanya Marushkevych
“Deep understanding of analytics combined with business expertise makes Louis a valuable asset to any team. He strives to succeed in any project and to achieve that manages to put right team together. He recognizes the strengths of his team and knows how to get the most out of them, all while challenging them to develop to the next level. He is an excellent strategic thinker and has a terrific ability to deliver value added insight and work. It has been a pleasure to work with Louis and I would not hesitate to recommend him, and I hope our paths cross again.”
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Lisette Gelinas
“Louis is not just a 'data guy'. Along with his knowledge of data and analytics he has the rare ability to relay complicated ideas simply and concisely. He has been a true partner and I have enjoyed working and learning from him.”
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Vito Greto
“Louis was senior member of our team. For both the RCM, and Ford accounts, Louis play an integral role in delivering insights, action plans and innovative thinking to approach both current and potential targets for each client.
Always professional, Louis was and continues to be a pleasure to work with. I would have no hesitation in recommending him as a valued member of any team.”⭐⭐⭐⭐⭐
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Peter Cheung
“Under Louis’ leadership within the Marketing Sciences team, Wunderman was able to provide truly innovative work for our Ford of Canada clients, including their Retail, Commercial and Parts & Service lines of business. His focus on understanding the true value of both offline and online marketing tactics led to robust ROI models and an increasingly analytics-driven culture. From a management perspective, Louis fosters an environment of collaboration that makes everyone on his team feel valuable and valued. I’m grateful to have had the opportunity to work for him and extremely proud of the work we produced.”
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Charles Halasi
“During my time at Wunderman on the Ford of Canada account, Louis provided great leadership that always kept the client and internal team at ease. His collaborative approach empowered the team to come up with integrated and optimal business solutions. It would be a pleasure to work with Louis again in the future.During my time at Wunderman on the Ford of Canada account, Louis provided great leadership that always kept the client and internal team at ease. His collaborative approach empowered the team to come up with integrated and optimal business solutions. It would be a pleasure to work with Louis again in the future.”
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Darryl Prebble
“Louis is the consummate professional. He brings a high level of expertise and diligence to his work, and his communication skills are top notch. He's the guy you want working on your toughest projects. He's a treat to work with, and I would recommend him to anyone for any project. I truly hope that I get the opportunity to work with Louis again someday.”
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David Kim
“Louis has very strong consultative skills and can seamless integrate his mathematical abilities with client business needs to create solid analytic solutions. His appreciation for the value of team work is consistently evident in the way he approaches creating and driving results forward.”
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Clarence Chow
“During our time working together, I have seen Louis continually grow his already vast skill set and undertake more and more responsibilities. He was responsible for a number of accounts spanning very different industries. His consulting skills along with his aptitude for analytics and strategy helped to ensure the success of each account. His collaborative approach and professionalism have always worked well with the extended teams. Even during times of pressure, he has always maintained his cool and focused on the tasks at hand to ensure delivery of great work.”
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Belma Popovic
“It was a great pleasure to work with Louis. With top-notch client skills and blend of strategic, analytical and technical knowledge he was key contributor to the team’s success. He is team-oriented and always takes a collaborative approach to building deep relationships. He was eager to share his expertise and was highly respected and trusted by both clients and colleagues. I would highly recommend Louis.”
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Tarun Patel
“Louis is a great consultant. He has a solid grasp of corporate and business strategy, and was always full of insights. Whether we were working together or on separate projects, Louis was always a team player and willing to help, often volunteering some of the lessons learned on his engagements. I know that Louis will be successful in all of his future endeavors and highly recommend him.”
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Laury Mahy
“Louis is the ultimate professional and is a pleasure to work with. He can be counted on to always be prepared and at the top of his game. Louis has a tremendous drive to do well and always looks for ways to do better. He brings a unique blend of analytical and business skills to the table. As manager of people, he strives to bring the best out in everyone.”
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