Darkroom team
Lucas DiPietrantonio
Chief Executive Officer
Lucas DiPietrantonio is the CEO of Darkroom, an AI-native growth marketing agency for consumer brands. He has scaled the firm into a global hybrid software-and-services commerce company, leading a team of over 75 people across hubs in New York, Los Angeles, São Paulo, Lisbon, Cairo, and Cape Town. He remains actively involved in client strategy, driving B2C marketing leadership for a personal client list that includes Olipop, Nécessaire, CALPAK, Crate & Barrel, Amazon, and Dwayne Johnson. Alongside his role as Darkroom CEO, he is the Managing Partner of Darkmatter and the co-owner of Tejesta (exited).
Darkmatter, Forbes 30 Under 30
Industry recognition
Forbes 30 Under 30
Marketing & Advertising, North America (2024)
Inc. 5000 #358
Fastest-growing private companies in America (2023)
Top 1% agency
Varos performance marketing agencies (2023)
Built on deep commerce marketing expertise
Scaling consumer brands
Lucas builds strategies that unlock revenue growth and protect profitability for fast-growing commerce brands, raising marketing efficiency by 25% and cutting marketing costs by 30% on average.
AI-native marketing systems
At Darkroom, Lucas pairs global human talent with agentic AI. Using proprietary research and software tools, he builds full-funnel ecosystems optimized for speed and incrementality in the AI era.
Revenue growth frameworks
He builds the financial models behind consumer growth. With the Revenue Growth Framework and the Darkroom Flight Plan, he breaks growth into core drivers, manages P&Ls and sets ambitious KPIs.
Angel investing & advising
Beyond agency work, Lucas is an active angel investor. He advises e-commerce and ad-tech platforms like Triple Whale, Varos and Canal, plus consumer product brands like Tarform and Sauz.
Commerce, retail & B2C
Lucas oversees integrated growth across direct-to-consumer, marketplace expansion and retail media. His DTC growth expertise spans a diverse portfolio including Crate & Barrel, VYBES and Joybird.
Building senior teams
He built Darkroom on top-heavy leadership. Lucas staffs every client account with senior practitioners who have already scaled commerce programs past $1B in revenue for consumer brands.
Brands Lucas has worked with
- Olipopcpg food & bevseries b
- Nécessairehealth & beautyseries b
- VYBEScpg food & bevseries a
- VERB Energycpg food & bevseries a
- Everytablecpg food & bevseries b
- Maajiapparelacquisition
- Jessica Simpson Styleapparelacquisition
- ZOA Energycpg food & bevprivate equity
- Joybirdhomeacquisition
- Knightscopesecurityipo
- CALPAKtravelprivate equity
- Crate & Barrelfurnitureipo
“I lead a powerful team that is shaping the future
of B2C marketing.”
Education
University of North Carolina
UNC Kenan-Flagler Business School (Undergraduate)
Copenhagen Business School
University of Hong Kong
London School of Economics
Frequently asked questions
Lucas DiPietrantonio is the Chief Executive Officer of Darkroom. He leads the strategic direction of the AI-native growth marketing agency, overseeing a team of over 75 professionals across six global hubs. Alongside scaling the agency’s hybrid software-and-services model, he remains actively involved in client strategy and growth initiatives.
Yes. Despite serving as CEO, Lucas stays hands-on with client growth. He maintains a personal client list featuring major B2C brands such as Olipop, Nécessaire, CALPAK, Crate & Barrel, and Amazon. He focuses on developing high-impact digital strategies that increase marketing efficiency and prioritize profitability.
Through Darkroom Ventures, Lucas angel invests in and advises high-growth technology startups. His portfolio includes e-commerce and ad-tech platforms like Triple Whale, Varos, and Canal, as well as consumer product brands such as Tarform and Sauz.
Darkroom focuses exclusively on commerce and the consumer ecosystem. The agency believes in omnichannel performance marketing, integrating elite human expertise with applied AI technology. By managing full-funnel ecosystems and prioritizing contribution margin over vanity metrics, they drive trackable revenue for brands.
Lucas is based in New York, NY, which is also home to one of Darkroom’s primary global hubs. The agency operates additional offices in Los Angeles, São Paulo, Lisbon, Cairo, and Cape Town.
You can reach Lucas by emailing lucas@darkroomagency.com. He is also active on LinkedIn, where he shares insights on B2C marketing leadership and DTC growth, and can be found on Twitter/X at @darkroomlucas and Instagram at @lucasjames.
