Help, i think my nipples need a doctor

B

For the past few days my nipples hurt so bad when my baby latched and is breastfeeding. Also feels somewhat itchy between feedings. Today i notice cracks where the nipple and areola meet as well as some flaky skin and white spots in the center of my nipples. Maybe nipple thrush? What do you think it is? Should i call my ob? Or a primary care doctor? Or a lactation consultant?