About Andrew Luxem

I have spent the last 20 years figuring out why customers leave and what it takes to keep them.

That has taken me through Amazon, Ancestry, Stanley Black & Decker, and Overstock (now operating as Bed Bath & Beyond), building and running retention, lifecycle, and CRM programs for customer bases from a few thousand to 100 million-plus. As senior marketing manager over Amazon's outbound channels, I ran the lifecycle campaigns behind Prime Day, Black Friday, and Cyber Monday.

I hold an Executive MBA from the University of Utah's David Eccles School of Business, and in November 2025 Braze named me Marketer of the Month. I spoke at Braze Forge 2025 on CRM experimentation, AI, and scalable personalization, and I have guest lectured at Northwestern's Medill School of Integrated Marketing Communications, teaching graduate students how retention marketing actually works, not just how the textbooks describe it.

Why I Focus on Migrations.

Platform moves are where lifecycle programs lose what they earn. Journey logic and sending reputation built in the old system do not carry over by themselves. That is why I specialize in migrations.

I move live programs onto Braze from Listrak, Klaviyo, Salesforce Marketing Cloud or Mailchimp. I also offer fractional lifecycle leadership for teams between hires, a fixed fee lifecycle and deliverability audit, and white label delivery capacity for Braze partners and agencies.

At Stanley Black & Decker, I helped migrate from Salesforce Marketing Cloud to Treasure Data CDP, a move that contributed to $1.8 million in annual platform savings. At Bed Bath & Beyond, I lifted retention and reactivation 15%. Segmentation, trigger logic, and suppression were part of that work, and a migration has to keep all three working.

Background.