About Andrew Luxem

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

That work has taken me through Amazon, Ancestry, Stanley Black & Decker, and Overstock (now Bed Bath & Beyond / Stores.com), where I built and ran retention, lifecycle, and CRM programs for customer bases from a few thousand to tens of millions. The scale changed. The core problem never did: businesses spend a fortune acquiring customers and then lose them through gaps in follow-up, timing, and relevance.

I hold an Executive MBA from the University of Utah's David Eccles School of Business. I was named Braze Marketer of the Month in November 2025. I spoke at Braze Forge 2025 on building lifecycle programs that work without enterprise budgets. I have served as a guest lecturer at Northwestern University's Medill School of Integrated Marketing Communications, teaching graduate students how retention marketing works in practice, not just in textbooks.

Why Some Luck Marketing exists

The systems I built at Amazon and Ancestry are not that complicated. They are disciplined. They follow up fast, segment based on behavior instead of guesses, and measure what matters.

But when I looked at how small businesses operate, I kept seeing the same problem I had spent my career solving at scale: leads come in and nobody follows up in time. Repeat customers get treated like strangers. Revenue leaks out through cracks that nobody has time to find, let alone fix.

The tools to solve this exist and they are affordable. What is missing is someone who has seen the full picture at enterprise scale and can translate it into something a 10-person company can actually run.

That is what Some Luck Marketing does. We take the retention and lifecycle principles behind billions of dollars in revenue at large companies and rebuild them for businesses under $10 million. No bloated tech stack. No 6-month implementation. The systems that matter, wired up and running.

Background