About

Andrew Lauchner

I run owned-channel revenue for consumer brands — lifecycle, email, SMS, and the segmentation and offer calendar underneath them. Close to four years in-house at a $100M+ revenue business, and a portfolio of DTC brands before and since.

Based in Scottsdale, Arizona. I am looking for one in-house seat: VP or Director of Lifecycle & Retention, Head of Growth, or VP Growth, at a consumer brand. Everything I have written is on this site, free, with no form in front of it.

Email me Read the résumé

What I do

Growth breaks in four places. I have owned all four.

Owned channels are where I make money, but I have never been handed only owned channels. This is the shape of the job as I run it.

Acquisition

Performance media, creator programs, and the promotional and partnership work that fills a floor. I have run the accounts myself, not briefed an agency and read a deck.

Lifecycle and retention

Welcome, post-purchase, win-back, VIP, replenishment, the offer calendar, and the segmentation underneath all of it. This is the one I own outright.

Revenue operations

The stack, the data model and the definitions — Klaviyo, Attentive, Shopify, Listrak, and whatever CRM is already committed to. The plumbing nobody wants to own.

The function

I hire it, brief it and run it: design, development, sales, social and operations, against one revenue number rather than four dashboards.

How I work

Every number on this site says how well it can be proven.

Most marketing writing reports the flattering version of a number and leaves out the denominator. This site does the opposite, deliberately. Each figure carries a grade: measured against a holdout when a control group was carved before launch, derived when it is arithmetic on an export I hold and the arithmetic is shown, and company-reported when it is the business’s own number, repeated rather than verified.

It makes the wins smaller on paper and much harder to argue with. It also means the case studies say what was not counted, what the denominator was, and who else touched the result — and where I have never established something, the page says so in those words rather than quietly omitting it.

Attribution tells you what a tool wants credit for. A control group tells you what the program is worth. Most of what I have inherited had no control, and I will tell you which of my own numbers do and do not.

What I have written

Four books and two tools, all free, none of them gated.

About 96,000 words. No email required, no form, nothing behind a wall. Every chapter of every book is also its own page, so you can link to one idea rather than to a whole book.

Book · 28,000 wordsThe Second OrderTurning first-time buyers into second-time buyers: the forty-minute audit, the cohort tables, the build order, and what a second order is actually worth. 29 chapters → Book · 23,000 wordsClose the LoopHow companies got customers to bring the next customer, and how to build that loop rather than hope for it. 32 chapters → Book · 20,000 wordsThe First OfferHow the offer that wins a stranger decides the customer you get, with the research and the math behind it. 32 chapters → Book · 24,000 wordsThe Whole MachineThe fundamentals of DTC growth, from contribution margin and creative through deliverability, flows and cohorts. 32 chapters → Free tool · runs in your browserRetention Leak CalculatorThree numbers you already know, and what your one-and-done customers are worth. Nothing stored, nothing sent, no email gate. Open it → Free tool · runs in your browserThe First EmailWrites the first email of a welcome flow as plain HTML from a person, with twelve checks against the method. Open it →

Notes — working method rather than opinion. Each one states what it is built on before it makes an argument, in the same notation the rest of the site uses for its numbers.
Case studies — six engagements, each stating what was counted, what was not, the denominator, the window, and who else touched it.
All the free tools — everything that runs in the browser, in one place.

The record

Where I have done it.

Close to four years in-house at Gallery Furniture, a $100M+ revenue business in Houston, owning growth and retention. Before and since, a portfolio of DTC brands through my own practice: Magic Spoon, Gobi Heat, Punkcase, Chassis For Men, Power Provisions and Mike’s Mighty Good. Earlier, Retail Ecommerce Ventures — lifecycle across Pier 1, RadioShack, Dressbarn, Stein Mart, Modell’s and Franklin Mint — plus SeedX and UNTUCKit.

The full record, seat by seat and marked by the kind of engagement each one was, is on the résumé and in the ledger on the homepage. Two of the three recommendations on this site are from people who reported to me, which is the kind that is hard to get.

The details

Specifics, so you can tell in ten seconds whether it is a fit.

Looking for: VP or Director of Lifecycle & Retention · Head of Growth · VP Growth · Sr. Director or VP Marketing
Company: A consumer brand — DTC, ecommerce, retail or subscription, roughly $10M to $500M, with Klaviyo or Attentive and Shopify somewhere in the stack.
Where: Scottsdale / Phoenix, remote, or I will relocate for the right seat.
Email: andrew@growthlegend.com
LinkedIn: linkedin.com/in/andrew-lauchner
Practice: Growth Legend, open since October 2024. If I take a full-time seat it goes dormant, and I would rather say that here than have you find it in week three.