Alex Luff

Commander
DISC Type : D

Co-Founder | Chief Idea Engineer at rewire

London, England, United Kingdom

Overview

Alex Luff is the founder of Rarefied and Co-Founder of rewire, focusing on enhancing marketing and sales teams through AI and agentic automation. A former marketing CEO and graduate of The University of Sheffield, he is described by colleagues as having strong vision, business acumen, and competency in digital strategy.

Outside of technology, Alex is a musician and the founder of Rarefied Records, a label dedicated to electronic, house, and disco music. He also commits his time to social causes as a member of the Board of Trustees for Ditch the Label, a global youth charity.

Unique Fact: He founded his own independent record label that produces music, podcasts, and handles sonic branding for other companies.

Personality Overview

Risk-Taker

Strong-Willed

Decisive

They take a lot of pride in personal achievements.  They prefer to be the ones controlling the conversation or defining the terms. They like to move fast and expect the same from others.

Topics They Care About

AI in Marketing
His current work centers on applying AI and agentic automation to boost the performance and efficiency of marketing and sales teams.
Brand Performance
As the founder of 'The Brand Performance Company, ' he focuses on the intersection of brand, people, and technology to drive commercial growth and returns.
Context Engineering
He recently highlighted that the key skill in applied AI has shifted from prompt engineering to the more nuanced 'context engineering'.

Media Appearances

Alex has no verified media appearances

Work History

6-2025
Co-Founder | Chief Idea Engineer at rewire
11-2024
Member Board of Trustees at Ditch the Label
11-2021 - 3-2024
Founder, Director at Hubflo.co
1-2021
Owner, Founder at Rarefied Records
10-2018 - 12-2020
Director, Global Marketing and Brand at JLL

Education

1997 - 2000
BA Hons from The University of Sheffield
2002 - 2004
HND (triple grade distinction) from Weston College

More Information

Social Presence :

Prographics :

Exp : 18 Location : London, England, United Kingdom Job Level : Leadership Designation : Co-Founder | Chief Idea Engineer at rewire
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Insights For Selling To Alex

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Refer to testimonials from well-known industry leaders
  • Get to the point quickly instead of spending time doing small talk

DONT's

  • Do not back off when challenged, respond with a confident, objective answer instead
  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Don't try too hard to forge relationships with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Alex is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Alex

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Alex move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Alex take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Alex

Personality Compatibility


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