Laundryheap is an award-winning, industry-leading startup transforming the laundry and dry cleaning industry. With services across 14+ global markets and expanding rapidly across Europe, Asia, and North America, we pride ourselves on delivering clean clothes within 24 hours, making us one of the fastest services in the business.

The Role

You'll lead Laundryheap's lifecycle messaging programme - owning the strategy that turns first-time customers into regulars, and regulars into subscribers.

This isn't a campaign execution role. It's a leadership role with a hands-on edge, sitting at the intersection of CRM, product and data. You'll build the programme from the ground up - the strategy, the architecture, the channel mix, the testing rhythm - and you'll manage a direct report to help deliver it. You'll be accountable for repeat order rates and customer LTV across every cohort stage, and for setting the standard your team executes against.

You'll directly manage a Customer Lifecycle Manager, who owns day-to-day sequence execution and optimisation across email, push, SMS and WhatsApp.

What You'll Own

The full retention loop:

• Post-order habit sequences (1st → 2nd → 3rd+ orders)
• Win-back and lapsed customer flows
• Subscription upsell tracks
• Behavioural nudges and lifecycle triggers
• Suppression logic and CRM segmentation architecture
• Channel mix across email, push notifications, SMS and WhatsApp - knowing when to use each and how they work together

The metrics that matter:

• Repeat order rate: 1st → 2nd, 2nd → 3rd, 3rd → 4th+
• LTV and Time to reorder by cohort
• Lapsed customer recovery rate
• Unsubscribe and spam rates (as guardrails)

Who You Are

Must-haves:

• 5+ years in B2C lifecycle, retention or CRM marketing - ideally in a consumer app or marketplace
• Hands-on experience building automated sequences in a behavioural CRM (Customer.io, Braze, Klaviyo or similar)
• Proven experience running CRM experiments - A/B tests on sequences, timing, copy, and segmentation - and translating results into programme decisions
• Experience running lifecycle programmes across more than one channel - email and push plus at least one of SMS or WhatsApp
• Comfortable writing your own briefs and copy
• Can read cohort data in a spreadsheet or BI tool and turn it into a testing hypothesis
• Understands suppression logic, exit conditions, and sequence architecture - not just campaign sends

What You Won't Be Doing

• Waiting for a brief. This role writes them
• Being handed a finished strategy - you'll shape it, pressure-test it, and own what gets built
• Managing a large team - you'll have one direct report and a lean setup. The upside is full ownership, fast decisions, and a direct line to results that matter
  

Work Schedule

• 9:00 AM to 6:00 PM GMT
• 5 days a week (Mon-Fri)
• Hybrid Role

If you’re a lifecycle marketing leader who thrives on owning retention strategy end-to-end, building high-impact CRM programmes from scratch, and using data and experimentation to drive repeat customer behavior across multiple channels, this is your opportunity to shape and scale customer loyalty within a fast-growing, global team at Laundryheap.