About the job
Join Laundryheap, an award-winning and innovative startup revolutionizing the laundry and dry cleaning sector. Operating in over 14 global markets and rapidly expanding across Europe, Asia, and North America, we take pride in our ability to deliver pristine laundry within 24 hours, establishing ourselves as one of the fastest services in the industry.
The Role
As the Senior CRM & Lifecycle Marketing Manager, you will spearhead Laundryheap's lifecycle messaging strategy, transforming first-time customers into loyal patrons and turning regular users into subscribers.
This role is more than just executing campaigns; it’s a leadership position with a hands-on approach, positioned at the confluence of CRM, product, and data. You will architect the program from scratch, developing the strategy, structure, channel mix, and testing cadence while managing a talented team member to support your vision. Your success will be measured by repeat order rates and customer lifetime value (LTV) across various cohorts, setting the benchmark for your team's execution.
You will directly oversee a Customer Lifecycle Manager, who will manage the daily execution and optimization of customer sequences through email, push notifications, SMS, and WhatsApp.
Your Responsibilities
You will own the entire retention cycle:
- Developing post-order habit sequences to encourage repeat purchases (1st → 2nd → 3rd+ orders)
- Creating win-back flows for lapsed customers
- Designing upsell strategies for subscriptions
- Implementing behavioral nudges and lifecycle triggers
- Establishing suppression logic and CRM segmentation architecture
- Optimizing the channel mix across email, push notifications, SMS, and WhatsApp, ensuring effective integration
You will track and report on key metrics:
- Repeat order rates across cohorts
- Customer lifetime value and time to reorder metrics
- Lapsed customer recovery rates
- Monitoring unsubscribe and spam rates as performance indicators
Who You Are
Essential Qualifications:
- 5+ years of experience in B2C lifecycle, retention, or CRM marketing, preferably within a consumer app or marketplace environment
- Hands-on experience in building automated sequences using behavioral CRMs (e.g., Customer.io, Braze, Klaviyo)
- Proven track record in conducting CRM experiments, including A/B testing on sequences, timing, copy, and segmentation, translating insights into actionable program improvements
- Experience in managing lifecycle programs across multiple channels, including email and push notifications, as well as SMS or WhatsApp
- Skilled in writing briefs and copy independently
- Adept at analyzing cohort data using spreadsheets or BI tools to derive testing hypotheses
- Understanding of suppression logic, exit conditions, and sequence architecture beyond simple campaign execution
What You Won't Be Doing
- Waiting for a brief; this role is responsible for crafting them
- Receiving a pre-defined strategy; you will shape, validate, and own the strategy that is developed
- Managing a large team; you will have a single direct report, allowing for streamlined decision-making and full ownership of the project
