About the job
Join Laundryheap, a prestigious and innovative startup that is revolutionizing the laundry and dry cleaning sector. Operating in over 14 global markets and expanding across Europe, Asia, and North America, we are dedicated to providing our customers with pristine laundry within 24 hours, making us one of the industry's fastest services.
Your Role
As the Senior CRM and Lifecycle Marketing Manager, you will spearhead Laundryheap's lifecycle messaging program, developing a robust strategy to transform first-time customers into loyal repeat users and, ultimately, subscribers.
This position is not about executing campaigns; it's a leadership role with a hands-on approach, strategically positioned at the crossroads of CRM, product management, and data analytics. You will build the program from the ground up, encompassing strategy, architecture, channel mix, and testing frameworks, while managing a direct report to execute these initiatives. Your accountability will include tracking repeat order rates and customer lifetime value (LTV) across various cohorts and setting the performance standards for your team.
Your direct report, a Customer Lifecycle Manager, will oversee the daily execution and optimization of messaging across email, push notifications, SMS, and WhatsApp.
Responsibilities
You will take ownership of:
- The complete retention loop: managing post-order habit sequences (1st → 2nd → 3rd+ orders), win-back strategies for lapsed customers, subscription upsell tracks, behavioral nudges, and lifecycle triggers.
- Designing suppression logic and CRM segmentation architecture.
- Crafting a channel mix across email, push notifications, SMS, and WhatsApp, ensuring an effective integration of these channels.
Key Metrics
- Repeat order rates: analyzing transitions from 1st to 2nd, 2nd to 3rd, etc.
- Customer LTV and time to reorder by cohort.
- Lapsed customer recovery rates and monitoring unsubscribe rates for quality control.
About You
Essential qualifications include:
- 5+ years of experience in B2C lifecycle, retention, or CRM marketing, preferably within a consumer application or marketplace environment.
- Hands-on expertise in developing automated sequences within a behavioral CRM platform (e.g., Customer.io, Braze, Klaviyo).
- A proven history of conducting CRM experiments, including A/B testing on sequences, timing, copy, and segmentation, with the ability to translate findings into actionable program decisions.
- Experience in managing lifecycle programs across multiple channels, including email and push notifications, coupled with at least one of SMS or WhatsApp.
- Proficient in drafting your own briefs and copy.
- Able to analyze cohort data in spreadsheets or BI tools to formulate testing hypotheses.
- Understanding of suppression logic, exit conditions, and sequence architecture beyond mere campaign sends.
What You Can Expect
- Autonomy in shaping strategies and frameworks.
- Direct impact on retention and customer loyalty metrics.
- A small, agile team structure enabling swift decision-making.
