Location
London (Hybrid role)

Hours
9:00am – 6:00pm, Monday to Friday

Salary
Not specified

About the Role
Laundryheap is an award-winning, industry-leading startup transforming the laundry and dry cleaning industry. Operating across 14+ global markets and rapidly expanding in 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.

As CRM & Lifecycle Marketing Manager, you will lead Laundryheap's lifecycle messaging programme, owning the strategy that turns first-time customers into regulars, and regulars into subscribers. This is a leadership role with a hands-on edge, sitting at the intersection of CRM, product, and data. You will build the programme from the ground up, including the strategy, architecture, channel mix, and testing rhythm, while managing a direct report to help deliver it.

You will be accountable for repeat order rates and customer lifetime value (LTV) across every cohort stage and for setting the execution standards for your team. You will directly manage a Customer Lifecycle Executive responsible for day-to-day sequence execution and optimisation across email, push, SMS, and WhatsApp.

What You'll Own:
- The full retention loop including 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 and how to use each channel effectively

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

If you are 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 behaviour across multiple channels, this is your opportunity to shape and scale customer loyalty within a fast-growing global team at Laundryheap.

Experience
- 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 including A/B tests on sequences, timing, copy, and segmentation, with the ability to translate results into programme decisions
- Experience running lifecycle programmes across multiple channels: email, push, plus at least one of SMS or WhatsApp
- Comfortable writing your own briefs and copy
- Ability to read cohort data in spreadsheets or BI tools and turn it into testing hypotheses
- Strong understanding of suppression logic, exit conditions, and sequence architecture beyond simple campaign sends

About you
- Strategic thinker with a hands-on approach
- Comfortable owning and shaping strategy rather than waiting for briefs
- Able to manage a lean team with one direct report, thriving on full ownership and fast decision-making
- Data-driven and experiment-focused mindset

Qualifications
- No formal qualifications specified; relevant experience and skills are essential