About Laundryheap:
Laundryheap is a leading on-demand laundry and dry-cleaning service, delivering fast, reliable laundry solutions to both businesses and end consumers. We work with hotels, serviced apartments, sports facilities, global brands, and other partners to offer seamless laundry experiences to their customers, while also engaging directly with individual clients.
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. 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 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+
● 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
…