Responsibilities

• 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 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 Executive, who owns day-to-day sequence execution and optimisation across email, push, SMS and WhatsApp.
• 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)

Requirements

• 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