Customer Lifecycle Manager

We’re looking for a dynamic Customer Lifecycle Manager who can drive customer engagement & retention to drive LTV in a fast-paced, global environment. This role is pivotal in driving repeat customers to the Laundryheap app and website and enhancing customer engagement across digital channels. The ideal candidate will have a deep understanding of user journeys, in-app/on-platform marketing and the key role played by retention marketing in the customer funnel.

Role Objective

Find the best possible answer to the question ‘How do I make a customer place order after order on Laundryheap’s app, by using everything that you have access to, including (but not limited to) data, tools, resources and cross-functional teams

Key Responsibilities

• Define, build, and deploy communication journeys aligned with key lifecycle stages, using behavioral hooks, customer intent signals & lifecycle triggers, across channels – SMS, WhatsApp, Email, Push, In-App messaging. The goal is to drive timely actions thereby leading to habit formation.
• Manage campaign setup end-to-end: logic, segmentation, creative, QA, launch, monitoring, and optimisation.
• Own campaign design and deployment using Braze, define trigger logic, audiences, templates and frequency.
• Post campaign analysis - Monitor campaign performance using channel & platform-specific metrics
• Ensure localisation and relevance across multiple markets and languages, coordinating with in-market teams for translations & local market insight
• Work with Brand, Product and Customer Research teams to achieve goals
• Monitor and optimise campaign performance
• Measure campaign performance and lifecycle metrics (deliverability, CVR, repeat & frequency, LTV).
• Conduct A/B and multivariate tests to refine messaging, cadence, and channel mix.
• Translate data into actionable insights and recommendations for continuous improvement.
• Collaborate with designers and copywriters to produce high-impact templates that drive engagement and conversions.
• Translate customer data into targeted, insight-led campaigns that influence user behaviour and improve lifecycle outcomes
• Technical knowledge of Email, Push, SMS, and IAMs – deliverability, optimization, and best practices.

Must-Have Experience & Skills

• 3–5 years of hands-on customer lifecycle experience, preferably in E-commerce, or in on-demand web & app based businesses
• Proven experience with working on CRM tools and content management systems - Customer IO, Braze
• Strong analytical skills — ability to interpret customer data, identify behavioural patterns, and translate insights into actionable strategies.
• Technical understanding of email deliverability, push notifications, in-app messaging, and SMS/WhatsApp performance optimisation.
• Excellent project management and organisational skills — able to handle multiple initiatives across global markets.
• Strong written communication and copywriting skills with a customer-first mindset.
• Comfortable working in a fast-paced, test-and-learn, performance-driven environment.