Laundryheap — two years inside an app growth team scaling across 13 markets

Context

Laundryheap is a global on-demand laundry and dry-cleaning platform. When I joined as an embedded consultant, the in-house marketing team was scaling acquisition across more than 13 international markets simultaneously — same app, very different audiences, budgets and unit economics per city.

What I did

• Supported paid acquisition across Meta Ads and Google campaigns, including creative testing and asset iteration per market.
• Contributed to App Store Optimisation: keyword research, creative iteration and performance monitoring alongside the growth team.
• Built GA4-based reporting and funnel analysis used to prioritise user-journey and landing page improvements.
• Worked with product and design on app-store assets and value-proposition clarity across markets.
• Fed performance insights back into creative production — which formats, hooks and value props earned their spend, per market.

What I learned

Multi-market app growth punishes assumptions. A creative that wins in London can die in Dubai; a funnel fix that lifts one market does nothing in another. The discipline that mattered was structured testing with honest measurement — GA4 events you trust, creative variants you can attribute, and the humility to kill your favourite ad when the data says so.

Why it matters

This was two years inside a real in-house growth team — standups, sprint cycles, product collaboration — applying the production-plus-performance skill set in an environment where every decision was measured. It's the clearest proof that the combination works inside a team, not just inside my own studio.