Luminous Optical Co.
Luminous Optical Co. Lifecycle Marketing Specialist Grand Rapids, MI·Full time Company website Apply for Lifecycle Marketing Specialist
The Lifecycle Marketing Specialist will optimize customer retention and engagement across email, SMS, and other marketing channels. This role builds targeted campaigns and automated journeys to drive repeat purchases, increase customer lifetime value, and strengthen brand loyalty. About Luminous Optical Co.
Luminous Optical Co. began as a single kids’ eyewear brand and has grown into a house of purpose-driven brands that serve as a beacon of light in the optical industry. To be Luminous is to shine brightly—even in the dark—by creating eyewear that is designed, distributed, and displayed with intention and impact. Today, Luminous spans optical, readers, private label, and strategic partnerships, offering styles that bring both vision and values to life. Our mission is simple: to illuminate the industry with eyewear that supports the greater good.Luminous Optical Co is the parent company to Jonas Paul Eyewear, an award-winning e-commerce company aiming to provide function and new form to children’s vision with fun, fashion-forward eyewear options. JPE was founded by Ben and Laura Harrison in an effort to find stylish eyewear for their visually impaired son, Jonas. Unfortunately, finding such options did not exist within the children’s optical market. Since its founding in 2013, the brand has been featured on NBC Today & Nightly News, The Wall Street Journal, INC 5000, Huffington Post, Redbook, and many other publications. It has garnered numerous awards for its social responsibility and design. Jonas Paul Eyewear also provides sight to those in need through its Buy Sight, Give Sight program, which has impacted over 1,304,759 children and families world-wide. Description
Job Title: Lifecycle Marketing Specialist Location:
Grand Rapids, MI (in-office) About Jonas Paul Eyewear:
We’re experts in children’s optical — designing glasses that not only fit growing faces but also empower kids to see clearly and confidently every day. Since launching in 2013, our mission has been to help kids feel great in glasses and prevent avoidable vision loss around the world through our giving initiatives. We offer stylish frames specifically designed for children and for teens and adults. We proudly serve both direct-to-consumer (D2C) families and independent business-to-business (B2B) optical retailers. Jonas Paul is a purpose-driven company based in Grand Rapids, MI, with a tight-knit and collaborative team. We’re entering an exciting period of growth, with new product lines and offerings launching across both existing and emerging segments. As we expand our reach and deepen our impact, this creates significant opportunities for team members to grow with the company—especially those who thrive in fast-paced, mission-driven environments. Position Summary: We’ve built a strong foundation for our lifecycle marketing strategy and are ready for someone to take ownership and steward it into the next chapter. We’re looking for a passionate, data-driven
Lifecycle Marketing Specialist
to join our team. This is an
intermediate-level role
for marketers with a background in digital or performance marketing who want to drive revenue through owned channels across the customer lifecycle. You’ll help drive on design and execute campaigns that activate, nurture, and retain customers across
email, SMS, direct mail, and more
— moving them through the funnel and maximizing lifetime value. This role sits within the
Performance Marketing
function and reports to the
Director of Paid Marketing
. You’ll work closely with the greater performance marketing teams to deliver measurable impact on retention and conversion KPIs. Key Responsibilities: Build and execute lifecycle campaigns across email, SMS, direct mail, and emerging channels to drive retention and revenue. Segment audiences and deploy personalized campaigns that reactivate current and lapsed customers, communicate promotions, and reinforce brand loyalty. Partner with the Performance Marketing team to develop A/B tests, analyze results, and optimize campaigns for engagement and conversion. Monitor performance metrics (open rates, CTR, CVR, LTV, churn) and make recommendations to improve campaign ROI. Collaborate with Creative, Growth, and CX teams to refine messaging and align lifecycle programs with broader brand and product initiatives. Maintain and improve our automationworkflows (Klaviyo and related platforms) to automate touchpoints throughout the customer journey. Identify opportunities for cross-sell, upsell, referral, and win-back strategies. Stay on top of email/SMS best practices, deliverability, and compliance standards (CAN-SPAM, TCPA, etc.). Qualifications: 2-3 years
experience in digital marketing, CRM, or lifecycle marketing (e-commerce/DTC strongly preferred). Hands-on with CRM platforms (Klaviyo preferred), audience building, and automation flows. Comfortable analyzing performance data (GA4, Shopify, CRM analytics, Excel/Sheets) to inform decisions. Strong grasp of the customer journey — empathetic, customer-first mindset with the ability to influence at each stage. Clear communicator with solid copywriting skills and a friendly, approachable tone. Organized, proactive, and able to work strategically and tactically in a fast-paced, goal-driven environment. Eager to learn and expand e-commerce growth & lifecycle expertise; experience with direct mail a plus. This role is based in our Grand Rapids office with flexibility for occasional hybrid work. Close collaboration with a passionate and driven team. Fun, social work environment that includes office events, company-sponsored happy hours, and other team-building activities. Compensation: Full time benefits package
including health insurance, company retirement match, PTO, and employee eyewear discounts. Career Growth Path:
This role offers a clear path to a
Lifecycle Marketing Manager
based on performance, ownership, and contribution to retention and conversion KPIs. You'll work closely with the performance marketing team and play a key role in shaping how we grow and retain our customer base. To Apply:
Submit your resume and a brief cover letter describing why you're excited to help families and customers connect with Jonas Paul Eyewear.
#J-18808-Ljbffr
The Lifecycle Marketing Specialist will optimize customer retention and engagement across email, SMS, and other marketing channels. This role builds targeted campaigns and automated journeys to drive repeat purchases, increase customer lifetime value, and strengthen brand loyalty. About Luminous Optical Co.
Luminous Optical Co. began as a single kids’ eyewear brand and has grown into a house of purpose-driven brands that serve as a beacon of light in the optical industry. To be Luminous is to shine brightly—even in the dark—by creating eyewear that is designed, distributed, and displayed with intention and impact. Today, Luminous spans optical, readers, private label, and strategic partnerships, offering styles that bring both vision and values to life. Our mission is simple: to illuminate the industry with eyewear that supports the greater good.Luminous Optical Co is the parent company to Jonas Paul Eyewear, an award-winning e-commerce company aiming to provide function and new form to children’s vision with fun, fashion-forward eyewear options. JPE was founded by Ben and Laura Harrison in an effort to find stylish eyewear for their visually impaired son, Jonas. Unfortunately, finding such options did not exist within the children’s optical market. Since its founding in 2013, the brand has been featured on NBC Today & Nightly News, The Wall Street Journal, INC 5000, Huffington Post, Redbook, and many other publications. It has garnered numerous awards for its social responsibility and design. Jonas Paul Eyewear also provides sight to those in need through its Buy Sight, Give Sight program, which has impacted over 1,304,759 children and families world-wide. Description
Job Title: Lifecycle Marketing Specialist Location:
Grand Rapids, MI (in-office) About Jonas Paul Eyewear:
We’re experts in children’s optical — designing glasses that not only fit growing faces but also empower kids to see clearly and confidently every day. Since launching in 2013, our mission has been to help kids feel great in glasses and prevent avoidable vision loss around the world through our giving initiatives. We offer stylish frames specifically designed for children and for teens and adults. We proudly serve both direct-to-consumer (D2C) families and independent business-to-business (B2B) optical retailers. Jonas Paul is a purpose-driven company based in Grand Rapids, MI, with a tight-knit and collaborative team. We’re entering an exciting period of growth, with new product lines and offerings launching across both existing and emerging segments. As we expand our reach and deepen our impact, this creates significant opportunities for team members to grow with the company—especially those who thrive in fast-paced, mission-driven environments. Position Summary: We’ve built a strong foundation for our lifecycle marketing strategy and are ready for someone to take ownership and steward it into the next chapter. We’re looking for a passionate, data-driven
Lifecycle Marketing Specialist
to join our team. This is an
intermediate-level role
for marketers with a background in digital or performance marketing who want to drive revenue through owned channels across the customer lifecycle. You’ll help drive on design and execute campaigns that activate, nurture, and retain customers across
email, SMS, direct mail, and more
— moving them through the funnel and maximizing lifetime value. This role sits within the
Performance Marketing
function and reports to the
Director of Paid Marketing
. You’ll work closely with the greater performance marketing teams to deliver measurable impact on retention and conversion KPIs. Key Responsibilities: Build and execute lifecycle campaigns across email, SMS, direct mail, and emerging channels to drive retention and revenue. Segment audiences and deploy personalized campaigns that reactivate current and lapsed customers, communicate promotions, and reinforce brand loyalty. Partner with the Performance Marketing team to develop A/B tests, analyze results, and optimize campaigns for engagement and conversion. Monitor performance metrics (open rates, CTR, CVR, LTV, churn) and make recommendations to improve campaign ROI. Collaborate with Creative, Growth, and CX teams to refine messaging and align lifecycle programs with broader brand and product initiatives. Maintain and improve our automationworkflows (Klaviyo and related platforms) to automate touchpoints throughout the customer journey. Identify opportunities for cross-sell, upsell, referral, and win-back strategies. Stay on top of email/SMS best practices, deliverability, and compliance standards (CAN-SPAM, TCPA, etc.). Qualifications: 2-3 years
experience in digital marketing, CRM, or lifecycle marketing (e-commerce/DTC strongly preferred). Hands-on with CRM platforms (Klaviyo preferred), audience building, and automation flows. Comfortable analyzing performance data (GA4, Shopify, CRM analytics, Excel/Sheets) to inform decisions. Strong grasp of the customer journey — empathetic, customer-first mindset with the ability to influence at each stage. Clear communicator with solid copywriting skills and a friendly, approachable tone. Organized, proactive, and able to work strategically and tactically in a fast-paced, goal-driven environment. Eager to learn and expand e-commerce growth & lifecycle expertise; experience with direct mail a plus. This role is based in our Grand Rapids office with flexibility for occasional hybrid work. Close collaboration with a passionate and driven team. Fun, social work environment that includes office events, company-sponsored happy hours, and other team-building activities. Compensation: Full time benefits package
including health insurance, company retirement match, PTO, and employee eyewear discounts. Career Growth Path:
This role offers a clear path to a
Lifecycle Marketing Manager
based on performance, ownership, and contribution to retention and conversion KPIs. You'll work closely with the performance marketing team and play a key role in shaping how we grow and retain our customer base. To Apply:
Submit your resume and a brief cover letter describing why you're excited to help families and customers connect with Jonas Paul Eyewear.
#J-18808-Ljbffr