Lifecycle Marketing Specialist

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.

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.

• 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 automation workflows (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.).

• 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.

• Target Salary Range: $60k
• Full time benefits package including health insurance, company retirement match, PTO, and employee eyewear discounts.

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.

Submit your resume and a brief cover letter describing why you're excited to help families and customers connect with Jonas Paul Eyewear.