Growth Creative Strategist

About Lori Beds

Lori Beds is a fast-growing direct-to-consumer furniture company best known for our space-saving Murphy beds. We help people reclaim valuable square footage without sacrificing comfort, quality, or style.

We're a profitable founder-led business with approximately $15 million in annual revenue and ambitious plans to grow significantly over the next several years through new products, stronger creative systems, and a relentless focus on understanding our customers.

Our products typically sell for $2,000–$5,000 and are rarely impulse purchases. Customers often spend weeks researching, comparing options, measuring rooms, discussing purchases with partners, and evaluating whether our products are right for their homes.

Because of that, we believe creative serves a much larger purpose than simply generating clicks.

We're looking for a Growth Creative Strategist to help build the creative engine that powers our next stage of growth.

The Role

We are looking for a Growth Creative Strategist who understands how to guide customers through a high-consideration buying journey.

Your job is not simply to create ads.

Your job is to continually discover what messages, beliefs, objections, stories, use cases, and creative formats move customers closer to a purchase decision—and then build a repeatable system for testing, learning, and improving those insights over time.

You will work closely with our founders, Growth Director, creative producers, editors, creators, and media buyers to ensure we are consistently generating, testing, measuring, and improving creative.

This role sits at the intersection of customer psychology, creative strategy, performance marketing, direct response copywriting, and content production.

What Makes This Role Different

Many direct-to-consumer brands sell products that can be purchased after a single ad impression.

We do not.

A Murphy bed, modular sofa, or premium furniture purchase often involves:

• Multiple visits to the website
• Multiple ad exposures
• Significant customer education
• Product comparisons
• Partner or family discussions
• Financial considerations
• Trust-building
• Objection handling

Successful candidates will understand concepts such as:

• Levels of customer awareness
• Message-market fit
• Customer research
• Creative sequencing
• Retargeting journeys
• Objection handling
• Belief building
• Direct response copywriting
• Consideration-stage marketing
• Customer decision-making

You should be comfortable thinking beyond individual ads and instead designing creative systems that help customers progress toward a purchase decision over time.

What You'll Own

Customer Journey Creative Strategy

Own the creative learning and customer journey system that powers growth.

Responsibilities include:

• Mapping customer awareness stages
• Identifying customer beliefs, objections, and motivations
• Developing creative for different stages of the buying journey
• Creating awareness, consideration, comparison, and conversion-focused creative
• Designing creative sequences for retargeting audiences
• Building structured testing plans around customer psychology
• Identifying opportunities to improve customer understanding and confidence

You will think less like a traditional advertiser and more like a customer psychologist.

Creative Testing System

Own the ongoing creative testing roadmap.

• Develop monthly and quarterly testing plans
• Identify new hooks, angles, concepts, and formats
• Prioritize tests based on business goals and performance data
• Build and maintain a creative testing backlog
• Document learnings and insights
• Create systems that help the company learn faster over time

Creative Brief Development

Turn insights into production-ready creative briefs.

• Write ad concepts and scripts
• Develop creator briefs
• Create customer interview and testimonial frameworks
• Define visual requirements
• Provide direction to producers, editors, and creators
• Ensure concepts are executed as intended

Performance Analysis & Learning

Own the feedback loop between creative and performance.

• Review creative performance weekly
• Analyze winners and losers
• Identify patterns across hooks, personas, formats, and offers
• Translate performance data into new creative hypotheses
• Present learnings and recommendations to leadership
• Build institutional knowledge around what works and why

UGC & Customer Creator Program

Help build and scale a world-class customer creator program.

• Identify target customer personas
• Recruit and brief customers and creators
• Match creative concepts to appropriate creators
• Develop repeatable systems for sourcing authentic content
• Build relationships with top-performing creators
• Ensure content reflects real customer experiences and use cases

Creative Production Collaboration

Work closely with our creative production team.

• Collaborate on shoot planning
• Review raw footage
• Provide feedback on edits
• Ensure final assets align with strategic intent
• Support studio and UGC production initiatives
• Help prioritize creative production resources

What Success Looks Like

Within your first year:

• A consistent creative testing system exists and operates reliably
• New creative concepts are entering production every week
• Learnings are documented and influence future creative
• The company develops a deeper understanding of customer motivations and objections
• Winning concepts are identified faster
• Retargeting creative becomes more intentional and effective
• Creative output becomes more systematic and less founder-dependent
• Paid acquisition performance improves through stronger creative iteration

What We're Looking For

Required

• 3–8+ years of experience in creative strategy, direct response marketing, growth marketing, performance creative, copywriting, or related fields
• Experience marketing considered-purchase products where customers typically research before buying
• Strong understanding of customer psychology and buying behavior
• Strong writing and communication skills
• Experience briefing creators, editors, or production teams
• Experience interpreting performance data and translating it into creative decisions
• Ability to move comfortably between strategy and execution

Preferred

Experience in categories such as:

• Furniture
• Home goods
• Mattresses
• Premium fitness equipment
• Outdoor products
• Home improvement
• Baby gear
• Appliances
• Automotive
• Premium consumer products
• B2B products with longer sales cycles

Experience with:

• Meta advertising
• Creative testing frameworks
• Customer research
• Direct response copywriting
• UGC creator programs
• Long buying cycles
• Retargeting strategy
• Awareness-stage messaging

You Might Be a Great Fit If...

You naturally ask:

"Why did this ad work?"

more often than:

"Can we make another ad?"

You enjoy studying customer behavior as much as creating content.

You can look at a winning ad and identify the specific belief, objection, emotion, or insight that made it successful.

You think in systems, not campaigns.

You are equally comfortable:

• Writing a script
• Reviewing performance metrics
• Briefing a creator
• Evaluating customer research
• Reviewing an edit
• Building a testing roadmap

You care deeply about understanding customers and helping them make confident buying decisions.

What This Role Is Not

This is not a media buyer role.

This is not a video editor role.

This is not a social media manager role.

This is not a traditional brand marketing role.

This is not a content calendar role.

This role exists to help us discover what creative drives growth, understand why it works, and build a repeatable learning system around those insights.

Location

Remote role. Must have significant overlap with U.S. business hours.

Occasional travel may be required for planning sessions, content production, and team collaboration.

Compensation

Competitive salary, bonus opportunity, retirement account, health benefits, and long-term growth potential.

Compensation will be based on experience, strategic ability, and demonstrated success building creative systems for considered-purchase products.

The right candidate will have significant opportunity to grow with the company as we scale.