Growth Creative Strategist

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.