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Lori Beds is a fast-growing direct-to-consumer furniture company redefining how people live in smaller spaces. Best known for our premium Murphy beds, we create thoughtfully designed furniture that transforms underused rooms into flexible, beautiful living spaces without compromising comfort, quality, or style.

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

Our products range from $2,000-$5,000 and are one of the biggest furniture purchases many of our customers will make. People don't discover Lori Beds and check out five minutes later. They spend weeks researching, comparing alternatives, measuring rooms, discussing the decision with their families, and making sure they're investing in the right solution for their home.

That means creativity plays a much bigger role than simply driving clicks. It has to educate, build trust, answer questions, overcome objections, communicate premium quality, and help people feel confident making a significant purchase. Every touchpoint matters.

We're looking for a Growth Creative Strategist to help build the creative engine behind our next stage of growth. You'll work at the intersection of customer psychology, creative strategy, and performance marketing, turning real customer insights into campaigns that influence buying decisions and drive measurable business results.

This is a chance to do more than optimize ads. You'll help shape how our brand is perceived, influence creativity across the entire customer journey, and play a meaningful role in launching new products and scaling the business. You'll have real ownership, work closely with decision-makers, and see your ideas quickly turn into action. If you're someone who enjoys solving complex marketing challenges and wants your work to have a direct impact on a growing company, you'll find plenty of opportunities here.

We're looking for a Growth Creative Strategist who understands how people make high-consideration purchasing decisions and knows how to turn those insights into creative that drives measurable business results.

This isn't a role focused on simply producing more ads. Your job is to uncover what actually influences buying decisions: the messages that resonate, the objections that need to be overcome, the stories that build trust, the use cases that inspire action, and the creative formats that consistently perform. You'll then transform those learnings into a repeatable system of testing, measurement, and continuous improvement that makes every campaign smarter than the last.

You'll work closely with our founders, Growth Director, creative producers, editors, creators, media buyers, and customer experience team to ensure we're constantly learning from our customers and translating those insights into better-performing creative across every stage of the customer journey.

Success in this role comes from combining creativity with analytical thinking. You'll be equally comfortable digging through customer interviews, reviews, surveys, and performance data as you are developing creative concepts, writing briefs, refining messaging, and helping bring campaigns to life.

If you're excited by understanding why customers buy, using that knowledge to shape creative strategy, and building a creative system that becomes a competitive advantage for the business, this role offers an opportunity to make a significant impact.

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.

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.

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

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

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

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

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

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

• 38+ 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

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 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.

This is not a media buyer, video editor, social media manager, brand marketer, or 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.