Creative Strategist; Remote

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.

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.

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…