Growth Creative Strategist

<h1><strong>Growth Creative Strategist</strong></h1> <h2><strong>About Lori Beds</strong></h2> <p>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.</p> <p>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.</p> <p>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.</p> <p>Because of that, we believe creative serves a much larger purpose than simply generating clicks.</p> <p>We're looking for a Growth Creative Strategist to help build the creative engine that powers our next stage of growth.</p> <p></p> <h2><strong>The Role</strong></h2> <p>We are looking for a Growth Creative Strategist who understands how to guide customers through a high-consideration buying journey.</p> <p>Your job is not simply to create ads.</p> <p>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.</p> <p>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.</p> <p>This role sits at the intersection of customer psychology, creative strategy, performance marketing, direct response copywriting, and content production.</p> <p></p> <h2><strong>What Makes This Role Different</strong></h2> <p>Many direct-to-consumer brands sell products that can be purchased after a single ad impression.</p> <p>We do not.</p> <p>A Murphy bed, modular sofa, or premium furniture purchase often involves:</p> <ul><li>Multiple visits to the website</li><li>Multiple ad exposures</li><li>Significant customer education</li><li>Product comparisons</li><li>Partner or family discussions</li><li>Financial considerations</li><li>Trust-building</li><li>Objection handling</li></ul> <p>Successful candidates will understand concepts such as:</p> <ul><li>Levels of customer awareness</li><li>Message-market fit</li><li>Customer research</li><li>Creative sequencing</li><li>Retargeting journeys</li><li>Objection handling</li><li>Belief building</li><li>Direct response copywriting</li><li>Consideration-stage marketing</li><li>Customer decision-making</li></ul> <p>You should be comfortable thinking beyond individual ads and instead designing creative systems that help customers progress toward a purchase decision over time.</p> <p></p> <h2><strong>What You'll Own</strong></h2> <h3><strong>Customer Journey Creative Strategy</strong></h3> <p>Own the creative learning and customer journey system that powers growth.</p> <p>Responsibilities include:</p> <ul><li>Mapping customer awareness stages</li><li>Identifying customer beliefs, objections, and motivations</li><li>Developing creative for different stages of the buying journey</li><li>Creating awareness, consideration, comparison, and conversion-focused creative</li><li>Designing creative sequences for retargeting audiences</li><li>Building structured testing plans around customer psychology</li><li>Identifying opportunities to improve customer understanding and confidence</li></ul> <p>You will think less like a traditional advertiser and more like a customer psychologist.</p> <p></p> <h3><strong>Creative Testing System</strong></h3> <p>Own the ongoing creative testing roadmap.</p> <ul><li>Develop monthly and quarterly testing plans</li><li>Identify new hooks, angles, concepts, and formats</li><li>Prioritize tests based on business goals and performance data</li><li>Build and maintain a creative testing backlog</li><li>Document learnings and insights</li><li>Create systems that help the company learn faster over time</li></ul> <p></p> <h3><strong>Creative Brief Development</strong></h3> <p>Turn insights into production-ready creative briefs.</p> <ul><li>Write ad concepts and scripts</li><li>Develop creator briefs</li><li>Create customer interview and testimonial frameworks</li><li>Define visual requirements</li><li>Provide direction to producers, editors, and creators</li><li>Ensure concepts are executed as intended</li></ul> <p></p> <h3><strong>Performance Analysis & Learning</strong></h3> <p>Own the feedback loop between creative and performance.</p> <ul><li>Review creative performance weekly</li><li>Analyze winners and losers</li><li>Identify patterns across hooks, personas, formats, and offers</li><li>Translate performance data into new creative hypotheses</li><li>Present learnings and recommendations to leadership</li><li>Build institutional knowledge around what works and why</li></ul> <p></p> <h3><strong>UGC & Customer Creator Program</strong></h3> <p>Help build and scale a world-class customer creator program.</p> <ul><li>Identify target customer personas</li><li>Recruit and brief customers and creators</li><li>Match creative concepts to appropriate creators</li><li>Develop repeatable systems for sourcing authentic content</li><li>Build relationships with top-performing creators</li><li>Ensure content reflects real customer experiences and use cases</li></ul> <p></p> <h3><strong>Creative Production Collaboration</strong></h3> <p>Work closely with our creative production team.</p> <ul><li>Collaborate on shoot planning</li><li>Review raw footage</li><li>Provide feedback on edits</li><li>Ensure final assets align with strategic intent</li><li>Support studio and UGC production initiatives</li><li>Help prioritize creative production resources</li></ul> <p></p> <h2><strong>What Success Looks Like</strong></h2> <p>Within your first year:</p> <ul><li>A consistent creative testing system exists and operates reliably</li><li>New creative concepts are entering production every week</li><li>Learnings are documented and influence future creative</li><li>The company develops a deeper understanding of customer motivations and objections</li><li>Winning concepts are identified faster</li><li>Retargeting creative becomes more intentional and effective</li><li>Creative output becomes more systematic and less founder-dependent</li><li>Paid acquisition performance improves through stronger creative iteration</li></ul> <p></p> <h2><strong>What We're Looking For</strong></h2> <h3><strong>Required</strong></h3> <ul><li>3–8+ years of experience in creative strategy, direct response marketing, growth marketing, performance creative, copywriting, or related fields</li><li>Experience marketing considered-purchase products where customers typically research before buying</li><li>Strong understanding of customer psychology and buying behavior</li><li>Strong writing and communication skills</li><li>Experience briefing creators, editors, or production teams</li><li>Experience interpreting performance data and translating it into creative decisions</li><li>Ability to move comfortably between strategy and execution</li></ul> <h3><strong>Preferred</strong></h3> <p>Experience in categories such as:</p> <ul><li>Furniture</li><li>Home goods</li><li>Mattresses</li><li>Premium fitness equipment</li><li>Outdoor products</li><li>Home improvement</li><li>Baby gear</li><li>Appliances</li><li>Automotive</li><li>Premium consumer products</li><li>B2B products with longer sales cycles</li></ul> <p>Experience with:</p> <ul><li>Meta advertising</li><li>Creative testing frameworks</li><li>Customer research</li><li>Direct response copywriting</li><li>UGC creator programs</li><li>Long buying cycles</li><li>Retargeting strategy</li><li>Awareness-stage messaging</li></ul> <p></p> <h2><strong>You Might Be a Great Fit If...</strong></h2> <p>You naturally ask:</p> <p>"Why did this ad work?"</p> <p>more often than:</p> <p>"Can we make another ad?"</p> <p>You enjoy studying customer behavior as much as creating content.</p> <p>You can look at a winning ad and identify the specific belief, objection, emotion, or insight that made it successful.</p> <p>You think in systems, not campaigns.</p> <p>You are equally comfortable:</p> <ul><li>Writing a script</li><li>Reviewing performance metrics</li><li>Briefing a creator</li><li>Evaluating customer research</li><li>Reviewing an edit</li><li>Building a testing roadmap</li></ul> <p>You care deeply about understanding customers and helping them make confident buying decisions.</p> <p></p> <h2><strong>What This Role Is Not</strong></h2> <p>This is not a media buyer role.</p> <p>This is not a video editor role.</p> <p>This is not a social media manager role.</p> <p>This is not a traditional brand marketing role.</p> <p>This is not a content calendar role.</p> <p>This role exists to help us discover what creative drives growth, understand why it works, and build a repeatable learning system around those insights.</p> <p></p> <h2><strong>Location</strong></h2> <p>Remote role. Must have significant overlap with U.S. business hours.</p> <p>Occasional travel may be required for planning sessions, content production, and team collaboration.</p> <p></p> <h2><strong>Compensation</strong></h2> <p>Competitive salary, bonus opportunity, retirement account, health benefits, and long-term growth potential.</p> <p>Compensation will be based on experience, strategic ability, and demonstrated success building creative systems for considered-purchase products.</p> <p>The right candidate will have significant opportunity to grow with the company as we scale.</p> <p></p>