Lori Beds

Role Description 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 - 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 Qualifications - 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.

Role Description We are looking for a Director of eCommerce & Product Marketing to own the digital commercialization and full lifecycle of our products online. This role sits at the intersection of digital product management, website UX, ongoing conversion optimization (CRO), asset creation, and launch execution. You will be responsible for ensuring our products are beautifully presented, flawlessly merchandised, effortlessly easy to configure, and constantly optimized to convert throughout their entire lifecycle—not just during a launch window. This is not a paid media role. Our growth team handles the traffic; you own the destination. This is not a traditional brand marketing role. You must care deeply about customer psychology, clear information hierarchy, and revenue metrics. This is not a high-level corporate strategy role. This is a hands-on leadership role for a sharp operator who loves turning great physical products into exceptional, frictionless digital shopping experiences. You will work directly with the founders and collaborate closely with growth, operations, product development, customer experience, and web development teams. What You'll Own - Ongoing Website Experience & Optimization: - Act as the internal "product owner" for the storefront, ensuring a premium, cohesive, and modern customer experience across all key pages. - Analyze customer behavior, heatmaps, and funnel data to identify friction points; build and run a continuous pipeline of A/B tests to improve conversion rate and Average Order Value (AOV). - Manage the relationship with our web developers to translate site optimization ideas into functional, clean features and updates. - Continuous Digital Merchandising: - Maintain and constantly improve the day-to-day shopping experience, including navigation, product collections, and cross-selling/bundling strategies. - Simplify how customers interact with our product variations and configurations, ensuring that dimensions, assembly, and materials are intuitively understood. - Continuously audit and iterate on existing Product Detail Pages (PDPs) to maximize revenue potential long after the initial product launch. - Lifecycle Product Marketing & Messaging: - Translate product features, materials, and functional benefits into compelling, clear customer-facing copy and storytelling. - Deeply understand customer hesitations regarding high-consideration furniture purchases (e.g., installation, space requirements, financing) and build targeted content to resolve them. - Create and maintain buying guides, comparison charts, interactive tools, and FAQs that guide customers from initial research to a confident purchase. - Product Launches & Commercialization: - Lead the digital go-to-market process for new product introductions and major design updates. - Define content requirements, establish project timelines, and coordinate with cross-functional partners to ensure launch assets are deployed flawlessly and on time. - Creative Asset Direction: - Define and map out the photography, video, 3D renderings, GIFs, and infographics required to support both new launches and ongoing site optimizations. - Write concise briefs for photographers, designers, and editors, ensuring final creative assets satisfy both commercial conversion needs and brand aesthetic standards. What Success Looks Like - Core PDP conversion rates and digital merchandising strategies show measurable, data-backed improvement. - Product launches and site optimization updates move seamlessly from concept to reality without being founder-dependent. - Our digital product presentation significantly reduces customer confusion around options and configurations before checkout. - Creative asset requests are built further in advance, turning asset production into a proactive, structured machine. Qualifications - 5+ years of experience in eCommerce management, digital merchandising, product marketing, or digital product management. - Proven track record working with physical consumer goods, ideally within high-consideration, premium, or complex categories. - A strong grasp of customer psychology, eCom analytics, and how to structure page hierarchies to guide considered purchase decisions. - The unique ability to smoothly transition between high-level strategy and rolling up your sleeves to write a copy hook or review QA details on a page before it goes live. - Excellent written communication and the organization skills required to lead cross-functional projects. Preferred - Deep experience with Shopify and modern eCommerce technology stacks. - Background in industries such as furniture, home goods, home organization, or high-end appliances. - Experience directing creative teams, designers, and web developers to build high-converting landing pages or features. You Might Be a Great Fit If... - You can open up a live product page and immediately see exactly what's missing, what's confusing, and what changes would lift revenue. - You are comfortable designing a page wireframe, editing copy, briefing a photoshoot, and collaborating with a developer to stick the landing. - You care just as much about conversion rates and analytics as you do about clean, premium design aesthetics. - You've felt bottlenecked in a larger corporate structure and are hungry for a high-impact, autonomous role where your changes directly move the needle. Location & Compensation - Location: Remote within the United States or Canada. Occasional travel for planning sessions and content production may be required. - Compensation: Competitive salary, performance bonus opportunity, retirement account, health benefits, and long-term growth potential matching our ambitious scaling goals.