Director of eCommerce & Product Marketing

About Lori Beds

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 design thoughtfully engineered products that transform 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 coming years through new product launches, continued investment in our digital experience, and an unwavering focus on our customers.

Our products aren't impulse purchases. Customers invest weeks researching, comparing options, measuring their homes, and deciding which solution is right for them. That means every product page, every feature explanation, every comparison chart, every image, and every interaction on our website has a direct impact on whether someone becomes a customer.

We're looking for a Director of eCommerce & Product Marketing to own that experience. You'll be responsible for how our products are presented, merchandised, and launched across our digital storefront, ensuring customers have the information, confidence, and inspiration they need to make a significant purchase.

This is an opportunity to own one of the most important parts of the business. You'll work across product, marketing, creative, operations, and development to continually improve the customer journey, launch new products, optimize conversion, and help shape the future of a growing premium furniture brand. If you're excited by combining customer experience, ecommerce strategy, merchandising, and product storytelling to drive measurable business growth, you'll have the opportunity to make a lasting impact here.

The Role

We're looking for a Director of eCommerce & Product Marketing to own how our products are brought to market online, from the moment a customer first discovers them through to the final purchase decision.

This role sits at the intersection of product marketing, digital merchandising, ecommerce strategy, conversion optimization, content strategy, and product launches. Your responsibility is to ensure every product is presented in a way that is clear, compelling, visually exceptional, and optimized to convert.

You'll own the digital customer experience across our website, continually improving product pages, collections, navigation, merchandising, comparison tools, buying guides, launch strategies, and on-site content. You'll think deeply about how customers shop, what information they need at each stage of the journey, and how we can remove friction while building confidence in a premium purchase.

This isn't a paid media role. You won't be managing advertising campaigns.

This isn't a traditional brand marketing role. Your focus isn't broad awareness or brand campaigns.

And while you'll coordinate work across multiple teams, this isn't simply a project management position. We're looking for someone who takes ownership, develops strategy, makes decisions, and is equally comfortable defining the vision and rolling up their sleeves to execute it.

You'll work directly with the founders and partner closely with growth, product development, operations, customer experience, creative, and web development to continuously improve the customer journey and launch new products successfully. If you enjoy combining customer psychology, ecommerce strategy, product storytelling, and commercial thinking to build best-in-class shopping experiences, you'll have the opportunity to make a significant impact on the future growth of Lori Beds.

What You'll Own

Product Launches

Own the digital launch process for new products and major product updates.

• Develop launch plans and timelines
• Define content requirements
• Coordinate cross-functional execution
• Ensure launch assets are complete and on-brand
• Drive products from concept to launch-ready customer experience

Product Pages & Digital Merchandising

Own the strategy and performance of our PDPs and key site experiences.

• Create page structures and wireframes
• Develop product storytelling and information hierarchy
• Improve add-to-cart experiences
• Simplify product configuration and selection
• Identify opportunities to increase conversion and average order value
• Improve bundles, cross-sells, and merchandising opportunities

Product Marketing

Translate product features into customer-facing benefits.

• Develop messaging frameworks
• Identify customer objections and address them through content
• Write or direct product copy
• Build comparison content, FAQs, educational content, and buying guides
• Ensure customers understand what makes our products unique

Creative Asset Direction

Define what content needs to be created to support launches and site improvements.

• Brief photographers, videographers, editors, designers, and contractors
• Identify required photography, video, GIFs, diagrams, and infographics
• Review creative assets and provide feedback
• Ensure assets support customer understanding and conversion goals

Site Experience

Continuously improve the online shopping experience.

• Partner with developers and designers
• Improve navigation and merchandising
• Recommend conversion-focused improvements
• Analyze customer behavior and identify friction points
• Ensure a premium, cohesive customer experience

What Success Looks Like

Within your first year:

• New product launches are no longer founder-dependent
• Product pages launch on time and at a high standard
• Customers better understand our products and configurations
• PDP conversion rates improve
• Site merchandising becomes more intentional and effective
• Creative requirements are identified earlier and executed more smoothly
• Founders are reviewing strong plans rather than building them from scratch

What We're Looking For

Required:

• 5+ years of experience in eCommerce, product marketing, digital merchandising, digital experience, or related fields
• Experience working with physical consumer products
• Experience launching products online
• Strong understanding of customer decision-making and conversion
• Strong written communication skills
• Ability to manage complex projects with multiple stakeholders
• Ability to move comfortably between strategy and execution

Preferred:

• Experience with considered-purchase or premium consumer products
• Experience in furniture, home goods, mattresses, baby products, fitness equipment, outdoor gear, appliances, or similar categories
• Shopify experience
• Experience working with photographers, designers, developers, and content creators
• Experience improving product pages, merchandising, or conversion performance

You Might Be a Great Fit If...

• You've been frustrated because you're capable of owning more than your current role allows.
• You enjoy both creative and commercial problem-solving.
• You can look at a product page and immediately identify what's missing, what's confusing, and what would help customers buy.
• You are comfortable creating a wireframe, editing copy, briefing a photoshoot, reviewing assets, coordinating developers, and making sure the final experience is excellent.
• You care as much about clarity and conversion as you do about aesthetics.