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I’m Loretta M. Lafont, a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have a proven track record in private-label development, merchandising strategy, and cross-functional team leadership. I translate consumer insights into compelling brand experiences both online and in-store. I specialize in turning consumer data into actionable brand strategies, leading cross-functional teams, and delivering measurable results across product launches, shelf resets, and promotions.…I’m Loretta M. Lafont, a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have a proven track record in private-label development, merchandising strategy, and cross-functional team leadership. I translate consumer insights into compelling brand experiences both online and in-store. I specialize in turning consumer data into actionable brand strategies, leading cross-functional teams, and delivering measurable results across product launches, shelf resets, and promotions.

Loretta Lafont

Merchandiser, Brand Strategist, Brand Designer, +2

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I’m Loretta M. Lafont, a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have a proven track record in private-label development, merchandising strategy, and cross-functional team leadership. I translate consumer insights into compelling brand experiences both online and in-store. I specialize in turning consumer data into actionable brand strategies, leading cross-functional teams, and delivering measurable results across product launches, shelf resets, and promotions.…I’m Loretta M. Lafont, a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have a proven track record in private-label development, merchandising strategy, and cross-functional team leadership. I translate consumer insights into compelling brand experiences both online and in-store. I specialize in turning consumer data into actionable brand strategies, leading cross-functional teams, and delivering measurable results across product launches, shelf resets, and promotions.

Available to hire

I’m Loretta M. Lafont, a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have a proven track record in private-label development, merchandising strategy, and cross-functional team leadership. I translate consumer insights into compelling brand experiences both online and in-store.

I specialize in turning consumer data into actionable brand strategies, leading cross-functional teams, and delivering measurable results across product launches, shelf resets, and promotions.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Merchandiser & Brand Lead at Merchandising Consultants Associates (MCA)

December 1, 2024 - June 1, 2025

Spearhead in-store brand activations, merchandising resets and promotional roll-outs for multiple major retailers. Collaborate with brand managers to refine shelf layouts and planograms, boosting category velocity by 12% within first quarter. Train and mentor merchandisers on brand standards, compliance reporting, and effective store communication. Analyze weekly sales data to recommend assortment tweaks and display refreshes that improved sell-through by 8%.

Brand Representative & Lead Merchandiser at Devrew Merchandising Inc.

November 1, 2023 - January 1, 2025

Acted as primary liaison between head office and retail accounts to execute seasonal promotions and new product launches. Optimized on-floor presentations and end-cap displays, driving average SKU velocity increases of 10–15%. Developed quick-reference guides for store teams, standardizing display builds across 50+ locations.

Founder & Brand Director at Weaved Trends Marketing

January 1, 2023 - January 1, 2024

Built a turnkey e-commerce tea brand: product development, private labeling, packaging design, and digital storefront. Launched tiered membership program yielding a 20% month-over-month subscription growth. Managed SEO, blog content, and email campaigns that generated a 30% uplift in organic traffic.

Lead Merchandiser – Horticulture at Undisclosed private company

March 1, 2023 - September 1, 2023

Directed replenishment and display of seasonal plant assortments, coordinating 15–30 pallets weekly per store. Implemented planogram adjustments that reduced out-of-stocks by 25% and improved visual impact. Scheduled and supervised assistant merchandisers to ensure efficient task completion and quality control.

Operations & Inventory Roles at Various (Calgary, AB) / Amazon, QSS Services, Vertical Staffing Solutions

September 1, 2020 - September 1, 2022

Managed inbound/outbound logistics at Amazon with RF scanners, achieving 99% accuracy on pick-pack stages. Supported clinic operations (AHC billing, patient scheduling) and performed bookkeeping duties for small businesses. Executed warehouse inventory audits and system migrations for QSS Services and Vertical Staffing Solutions.