I am a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have led private-label development, merchandising strategy, and cross-functional teams to translate consumer insights into compelling brand experiences both online and in-store. I thrive in fast-paced retail and e-commerce settings, launching turnkey brands, optimizing shelf layouts, and delivering measurable increases in velocity and sell-through. My hands-on approach combines creative product development with rigorous data analysis to drive category growth and retailer success.…

Loretta M. Lafont

I am a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have led private-label development, merchandising strategy, and cross-functional teams to translate consumer insights into compelling brand experiences both online and in-store. I thrive in fast-paced retail and e-commerce settings, launching turnkey brands, optimizing shelf layouts, and delivering measurable increases in velocity and sell-through. My hands-on approach combines creative product development with rigorous data analysis to drive category growth and retailer success.…

Available to hire

I am a dynamic Brand Management professional and entrepreneur with 15+ years of experience building, positioning, and growing products in retail environments. I have led private-label development, merchandising strategy, and cross-functional teams to translate consumer insights into compelling brand experiences both online and in-store.

I thrive in fast-paced retail and e-commerce settings, launching turnkey brands, optimizing shelf layouts, and delivering measurable increases in velocity and sell-through. My hands-on approach combines creative product development with rigorous data analysis to drive category growth and retailer success.

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Skills

Experience Level

Microsoft Excel
Expert
WordPress
Expert
Branding
Expert
Copywriting
Expert
Brand Identity
Expert
Web Design
Expert
SEO
Expert
Logo
Expert
Microsoft Word
Expert
Product Design
Expert
Squarespace
Expert
Mailchimp
Intermediate
Email Design
Intermediate
Data Visualization
Intermediate
HTML5
Intermediate
POS
Intermediate
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Language

English
Fluent

Work Experience

Merchandiser & Brand Lead at Merchandising Consultants Associates (MCA)
June 9, 2025 - December 10, 2024
Spearheaded in-store brand activations, merchandising resets, and promotional roll-outs for multiple major retailers. Collaborated with brand managers to refine shelf layouts and planograms, boosting category velocity by 12% within the first quarter. Trained and mentored merchandisers on brand standards, compliance reporting, and effective store communication. Analyzed 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 10, 2023 - January 30, 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 29, 2024 - November 1, 2030
Built a turnkey e-commerce tea brand encompassing product development, private labeling, packaging design, and digital storefront. Launched a tiered membership program yielding a 20% month-over-month subscription growth. Managed SEO, blog content, and email campaigns, generating a 30% uplift in organic traffic.
Lead Merchandiser – Horticulture at Undisclosed private company
March 8, 2023 - September 28, 2023
Directed replenishment and display of seasonal plant assortments, coordinating 15–30 pallets weekly per store. Implemented planogram adjustments reducing out-of-stocks by 25% and improving visual impact. Scheduled and supervised assistant merchandisers, ensuring efficient task completion and quality control.

Education

Brand Management Certificate: Aligning Business, Brand & Behaviour at University of London (Coursera Online)
January 1, 2023 - March 1, 2023
Microsoft Azure Fundamentals & Identity Services (Modules Completed) at Microsoft Learn
October 1, 2022 - November 1, 2022
Caspio Application Development: User Permissions & Security (Intermediate) at Caspio
November 1, 2022 - December 1, 2022
AB Basic Security Training at Alberta Justice & Solicitor General
March 1, 2016 - March 1, 2016
Certificate in Food Sanitation & Hygiene at Alberta Health & Wellness
March 1, 2001 - March 1, 2001
Brand Management: Aligning Business, Brand & Behaviour at University of London (Online)
January 1, 2023 - March 31, 2023
Microsoft Azure Fundamentals & Identity Services (Modules Completed) at Microsoft
October 1, 2022 - November 30, 2022
Caspio Application Development: User Permissions & Security (Intermediate) at Caspio
November 1, 2022 - December 31, 2022
AB Basic Security Training at Alberta Justice & Solicitor General
March 1, 2016 - March 31, 2016
Certificate in Food Sanitation & Hygiene at Alberta Health & Wellness
March 1, 2001 - March 31, 2001

Qualifications

Brand Management: Aligning Business, Brand & Behaviour
January 1, 2023 - March 31, 2023
Microsoft Azure Fundamentals & Identity Services (Modules Completed)
October 1, 2022 - November 30, 2022
Caspio Application Development: User Permissions & Security (Intermediate)
November 1, 2022 - December 31, 2022
AB Basic Security Training
March 1, 2016 - March 31, 2016
Certificate in Food Sanitation & Hygiene
March 1, 2001 - March 31, 2001

Industry Experience

Retail, Consumer Goods, Wholesale & Distribution, Professional Services, Software & Internet, Media & Entertainment
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