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I am a dynamic Brand Management professional with 15+ years of experience building, positioning, and growing products in retail environments. I’ve led private-label development, merchandising strategy, and cross-functional teams to drive brand growth from concept to shelf. My work spans in-store activations, e-commerce, and integrated marketing, always grounded in consumer insight and measurable results. I excel at translating consumer insights into compelling brand experiences online and in-store, coordinating cross-functional teams, and driving measurable outcomes across retail resets, promotions, and digital storefronts. I thrive in fast-paced environments, adapt quickly to changing priorities, and am passionate about elevating brands through strategic storytelling and practical execution.…I am a dynamic Brand Management professional with 15+ years of experience building, positioning, and growing products in retail environments. I’ve led private-label development, merchandising strategy, and cross-functional teams to drive brand growth from concept to shelf. My work spans in-store activations, e-commerce, and integrated marketing, always grounded in consumer insight and measurable results. I excel at translating consumer insights into compelling brand experiences online and in-store, coordinating cross-functional teams, and driving measurable outcomes across retail resets, promotions, and digital storefronts. I thrive in fast-paced environments, adapt quickly to changing priorities, and am passionate about elevating brands through strategic storytelling and practical execution.

Loretta Lafont

Merchandiser, Brand Strategist, Marketing Strategist, +4

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I am a dynamic Brand Management professional with 15+ years of experience building, positioning, and growing products in retail environments. I’ve led private-label development, merchandising strategy, and cross-functional teams to drive brand growth from concept to shelf. My work spans in-store activations, e-commerce, and integrated marketing, always grounded in consumer insight and measurable results. I excel at translating consumer insights into compelling brand experiences online and in-store, coordinating cross-functional teams, and driving measurable outcomes across retail resets, promotions, and digital storefronts. I thrive in fast-paced environments, adapt quickly to changing priorities, and am passionate about elevating brands through strategic storytelling and practical execution.…I am a dynamic Brand Management professional with 15+ years of experience building, positioning, and growing products in retail environments. I’ve led private-label development, merchandising strategy, and cross-functional teams to drive brand growth from concept to shelf. My work spans in-store activations, e-commerce, and integrated marketing, always grounded in consumer insight and measurable results. I excel at translating consumer insights into compelling brand experiences online and in-store, coordinating cross-functional teams, and driving measurable outcomes across retail resets, promotions, and digital storefronts. I thrive in fast-paced environments, adapt quickly to changing priorities, and am passionate about elevating brands through strategic storytelling and practical execution.

Available to hire

I am a dynamic Brand Management professional with 15+ years of experience building, positioning, and growing products in retail environments. I’ve led private-label development, merchandising strategy, and cross-functional teams to drive brand growth from concept to shelf. My work spans in-store activations, e-commerce, and integrated marketing, always grounded in consumer insight and measurable results.

I excel at translating consumer insights into compelling brand experiences online and in-store, coordinating cross-functional teams, and driving measurable outcomes across retail resets, promotions, and digital storefronts. I thrive in fast-paced environments, adapt quickly to changing priorities, and am passionate about elevating brands through strategic storytelling and practical execution.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

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.