hi, I'm Loretta. 🦦
It's a pleasure to e-meet you! I establish and develop business growth opportunities in the following disciplinaries (yep, I truly enjoy wearing many hats!):
+ Sales & Omnichannel Marketing
+ Account/Project Management
+ Budgeting & Financial Analysis
+ Business Strategy & Development
+ Product Research & Development
+ Brand Identity & Messaging
+ Data Analysis
+ Creative Direction
+ UX/UI/Web Development
(&henri)
(&henri)
ABOUT
I recently served as General Manager for two years at LA Artisan, a growing beverage CPG company. I audited and redeveloped the overall strategy for their flagship product, Grass Fed Coffee, resulting in a 50% decrease in operational costs and a 40% increase in brand exposure. Additionally, I managed logistics among our 3PL partner, sales team, and 4 major distributors. Later, I spearheaded Rad Rooster, a second brand set to launch this summer. I revamped the original shrink-sleeve concept and refined the voice of the brand. I frequently met with partners and contractors to complete our 6 SKUs, establish COGs, and build supplier lists, while simultaneously preparing analyses and launching strategies to present to our CEO.
My background is in risk analysis (former insurance underwriter and manager), account management, product development, marketing, and web development. My strengths have mostly emerged in optimizing user-centered concepts and creating efficient operational processes and workflows with various systems and platforms. My most recent professional development studies included a full-stack web development immersive to challenge and enhance my problem-solving and logic skill sets. During this 12-week program, I built a game application using HTML, CSS, and JavaScript, a fashion wholesale application using Ruby on Rails, a payment logging application using NodeJS, Express, and MongoDB, with Twilio integrated as a third-party API, and a policy management application in MERN stack. Understanding the structure and operation of a business in addition to the digital space can come with many challenges, but I have the skills needed to bridge the communication gap in the technical and non-technical teams. In 2014, I also established a passion project turned small business in product development and white-labeling for photo booth brands. We originally launched adopting the B2C model but now operate as B2B with brands across LA, SF, NYC, and PA.
My specialty and passions include working with but not limited to non-profits, technology start-ups, consumer packaged goods, and fashion brands.
Platforms & Skills: Microsoft Office, User Testing, Usability Testing, Trello, Git/GitHub, HTML, CSS, JavaScript, Bootstrap, Ruby on Rails, MERN Stack, Third Party APIs, PostSQL, SEO, Shopify, Squarespace, WordPress, Photoshop, Lightroom, QuickBooks, Sales, Customer Service, Customer Support, Branding, Marketing, and E-Commerce
During my spare time, you will most likely find me hanging with my pup while woodworking, urban gardening, propagating NASA-recommended plants, and mastering the craft of ceramics. I also enjoy watching various sports games, reading/studying/working or listening to podcasts at a coffee or milk tea shop, attending local concerts, taco stand-hopping with my friends...or eating pizza...or fries...or sushi...or ramen...yum. 🌮 🍕 🍟 🍣 🍜
Podcast playlist & faves: Foundering, HBR IdeaCast, NPR News Now, Robinhood Snacks Daily, Taste Radio, and Yang Speaks
PROJECTS
*Additional projects and scope details available upon request.
Prior to the retail distribution in natural chains, I focused on the creative direction and marketing channels on the consumer side. In addition to supervising day-to-day operations for Grass Fed Coffee, I led the implementation of a new funnel and marketing campaign that generated an additional $5-$10K revenue per month. Once distribution was established within 100+ retailers and c-stores, I took the lead to assess P&L analyses and prepared projections to forecast inventory needs, shipment allocations, and distribution
Attended trade shows and provided knowledge and positive experiences to buyers to make a lasting impression of the brand in the marketplace. Networked, connected and maintained relationships with East Coast and West Coast buyers; prepare emails, look books, marketing material, presentations, estimates, and bids as necessary to meet specific buyer needs
Connect Four (Simpsons-themed!) is a game application and was the first project I built during my full-stack immersive program. This application was built using HTML, CSS, and JavaScript within a 3-day sprint
Policy Manager (BETA) is an application concept I created for small business owners to consolidate the management of important information regarding their business like insurance policies. Policy Manager (BETA) was built in React, Node.js, Express, MongoDB, and Mongoose within a 4-day sprint
User Stories on Flash Seats' mobile product. This presentation was created as a quick, personal project to help improve on the application's features and UI design while using it to purchase tickets to a Clippers game
A product development passion project turned small business into white-labeling for photo booth brands. Originally launched adopting the B2C model but now operated as B2B with brands across the East and West coast. We hosted our photo booth for Dick Van Dyke's charity event in 2014! www.thesocialboothco.com
Launched and maintained new revenue-generating platforms for wholesale and retail markets with content management systems
Marketing and Design; email campaigns for a client's Spring and Summer collections. All designs were created in Adobe Photoshop
Lead the digital strategy and execution of short and long-term actionable plans to maximize ROI and drive awareness and traffic through new customer acquisition and conversions, as well as retaining and re-engaging existing customers
PayUp is an application that keeps track of family and/or friends that owe money and sends text messages as a friendly reminder. This application was build in Node.js, Express, MongoDB, and Twilio integrated as a third-party API and was built within a 5-day sprint with two other team members
Social Media content creation and management for @henrithedoggo. Slowly building his following to become insta-dog famous. Kidding, but not really kidding...
Developed, tested, and implemented systems for long-term growth and scaling in 4 months; produced $50K+ monthly revenue
The branding design process life-cycle for Rad Rooster took a total of 10 months to complete. On a weekly basis, I visited grocery retailers for merchandising analyses and reviewed numerous brands to better understand how to maximize our product label space. Additionally, I did extensive research on the FDA rules and regulations required on RTD beverages to make sure the NFP would be in compliance once distribution began. Instead of hiring a CPG design agency, I utilized my network and contracted a friend to work with me and help bring my design concept to life. I improved the initial formulation by enhancing its flavor profile and efficacy with the help of our formulation partner. Six SKUs were set to be produced for the pilot run. Simultaneously, I started working on the brand's go-to-market strategy for Y1.
Linesheets is a B2B application for fashion wholesalers to display their merchandise collection digitally in a simple and clean gallery-like layout and was built using Ruby on Rails within a 5-day sprint
Business Strategy and Operations Consultant for advising, and Project Manager for support in leading and implementing the Scope of Work. Deliverables pipeline included the creation and management of technical systems/processes, user guides and templates for fulfillment/production and operations, restructure of office and warehouse layout, e-commerce/CRM systems initiatives & implementation, new marketing initiatives & implementation
5 Feature Improvements for Stamps.com Online "Mail" page during my initial phone interview. This assignment focused on the application's features, UX, and UI design
Freelance Photography Portfolio 2011 to 2016. All photographs are edited with Adobe Lightroom and Photoshop
