About Me.

I’m Laila Senff — a merchandising and brand marketing professional with a passion for storytelling, strategy, and creative connection.

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After earning my degree in Merchandising, Apparel, and Textiles from the University of Kentucky, I’ve built a multi-faceted career at the intersection of fashion, retail, and content creation. My work blends data-informed decision-making with imaginative execution, always with the goal of elevating brand identity and deepening customer engagement.

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I began my journey at Armory Print Works, a promotional merchandise agency, where I managed a portfolio of wholesale accounts and served as the primary point of contact for clients. I played a key role in driving sales through tailored product recommendations, while also overseeing the end-to-end process of custom merchandise — from research and sourcing to purchasing and delivery. This experience sharpened my client service skills and gave me a strong foundation in brand-consistent product development and logistics.

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At Free People Movement, I stepped into a leadership role that combined retail strategy, community engagement, and experiential marketing. I led the charge on visual merchandising and store layout optimization, directly contributing to a 45% increase in sales over six months. I also spearheaded large-scale in-store events — including our signature Run Club series in partnership with brands like HOKA and Perfect Bar — drawing over 250 attendees and amplifying local brand presence. Beyond events, I focused on building lasting customer relationships and cultivating a loyal brand community across the DFW area.

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Most recently, I joined Wyld Blue, where I helped launch the brand in the Dallas market. I supported product curation through market research and trend analysis, ensuring our inventory reflected both the brand’s identity and the desires of our local audience. I also led digital content and social media strategy — creating original graphics, video, and Meta ads that drove engagement and visibility. From in-store events to campaign planning, I loved building brand moments that resonated with our community.

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I bring a well-rounded, hands-on approach to every project — blending creative intuition with strategic thinking. Whether I’m developing digital content, analyzing trends, or producing brand activations, I’m driven by a desire to create meaningful, memorable experiences that move both people and business forward