My poor nipple!

Ladies, my son cannot latch correctly on my right breast most of the time. It hurts like a SOB and my nipple gets all deformed. I take him off and relatch him when its hurts. Does this happen to anyone else? Is there something I can do to help him latch correctly? I gently pull his jaw down to open his mouth more, like my lactation nurse taught me but it doesn’t seem to help. I’m putting cream on it but its so tender tight now that even pumping makes me want to scream. He’s almost 4 weeks old, btw.

I’m also using a nipple shield for the time being.