Alexa Herman is a marketing manager at the National Retail Federation. In this role, she manages member recruitment initiatives, industry engagement activities, sponsorship opportunities and email marketing campaigns for targeted audiences to promote events, research and resources to the retail industry. She also manages virtual events and executes the organization’s monthly member newsletter.
Herman has held progressive roles in NRF’s marketing department since summer 2020, starting as a digital marketing intern then moving into a marketing coordinator role before being promoted to her former role as marketing specialist in 2021. Prior to joining NRF, Herman was the strategic consultant for Towson University Athletics, where she managed marketing, social media and email outreach campaigns. She previously served as a brand analyst intern at Marriott International and interned for two years at The Brand Guild.
Originally from North Potomac, Md., Herman is an alumna of Towson University and its Honors College where she earned a bachelor’s degree in communication studies and a minor in marketing. Herman proudly served as the commencement speaker at Towson University's graduation in 2020.
