Alexa Herman is a marketing specialist at the National Retail Federation. In this role, she oversees 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 marketing specialist in 2021. Prior to joining NRF, Herman was the strategic consultant for Towson University Athletics. In this role, she managed marketing, social media and email outreach campaigns as well as survey development and rebranding initiatives. She previously served as a brand analyst intern at Marriott International, where she analyzed guest reviews to better understand consumer trends and social media engagement. In addition, Herman interned for two years at The Brand Guild, where she worked on partnership outreach and crafting proposals for potential new clients.
Herman is an alumna of Towson University and its Honors College. She earned a bachelor’s degree in communication studies and a minor in marketing and served as the commencement speaker at Towson University's graduation in 2020.