Ana Serafin Smith

Sr. Director, Media Relations

Ana Serafin Smith is senior director of media relations at the National Retail Federation. In this capacity, she is responsible for developing and managing NRF’s consumer spending research, retail trends, foundation initiatives and trade show media relations.  

Prior to joining NRF, Smith was a senior manager of public relations for 1-800-Flowers.com Inc., where she provided strategic corporate and consumer communications for its gourmet food division. She brings 10 years of consumer media relations experience supporting brands such as Walmart, Nintendo, Fannie May Chocolates, Cheryl’s Cookies & Brownies, Goose Island Beer Co., MillerCoors and Wrigley Jr. Co., among others.

Originally from Chicago, Smith has a Master of Arts in Public Relations and Advertising from DePaul University and obtained her B.A. in Communications at the University of Illinois at Urbana-Champaign. She currently resides in Washington, D.C., with her husband, Marvin.