Margaret Case Little is senior director of strategic initiatives at the National Retail Federation. In this role, she is responsible for building NRF’s public-facing communications and advocacy campaigns.
Little has played a key role in developing strategic messaging and creative communications tactics to advance the retail industry agenda. As senior director of strategic initiatives, Little’s main responsibility includes management of This is Retail, a national industry perception campaign which highlights the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation. In 2011 and 2012, her primary focus was the execution of NRF’s multimillion-dollar Retail Means Jobscampaign, including a nationwide video contest to find the best retail story in America. Before moving to full-time campaign management, Little managed digital communication strategy for NRF, helping establish the organization in the social media and digital content production spaces. She has also ushered in a new perspective on the execution of NRF’s Annual Report and paid advertising efforts.
In 2013, Little was named one of PR News’ People-to-Watch Under 30. Her work has been covered in the media by Women’s Wear Daily, ABC News, Politico, The Hill and Advertising Age, among others.
Prior to joining NRF in 2010, Little served as legislative staff for U.S. Senator Richard Shelby.
Little is originally from Northport, Alabama and holds a political science degree from the University of Alabama.