Margaret Case Little is senior director of communications and brand strategy at the National Retail Federation. In this role, she is responsible for building NRF’s public-facing communications and advocacy campaigns and increasing NRF’s brand visibility among target audiences.

With a combination of political and association experience, Little plays a key role in developing strategic messaging and creative communications tactics to advance the retail industry agenda. As a highly-skilled leader in her field, she has pioneered a host of new initiatives across the organization, including Retail’s Night Out in Washington, D.C., the Retail Across America road trip series, NRF’s multimillion-dollar Retail Means Jobs campaign, a nationwide video contest to find the best retail story in America, and continues oversight of the organization’s high-profile reputational campaign,This is Retail. Early in her tenure at NRF, Little helped establish the organization in the social media and digital content production spaces, as well as managed digital communications strategy and paid advertising. As a spokesperson and communications strategist, Little speaks regularly on campaign management, issue advocacy, and new media strategy. In 2013, she was named one of PR News’ People-to-Watch Under 30.Prior to joining NRF, 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.