Reunited CPG industry through membership, events and education for its primary trade association. Built a strong community of industry CEOs, substantially grew membership and created new educational offerings – efforts which drove a 50% increase in revenue in three years.

Led the NRF Foundation, the philanthropic arm of the National Retail Federation, and a team who shapes retail's future by demonstrating retail as an industry of opportunity and provides resources to prepare people for retail jobs that lead to promising careers. Also led the NRF research team and oversaw strategic, organization-wide initiatives in partnership with the CEO and Board leadership.

Built and managed a team charged with shaping retail’s future through awareness building, training and education, and scholarship programs. Transformed the Foundation to create better alignment with NRF’s strategic plan and priorities, tripled the organization's operating budget, revolutionized the NRF Foundation Board of Directors, and created myriad programs to help retailers attract and retain talent at all levels of their organization. This included the launch of RISE Up, a groundbreaking training and credentialing initiative designed by the retail industry to help people — regardless of education, background, economic means or age — acquire the skills they need to secure jobs in retail and advance into promising careers.

During this period, the NRF Foundation dramatically shifted its mission and purpose to help jobseekers at all levels understand career opportunities available in the retail industry. NRF used these efforts to drive greater interest in retail among jobseekers and also to bolster its advocacy efforts in positioning retail as a career of opportunity.Davis worked with top industry executives and educators to promote retail careers to jobseekers – including students, veterans and digital talent. She built and developed a team that managed NRF's research initiatives, several scholarship programs, retail conference content for students, partnerships with dozens of prominent universities, retail certification and training, the NRF Student Association, and Retail Jobs powered by NRF. As a member of the NRF executive team, Davis shaped the organization's strategic objectives and often served as a chief spokesperson for NRF on retail industry news and trends.

* Oversaw team responsible for all NRF communication vehicles including NRF SmartBrief, Retail’s BIG Blog and NRF homepage, as well as all industry media relations and consumer research* Primary spokesperson for NRF with high-level media; interviews included CNBC’s “Power Lunch” and CNN’s “State of the Union with Candy Crowley”* Executed NRF’s multimillion-dollar “Retail Means Jobs” campaign, including launch of website RetailMeansJobs.com and NRF’s “This is Retail” video contest* Managed department budget; worked with vendors to significantly cut costs on NRF Annual Report and media monitoring service* Supervised all press-related components of NRF events, including Retail’s BIG Show in New York* Served as lead author on Retail’s BIG Blog covering retail trends, Q&As with executives, and conference coverage* Spearheaded development of NRF social media strategy, including Twitter, Facebook, LinkedIn and blog; created social media guidelines for NRF staff and consultants* Directly supervised media relations director, communications director, communications manager, PR agency and research firm

* Responsible for public relations strategy for NRF divisions Shop.org, NRF Foundation, the National Council of Chain Restaurants, and the Retail Advertising and Marketing Association* Shaped strategy, created messaging and crafted industry response during crises and controversial situations including retail crowd control issues, gift card legislation and fraud, RFID and the economy* Featured speaker on consumer trends at the National Stationery Show and All Candy EXPO* Conducted in-house media training for spokespeople; orchestrated and accompanied execs on media tours

Executed crisis communications campaigns on patent infringement litigation and internet ownership. Interacted extensively with media to raise client awareness, resulting in USA Today business cover story, Wall Street Journal exclusive, CNBC interview, and significant trade press coverage for relatively little-known company.

* Used research to identify trend of people shopping online on the Monday after Thanksgiving; coined the phrase “Cyber Monday,” now seen as the online equivalent to Black Friday* Managed Shop.org’s CyberMonday.com, which raised over $2.5 million for NRF’s scholarship fund* Wrote columns, speeches and op-eds for NRF executives, including NRF President and CEO

* First point of contact for all media; handled up to 100 calls per day during peak season* Wrote press releases on consumer trends, NRF events and retail sales* Identified new opportunities to bring retailers’ perspective into news stories* Monitored all media coverage and responded to inaccurate stories or negative news as appropriate

Managed design, copywriting, and production of all creative work including television and radio ads, newspaper and magazine ads, direct mail pieces, brochures, and newsletters. Also developed and implemented a five-month public relations campaign for Jefferson County Public Sewer District.

Executed events in 20 U.S. cities promoting Barbie and "Better Homes & Gardens" magazine. Served as primary contact for all media covering the event and trained and managed local event staff in each market.