Retail Alliance today announced the appointment of Jenny Crittenden as Senior Vice President, Retail Alliance, effective January 3, 2022. Most recently Ms. Crittenden led the Main Street Preservation Trust in Gloucester, VA.

In her nearly 16 years in this role, she led the non-profit from a fledging new Main Street program to being a nationally recognized and award-winning organization.

“The organization believes Jenny is the ideal candidate to take a leadership position within Retail Alliance and to be engaged with all four of our business units under the Retail Alliance umbrella,” Phil Scotti, Chair of Retail Alliance’s Board. “Her passion for helping retailers at different stages of growth makes her perfectly suited to continue Retail Alliance’s mission to be a trusted resource for the success of local retailers.”

Jenny is a speaker at the local, regional, state, and national levels in the area of retail and entrepreneurism. She has been serving on the Board of Directors for Retail Alliance since 2017 holding positions as the Membership Chair and also the Co-Legislative Chair for the Virginia Retail Federation. She has also been serving on the Executive Committee and the Retail Alliance Foundation Board. During the last two years, she has been utilized as a subject matter expert for teaching the Marketing module for the Retail Alliance Foundation’s Certificate in Retail Operations class (CROPS).

“We have all been impressed by her strong track record of innovation, execution, operational excellence, and developing teams that drive results,” commented Ray Mattes, President/CEO Retail Alliance. “Jenny has consistently delivered in both her role as Executive Director for the Main Street Preservation Trust as well as her part-time Director position for the Cook Foundation, a charitable arts foundation. She is a world-class leader, and we are excited to welcome her to Retail Alliance.”

During the COVID19 Pandemic, Jenny was appointed by Governor Northam to represent small brick and mortar retail on the Governor’s Small Business Task Force to assist with developing reopening guidelines in Virginia and was also awarded the distinct honor of a Main Street Forward Award at the national level that showcased examples of recovery and resiliency efforts for her concept and execution of an E-Commerce Platform that resulted in over $160,000 in gift voucher sales in a two week period for the Gloucester Main Street businesses. She has also served as the Marketing Chair and Sponsorship Chair for the Gloucester Arts Festival.

“Retail Alliance has been time tested and has proven itself the ‘go to’ resource for retailers for over 115 years. Joining this incredible team and serving as Senior Vice President is quite a distinguished honor,” said Ms. Crittenden. “This role will enable me to use the experience gained through my previous positions and apply it to the wider Hampton Roads region and retail industry.”

Jenny will be based in the Retail Alliance headquarters in Norfolk, Virginia.

About Retail Alliance

Retail Merchants Association of Tidewater, LLC (dba Retail Alliance) incorporates four separate businesses under its overarching umbrella. Visit for more information about each business unit.

  • Retail Alliance is the 501(c)(6) non-profit trade association serving the interests of local retailers in Hampton Roads since 1903. Retail Alliance is committed to strengthening the small business community in Hampton Roads by championing for our members’ success through education, collaboration, advocacy, and many other programs and perks.
  • After having operated as the sole credit bureau in Hampton Roads since 1903, and since 2001 with Equifax after their purchase of our credit files, RA Business Solutions was established as a for-profit organization in 2012 as the exclusive sales agent for Equifax in Virginia, North Carolina and South Carolina.
  • The Retail Alliance Foundation is a non-profit 501(c)(3) charity established in 2010 with the goal to develop and coordinate Retail Alliance’s educational and charitable efforts in support of existing and aspiring business owners.
  • The Virginia Retail Federation was established in 2007 as the joint advocacy effort between Retail Alliance and its Richmond partner, Retail Merchants Association to protect the interests of retailers throughout the entire Commonwealth of Virginia.