Jennifer Crittenden
Retail Alliance
Retail Partner
Original Join Date: 2025
Professional Bio
Jenny Crittenden became CEO of Retail Alliance in February 2023 after serving as Senior Vice President beginning in 2022. She brings more than sixteen years of experience in the Main Street ecosystem, previously leading the Main Street Preservation Trust in Gloucester, VA, where she earned national accreditation and multiple state and national awards. She was honored with the Main Street Forward Award for her innovative recovery strategies, including launching an e-commerce platform to support downtown businesses during the pandemic.
A recognized speaker on retail and entrepreneurship, Crittenden has presented at local, state, and national events, including the Virginia Governor’s Summit, Downtown Intersections, Virginia Main Street communities, SBDC programs, and VEDA events. During COVID-19, she was appointed by Gov. Ralph Northam to represent small brick‑and‑mortar retailers on the Governor’s Business Task Force, helping shape Virginia’s reopening guidelines.
Jenny has extensive experience securing and managing grant programs, from early pilot initiatives such as DHCD’s Community Business Launch to Retail Alliance’s grant-funded retail technical assistance program. Under her leadership, Retail Alliance recently launched Retail Catalyst, an initiative designed to support small business growth. She also serves as a registered lobbyist and co-President of the Virginia Retail Federation and is Executive Director of the Retail Alliance Foundation.
Her professional recognitions include Inside Business’s Top 20 Women in Business (2021), CoVaBIZ Innovators & Disruptors: Women on the Leading Edge (2024), and inclusion in CoVaBIZ’s 150+ Most Influential People of Hampton Roads in both 2025 and 2026.
Jenny has two grown children, Vaughan Crittenden (Richmond) and Allison Crittenden (Washington, DC). She resides in Suffolk, VA with her rescue pup, Huck.
A recognized speaker on retail and entrepreneurship, Crittenden has presented at local, state, and national events, including the Virginia Governor’s Summit, Downtown Intersections, Virginia Main Street communities, SBDC programs, and VEDA events. During COVID-19, she was appointed by Gov. Ralph Northam to represent small brick‑and‑mortar retailers on the Governor’s Business Task Force, helping shape Virginia’s reopening guidelines.
Jenny has extensive experience securing and managing grant programs, from early pilot initiatives such as DHCD’s Community Business Launch to Retail Alliance’s grant-funded retail technical assistance program. Under her leadership, Retail Alliance recently launched Retail Catalyst, an initiative designed to support small business growth. She also serves as a registered lobbyist and co-President of the Virginia Retail Federation and is Executive Director of the Retail Alliance Foundation.
Her professional recognitions include Inside Business’s Top 20 Women in Business (2021), CoVaBIZ Innovators & Disruptors: Women on the Leading Edge (2024), and inclusion in CoVaBIZ’s 150+ Most Influential People of Hampton Roads in both 2025 and 2026.
Jenny has two grown children, Vaughan Crittenden (Richmond) and Allison Crittenden (Washington, DC). She resides in Suffolk, VA with her rescue pup, Huck.
Organization
Parent: Retail Alliance
101 W Main St Suite 905 Norfolk, VA 23510
757.466.1600