Joshua Secrest’s new role represents a continuation of his long-standing commitment to the retail sector and underscores the foundational importance of designing effective people programs for high-volume, frontline organizations.
We are thrilled to announce that Joshua Secrest, head of frontline marketing and customer advocacy at Workday Paradox has been named to the National Retail Federation (NRF) Foundation board of directors.
Secrest joins a prestigious roster of leaders from brands like Macy’s, Target, and Walmart to help shape the future of the retail workforce. For Secrest, this appointment is the culmination of a lifelong career in the industry, one that started long before he entered the corporate world.
“With deep experience in talent acquisition and retail, Josh brings technical expertise on the latest trends shaping how retailers find, recruit and hire talent,” said Adam Lukoskie, executive director, NRF Foundation. “His network and passion for developing retail talent will strengthen the NRF Foundation’s ability to connect job seekers with meaningful careers and help retailers build strong, future-ready teams.”
Following the NRF annual conference in January, Secrest expressed gratitude to be given the chance to help retail’s future leaders—and he noted how important the industry is to the broader economy.
“Retail gave me my start. Now I’m grateful to help others get theirs,” Secrest said. “With one in four U.S. jobs in retail, the industry remains a critical on-ramp for millions.
“After meeting 1,600 students in the NRF Foundation’s Student Program—and watching 40,000 people join us in NYC for the Big Show—it’s clear the future of the industry is showing up in force.”
“With one in four U.S. jobs in retail, the industry remains a critical on-ramp for millions.”
Josh Secrest
Head of frontline marketing
Workday Paradox
With the rapid adoption of AI across the retail sector, the foundation and Workday are collaborating on a toolkit designed to support both job seekers and retailers. It will help job seekers understand how to best use and navigate AI in their search and application process, while also providing retailers with industry best practices for using AI in hiring.
The NRF Foundation plays an essential role in connecting education and career opportunities with the companies that define the retail industry. Secrest said the mission aligns perfectly with his long-standing passion for mentorship, dating back to his time building Abercrombie’s university recruiting program from a few dozen hires to several hundred per year.
As a board member, Secrest will champion the financial case for AI in retail and advocate for the next generation of frontline talent.
Secrest’s retail journey began in Schaumburg, Illinois, where he and his brother launched Sodapop, a small business selling custom t-shirts to classmates and sports teams out of the trunk of their car. That entrepreneurial spark followed him to Yale University, where he partnered with the school to design and sell apparel, and eventually landed him at Abercrombie & Fitch.
Starting as a merchandiser, Secrest oversaw the production and sales of millions of graphic tees globally. It was here that he was tapped for a leadership rotation in HR—a one-year stint that turned into a 13-year tenure leading global talent, culture, and philanthropy.
“I saw the power of a retail career firsthand,” Secrest says. “I gained exposure to important decisions at an early age, learned from executives, and had the ability to be creative and analytical on a daily basis.”
This unique background—transitioning from the business side to the people side—shaped Secrest’s philosophy that HR must operate with the speed and analytical rigor of a sales function.
After leading global talent strategy at McDonald’s, where he supported the hiring of millions annually and helped pioneer new frontline hiring technologies, Secrest now partners with global brands at Workday to reimagine hiring through AI. He is also on the board of the National Restaurant Association.
“For high-volume retail, speed isn’t just about efficiency—it can be a direct line to revenue,” Secrest said. “Every day a store is understaffed, you’re looking at a measurable loss on the balance sheet.”
Closing that gap requires a fundamental shift in strategy, and Secrest’s appointment reinforces a critical shift in how we view the retail workforce. By treating talent acquisition as a revenue engine rather than a back-office function, leaders can stop managing headcount and start architecting value. That is the “merchant mindset” Secrest brings to the NRF Foundation—and exactly the perspective the industry needs right now.
Top talent is at risk: 75% of industries currently show an increase in high-potential voluntary turnover. Understand the potential market impact and strategies to retain your strongest performers in this Workday report.
The retail industry is evolving rapidly, driven by five key trends, including a deep focus on personalization. For retailers to thrive and succeed in today's ever-changing market, they must embrace these business-critical shifts.
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