As the Digital Age ushers in new retail roles, ensure your hiring strategy is optimized for 21st century–style selling Illustration by Mario Wagner When LVMH chairman and CEO Bernard Arnault’s talented son Frédéric Arnault joined his father’s global luxury conglomerate in late 2018, he didn’t onboard as a chief marketing officer or head of business development. Instead, the 23-year-old stepped into the role of strategy and digital director for LVMH-owned Swiss watch brand TAG Heuer. The technology-forward position—and the fact that one of Bernard Arnault’s offspring aspired to inhabit it—embodies the changes currently happening in retail ranks. As e-commerce, social media, and digital marketing and advertising become crucial to retailing, jobs are being reshuffled and new roles are being created. For retail juggernauts such as LVMH, the shifts have led to the creation