Product Manager, Tires and Wheels

What you’ll do

Reporting to the AVP, Tires & Automotive Outdoor Adventure, the Product Manager, Tires and Wheels is accountable for the strategy, performance, and evolution of the national Tires and Wheels business. Working closely with the Category Business Managers (CBM) for Tires and Wheels, this role leads the SKU assortment, pricing, lifecycle strategy, and store stocking recommendations across owned and national brands, ensuring Canadian Tire delivers the right products, in the right place, at the right price.

The Product Manager also leads the Road Rated, tire performance testing program, to provide our customers with objective performance data to help them select the tire that meets their driving needs and ensuring that our owned brand tires deliver performance value as compared to the national brands. The Product Manager provides direction to the CBMs and supports CTR retail stores and cross-functional teams through business analytics and reports.

• Own and evolve the Tires and Wheels product strategy

• Own the end‑to‑end strategy for the Tires and Wheels category, translating customer needs, market trends, and competitive dynamics into a clear assortment and pricing direction. Continuously evaluate category performance, customer behavior, and external market signals to refine strategic priorities. Ensure the strategy balances customer relevance, differentiation, and financial objectives, including sales growth, margin, inventory productivity, and long‑term category health.

• Provide leadership and direction to the Category Management team

• Provide day‑to‑day leadership, coaching, and strategic direction to the Category Management team to ensure focus on the highest‑impact initiatives. Set clear priorities, objectives, and expectations, enabling the team to deliver timely, accurate, and actionable insights. Foster a high‑performance culture that emphasizes analytical rigor, customer‑centric thinking, and strong cross‑functional collaboration with Merchandising, Pricing, Supply Chain, Marketing, and Finance.

• Lead assortment and pricing through Line Reviews

• Lead structured Line Reviews to assess and optimize SKU‑level assortment and pricing decisions across Tires and Wheels. Establish clear strategic guardrails—such as price ladders, good/better/best architecture, and role of Owned vs. National Brands—to guide decisions. Make data‑driven assortment changes that improve productivity, profitability, and customer relevance while managing complexity, vendor mix, and lifecycle transitions (new item introduction, rationalization, and exits).

• Develop and govern pricing strategy for Tires and Wheels

• Define, implement, and govern a comprehensive pricing strategy that aligns with brand positioning and financial goals. Leverage market price intelligence, competitive benchmarking, elasticity insights, and cost inputs to balance price competitiveness and margin performance. Partner with Pricing, Finance, and Merchandising to ensure pricing decisions are consistent, scalable, and responsive to market changes, promotional cadence, and customer expectations.

• Set the vision and roadmap for the Road Rated tire testing program

• Establish the long‑term vision, objectives, and roadmap for the Road Rated tire testing program, ensuring it delivers meaningful differentiation and credible performance insights. Align testing outputs to support assortment decisions, Owned Brand development, and clear customer communication. Ensure results are integrated into product selection, marketing content, and in‑store/digital storytelling to build trust, transparency, and confidence in the category offering.

• Drive continuous improvement across processes, tools, reports, and ways of working

• Continuously assess and improve category management processes, tools, and reporting to increase efficiency, accuracy, and decision quality. Identify opportunities to simplify workflows, standardize best practices, and enhance analytical capabilities. Champion improvements that reduce manual effort, improve insight timeliness, and enable the team and stakeholders to focus on higher‑value, strategic work.

What you bring

• A strong track record of delivering results through product, assortment, or category leadership.

• Proven people leadership skills with experience coaching and developing high‑performing teams.

• Strategic and analytical mindset with the ability to translate data into action.

• Ability to influence cross‑functional stakeholders and vendor partners.

• Strong problem‑solving capabilities and comfort operating in ambiguity.

• Post‑secondary education or equivalent work experience.

• Experience with analytics, modeling, and data visualization tools.

• Working knowledge of the automotive industry, specifically Tires and Wheels, is an asset.

We’re always looking for great talent! In addition to competitive pay, we offer:

• Comprehensive benefits and retirement programs

• Performance incentives, Continuing Education Programs

• Other perks to support your well-being

• Career growth opportunities and product discounts

Broadband Salary Range: $81,000 – $131,000 CAD.

Our typical hiring range is between $100,000 and $120,000 CAD. Salary decisions are also dependent on other factors such as your experience, industry benchmarks, internal equity and other role-specific requirements. For critical roles, the compensation offering will be reviewed to ensure alignment with market rate and conditions and the unique value you bring to the role.

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This posting represents an existing vacancy within our organization.

We may use artificial intelligence tools as part of our recruitment process to assist in the initial screening of resumes. All hiring decisions, including candidate evaluation, selection, and disposition, are made by human recruiters.