CRM Lead

What you'll do

For nearly 60 years, Sports Experts has inspired Quebecers to embrace an active lifestyle. With over 100 stores across the province, we offer a wide range of apparel, footwear, and sporting equipment from renowned and exclusive brands. As the destination to stay fit, live well, we take pride in our commitment to sports and outdoor communities, notably through our Atmosphere banner.

The CRM Lead is responsible for defining and executing the annual strategy for the newsletter channel, with the goal of maximizing customer acquisition, engagement and retention across the Sports Experts, Atmosphere, and Trio Hockey banners. Reporting to the Media and Go-To-Market Manager, this role serves as an internal expert and plays a key role in optimizing our customer database and journeys. This position requires a strong balance of technical and strategic skills, advanced analytical capabilities, and a deep understanding of the digital ecosystem. The CRM Lead will be a cornerstone in developing our CRM initiatives, enabling content personalization, driving growth and contributing to the company’s business objectives.

• Define and implement the annual newsletter strategy, covering acquisition, segmentation, engagement, retention, and performance.
• Manage external partners, including the CRM platform provider and agency.
• Oversee budget planning and daily expense tracking.
• CRM Expertise:Administer the CRM platformDesign and optimize customer journeys and automation workflows.Segment and manage subscriber lists.Create forms (e.g., contests, newsletter sign-ups) and templates.Train internal teams on CRM tools and best practices.
• Project Management:Analyze and evaluate projects based on cost, resources and expected benefits.Monitor progress and manage timelines on a weekly basis.Provide technical support throughout project execution.
• Analyze newsletter channel performance, share insights with internal teams and leadership and recommend actionable improvements.
• Support the content creation and integration of daily newsletters.
• Build strong relationships with CRM experts at Canadian Tire to foster best practice sharing and identify opportunities across banners.
• Stay informed on market innovations and emerging trends.

What you bring

• Bachelor’s degree in marketing, communications, e-commerce, or a related field.

• 6 to 8 years of experience in CRM and digital marketing.

• Proficiency with CRM platforms and knowledge of HTML.

• Familiarity with Google tools (Analytics, Tag Manager, etc.).

• Proficiency with Microsoft Office tools (Excel, PowerPoint, etc.).

• Solid understanding of the digital ecosystem and business challenges.

• Ability to manage multiple projects simultaneously and thrive in a fast-paced, ever-evolving environment.

• Strong analytical skills with the ability to translate data into actionable insights.

• Team player with curiosity, autonomy, resourcefulness and a self-starter mindset.

• Ability to simplify complex concepts for various levels of management.

• Bilingual (French and English, spoken and written).

• Experience in retail (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

Our typical hiring range is between $53,000 and $88,000. Salary decisions are also dependent on other factors such as your experience, job-related knowledge, skills and competencies, market location, industry benchmarks, internal equity and other role-specific requirements.

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This posting represents an existing vacancy within our organization.