Brand Consultant

The Consumer Brands team at Canadian Tire Corporation is a great example of our retail evolution, bringing together all the owned brands from across our family of companies to drive our growth strategy further. We are providing Canadians with unprecedented innovation, value, and excitement through great new brands such as FWD, and the renovation of long-established brands such as Ripzone and Woods. Many of our exclusive Owned Brands have earned a level of credibility that is on par with top industry brands and are sought after by consumers from across the country.

Brand Management is at the core of what we do within the Consumer Brands team. It serves as a fundamental training ground for individuals looking to build their marketing careers and leadership capabilities. The strategic components that are required to build and manage our Owned Brands are an essential part of differentiating Sport Chek as a retailer in the Canadian marketplace and beyond. Given the nature of Brand Management, there is significant interaction with key cross-functional partners, notably Customer Insights, Product Development, Content, Merchandising, E-Commerce, International, Strategic Marketing and Quality Assurance.

Key Responsibilities

Brand Strategy Execution & Governance

• Execute approved brand strategies by independently managing defined initiatives, product programs, or seasonal capsules within established brand and portfolio guardrails.

• Apply and uphold brand standards across all consumer touchpoints, including product, packaging, marketing, and digital assets.

• Act as a brand gatekeeper—identifying risks, inconsistencies, and opportunities early and escalating decisions as required.

Project & Initiative Ownership

• Lead defined brand initiatives end‑to‑end, including:

  GTM strategy and execution

  Line extensions and assortment refreshes

  Sub‑programs within core brands

• Own project timelines, milestones, and cross‑functional coordination from brief through launch.

• Manage executional trade‑offs within approved parameters and escalate risks or scope changes to the Brand Manager.

Product, Packaging & Commercialization

• Lead execution of product and packaging initiatives from concept to market with oversight from the Brand Manager.

• Develop clear, execution‑ready briefs for Packaging Design, Creative, and external vendors.

• Partner closely with Product Development and Quality teams to ensure brand integrity, readiness, and on‑time delivery.

• Own brand reviews and approvals at key milestones.

Brand Communications & Campaign Execution

• Lead the development and execution of brand and campaign assets aligned to approved messaging and channel strategy.

• Support product launches through creation and coordination of launch toolkits, e‑commerce content, and in‑store/digital assets.

• Work with Creative and Media partners as the day‑to‑day brand contact on approved initiatives.

Stakeholder & Agency Management

• Serve as the primary executional contact for internal partners (Packaging, Creative, Media, Category support teams) and external agencies on assigned initiatives.

• Proactively manage interdependencies, timelines, and expectations to ensure smooth delivery.

• Escalate decisions, risks, or trade‑offs that impact strategy, budget, or timelines.

Business & Performance Support

• Lead monthly reporting on Brand performance across a range of KPI’s – Sales, Margin, Penetration etc. and be able to identify trends and provide data led recommendations on how to path forward.

• Track initiative‑level budgets, timelines, and deliverables, providing visibility and proactive risk management.

• Compile post‑launch summaries, performance inputs, and learnings to inform future programs.

• Support Brand Managers with structured inputs for business reviews and recaps – supporting on forecasts exercises and BM P&L management.

Skills & Capabilities

Required

• Strong ability to self-direct work, navigate ambiguity, and willingness to take an entrepreneurial approach to running their business portfolio.

• Strong understanding of brand fundamentals, execution, and governance.

• Proven ability to independently manage complex projects with multiple stakeholders.

• High attention to detail and ability to manage volume in a fast‑paced environment.

• Clear communicator who can confidently collaborate, influence, and escalate when needed.

• Strong organizational, prioritization, and follow‑through skills.

• Strong analytical and business acumen skills.

Preferred

• Experience supporting or leading product and packaging commercialization.

• Familiarity with retail and/or private label management.

• Experience working with agencies and vendors.

• Comfort working with trackers, briefs, and structured workflows.

Experience & Education

• Post‑secondary education in Business, Marketing, or a related field.

• 2–5 years of experience in Brand, Marketing, Product, or related roles.

• Retail, consumer goods, or mass merchant experience is an asset.

Our typical hiring range is between $53,000.00 and $88,000.00 CAD Annual. The target salary range is between $60,000.00 and $70,000.00 CAD Annual. 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.

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.