Director, Retail Experience & Communications

Director, Retail Experience & Communications

Full-time

Employee Type: Permanent

Full-Time/Part-Time: Full-Time

Compensation: CAD 130,000 - CAD 170,000 - yearly

KEY PERFORMANCE METRICS

Employee Engagement Score (field and team)

Net Promoter and CSAT Score

Balanced Scorecard targets

Conversion

Project Implementation Surveys

KEY ACCOUNTABILITIES

Strategic

Define and evolve the retail communications and experience strategy, including frameworks, tools, and operating models that enable execution excellence across stores

Act as a strategic thought partner across the organization, bringing forward insights on customer behavior, communication effectiveness, and emerging retail practices

Support or lead key strategic initiatives tied to the store experience, including those within broader transformation programs

Anticipate and respond to evolving customer, employee, and business needs, adjusting priorities and direction accordingly

Functional

Own the end-to-end retail communications ecosystem, ensuring clarity, consistency, and effectiveness across all channels (e.g., Employee Hub, SharePoint, internal platforms)

Establish and enforce communication standards and best practices across business partners to reduce noise, improve clarity, and enable store focus

Ensure communications are audience-specific, outcome-driven, and structured to support both strategic understanding and tactical execution

Elevate the customer and employee experience by ensuring retail initiatives are clearly understood, well-executed, and aligned to the broader Customer Experience Roadmap

Drive store adoption of customer experience standards and programs through effective communication, planning, and tools

Own the Retail Voice of the Customer platform (Alida), ensuring insights are captured, synthesized, and translated into actionable recommendations

Co‑own the retail workload and communications calendar (in partnership with Retail Operations) ensuring alignment across functions and disciplined management of store capacity

Translate enterprise initiatives into clear retail execution plans, ensuring alignment, timing, and operational feasibility

Continuously refine processes and tools to improve execution consistency and reduce friction for store teams

Establish and maintain a strong, continuous feedback loop between stores and Home Office, ensuring field insights inform decision‑making and that communication remains relevant, clear, and actionable

Lead the development and execution of large‑scale internal events (e.g., strategy meetings, conferences, holiday summits), ensuring high‑quality content, logistics, and engagement

Ensure all communications meet French language requirements, delivering efficient, high‑quality translation services

People

Lead and engage team to deliver strategic objectives through effective coaching and mentoring, identifying and developing emerging talent, and fostering an innovative, collaborative, and agile culture.

Foster a culture of innovation and continuous improvement focusing on customer and employee experience.

Accountable for the overall engagement, productivity, turnover and bench strength of the Retail Experience and Communications team

Collaborate with others to drive flexible and iterative solutions quickly and easily.

Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself.

Create and maintain channels for clear and transparent two‑way communication including through communication, discussion boards and meetings.

Cultural

Role model Indigo’s Guiding Principles and inspire a positive, customer‑centric culture which reflects Indigo’s mission of creating joy and enriching lives while maintaining brand standards.

Cultivate an environment of trust, joy and empowerment where the opinions, voices, and well‑being of employees are valued, enabling people to bring their best selves to work and learn from one another.

Embrace, champion and influence as a trusted and integrated agent of change for your team, the retail function, and the organization.

Embrace and champion technology that provides employees with high‑tech and high‑touch solutions to more efficiently serve Indigo’s customers.

Champion equitable access to information across all roles in the field (CER to GM), ensuring clarity, consistency, and relevance for both francophone and anglophone employees.

Celebrate diversity of thought and have an open mindset by taking an active role in fostering a culture of continual learning, taking risks without fearing making mistakes.

SCOPE

Reports To: VP, Retail Operations

Total Direct Reports: 4 (2 indirect)

KEY RELATIONSHIPS

Internal

Retail Leadership team

Retail Operations

Marketing, Loyalty, Events

Human Resources

Information Technology

External

QUALIFICATIONS

Work Experience / Education / Certifications

Demonstrated experience in retail communications with preference for also having exposure to retail operations in multi site and matrixed environments

10+ years’ people‑management & leadership experience

Post‑secondary education in Communications, Business or a related discipline

Intermediate proficiency with Microsoft Suite

Exceptional leader with ability to attract, retain and inspire the best talent

Ability to work collaboratively in a high performance organization

Curious, creative, and driven towards continuous improvement

Change leader who inspires their team to innovate and collaborate both within the team and cross‑functionally

Inspires and influences peers, business partners, and team towards new trends and new ways of working

Self‑starter with an ability to work at the highest levels with little supervision

Demonstrated ability to develop effective and collaborative relationships across the organization in pursuit of corporate goals

Ability to create partnerships and influence outcomes, utilizing effective communication skills and change management practices

Customer obsessed and passionate about the retail employee experience

Other (travel, Bilingual, etc.)

This role will require a minimum of 4 days per week at the Indigo Home Office (located at 620 King St W, Toronto, ON M6K 0C6, Canada)

Ability to travel independently up to 10% of the time

Bilingualism (English/French) an asset

At Indigo, Diversity, Equity, Inclusion, and Accessibility are core to our values. We integrate these principles into our training, policies, and hiring practices and continuously evolve to reflect the needs of the communities we serve. We welcome applicants from all backgrounds and lived experiences, including but not limited to individuals who identify as BIPOC (Black, Indigenous, and People of Color), members of the 2SLGBTQIA+ community, and persons with disabilities. If you require an accommodation during the recruitment process, please contact Human Resources at talent@indigo.ca

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