VP, Digital

The Vice President, Digital runs the commercial operation of the digital channel, turning merchandising, marketing and loyalty offers into activated onsite experiences that make the eCommerce plan achievable.

Reporting to the SVP, Digital & Loyalty, accountability spans onsite execution end to end: the merchandising experience, digital assortment and promo activation, online assortment expansion (2P ownership), product content health, and the product data that helps customers discover products, build intent to purchase, and ultimately convert. The mandate is delivered in close partnership with the COO organization. As the primary digital partner to the Banner Presidents and merchandising teams, the VP translates banner and category plans into onsite execution.

The position also owns how customers find Canadian Tire in a changing discovery landscape. As search shifts from traditional engines to answer engines, generative surfaces and agentic shopping assistants, this role leads the SEO, AEO and GEO agenda — from early experimentation to scaled, repeatable practice. The VP is a key stakeholder in the True North eCommerce Accelerate strategy, shaping business requirements that Digital Product teams can translate into new capabilities across the digital commerce ecosystem, including Digital Harmonization, 2P and Digital Experience Drivers.

What You'll Do

Digital Merchandising

• Own the onsite merchandising experience across homepage, category pages, navigation and onsite search relevance.
• Own digital assortment presentation and promo execution onsite, aligned to banner, category and enterprise promo plans.
• Ensure marketing, merchandising and loyalty offers are activated consistently across the websites and the CTR app.
• Surface the right products earlier in the shopping journey, converting discovery into considered intent to purchase.
• Partner with Pricing & Promo and Brand & Marketing so onsite execution reflects the enterprise promotional calendar and price architecture.
• Serve as the senior digital partner to Banner Presidents and category teams, translating their plans into a clear onsite execution plan with visible trade-offs where capacity is constrained.

Digital Analytics & Activation

• Act as the key owner driving the agentic commerce ambition forward — defining how CTC's assortment, content and offers are surfaced to AI shopping assistants and agent-mediated journeys.
• Lead the AEO and GEO agenda alongside SEO, treating traditional and AI-driven discovery as one connected practice.
• Own onsite performance analytics, including KPI definition, competitive benchmarking and the digital measurement fact base used in commercial decisions.
• Build the measurement approach for AI-driven discovery — visibility, citation, referral quality and downstream intent to purchase — and use it to steer investment.
• Run the digital activation and experimentation practice, converting test wins into standing site practice rather than one-off lifts.
• Own the digital performance management rhythm: KPI reporting, performance reviews and early escalation of risks to the outlook.
• Partner with IT on the technical integrations required for search, LLM and agentic discoverability.

Digital Content Operations

• Own onsite content health across copy, imagery and specification accuracy, at the quality standard the banners expect.
• Own content grooming and meta tagging so customers can discover our products across search, generative and agentic surfaces.
• Ensure product content answers the questions that drive purchase decisions, building customer confidence and intent at the point of discovery.
• Run vendor product data onboarding, data quality and bilingual compliance, scaling throughput as assortment expands.
• Set the structured data and content standards that allow customers — and the assistants acting for them — to discover our products and understand why to choose them.

Product Content Capabilities

• Own the content platform agenda across Product 2.0 including PIM, PCM and DAM, defining the operational requirements that the roadmap must satisfy.
• Drive product process automation and AI-assisted rules that scale onboarding without scaling headcount.
• Lead a team of product managers and manage IT delivery of new capability and ongoing support.
• Partner with Digital Product on roadmap sequencing so capability lands against real category and banner plans.

Online Assortment (2P)

• Serve as the True North 2P initiative lead, accountable for the initiative's direction, milestones and reported outcomes.
• Build the 2P assortment expansion agenda — onboarding, content readiness and onsite presentation at scale.
• Connect 2P growth to the broader discoverability agenda so expanded assortment is surfaced to customers and AI-driven discovery alike.
• Represent 2P progress, risks and trade-offs in True North governance and enterprise forums.

Team & Leadership

• Lead a multi-disciplinary team spanning digital merchandising, analytics and activation, content operations and content management products.
• Build capability and bench strength across the function, with clear accountability at the AVP level and a deliberate approach to vacancy and succession risk.
• Set a performance culture grounded in evidence, speed and commercial ownership.

What You Bring

• Senior leadership experience in eCommerce, digital commerce or omni-channel retail, with the ability to operate as a peer to senior commercial, banner and merchandising leaders.
• A proven record of delivering commercial results through digital execution, onsite activation and measurable customer experience improvements in a large, multi-banner retail environment.
• Depth across digital merchandising, onsite search, digital analytics and experimentation, product content operations, and AI-enabled discovery practices including SEO, AEO and GEO.
• Experience leading enterprise initiatives end to end, including 2P, Digital Harmonization or similar scaled capability programs, with clear governance, milestone and reporting accountability.
• Strength translating commercial strategy and banner priorities into clear business requirements that Digital Product and Technology teams can convert into new capabilities.
• Strong people leadership, including building high-performing teams, developing leaders and setting a culture of evidence-based decision making, speed and commercial ownership.

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À propos de nous

La Société Canadian Tire Limitée (Société) est l’une des entreprises les plus admirées et les plus respectées au Canada. Nous disposons de plus de 90 marques détenues, dans plus de 1 600 détaillants, des services financiers, des capacités exemplaires en matière de commerce électronique et des stratégies de marchandisage passionnantes à la fine pointe du marché. Nous avons de grands rêves et nous travaillons ensemble pour innover de manière ciblée pour nos clients à tous les niveaux de nos activités, en investissant dans de nouvelles technologies et de nouveaux produits et en redoublant de talent pour faire avancer l’entreprise. Nous offrons des salaires concurrentiels aux employés de la Société Canadian Tire, ainsi que des rabais en magasin, des programmes d’apprentissage offerts par l’entremise de l’Académie apprentissage Triangle, des programmes de participation aux bénéfices de Canadian Tire et des régimes de retraite et d’épargne pour les employés admissibles. Dans le cadre de notre programme amélioré d’avantages sociaux flexibles, nous offrons des avantages en matière de santé mentale et de bien-être total d’un montant de 5 000 $ par année aux employés admissibles et à leur famille, ainsi que des outils et des ressources en matière de santé mentale pour tous les employés. Joignez-vous à nous pour contribuer à améliorer la vie au Canada en incarnant et en mettant en pratique nos valeurs fondamentales : nous sommes des innovateurs et des entrepreneurs dans l’âme, les résultats nous motivent, l’inclusion est une nécessité, nous sommes plus forts ensemble et nous assumons notre responsabilité personnelle. C’est un moment particulièrement excitant pour vous joindre à la Société Canadian Tire et à sa famille d’entreprises, où les possibilités de carrière sont très variées! Joignez-vous à nous, il y a une place pour vous ici!

Notre engagement envers la diversité, l’inclusion et l’appartenance

Nous nous engageons à favoriser un environnement où le sentiment d’appartenance est florissant et où la diversité, l’inclusion et l’équité font partie intégrante de tout ce que nous faisons. Nous croyons en la création d’une culture organisationnelle où les gens sont traités en tout temps avec dignité dans le respect de la religion, de la nationalité, du sexe, de la race, de l’âge, de la capacité perçue, de la langue parlée, de l’orientation sexuelle et de l’identité de chacun. Nous sommes unis dans notre objectif d’être ici pour contribuer à améliorer la vie au Canada.

Accommodements

Nous tenons fermement à notre valeur fondamentale d’inclusion. Nous accueillons et encourageons les candidats issus de groupes en quête d’équité, comme les personnes racisées, les Autochtones, les membres de la communauté 2SLGBTQIA+, les femmes, les personnes handicapées et autres. Si vous avez besoin d’accommodements pour postuler à ce poste ou lors de l’entrevue, veuillez-nous le faire savoir lorsque vous nous contacterez, et nous travaillerons avec vous pour répondre à vos besoins.