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. 

#LI-RM1

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.

About Us

Canadian Tire Corporation, Limited (“CTC”) is one of Canada’s most admired and trusted companies. With more than 90 Owned Brands, over 1,600 retail locations, financial services, exemplary e-commerce capabilities, and exciting market-leading merchandising strategies. We dream big and work as one to innovate with purpose for our customers at every level of our business, investing in new technologies and products, and doubling down on top talent to drive the company forward. We offer competitive salaries and wages to CTC employees, as well as store discounts, supported learning through our Triangle Learning Academy, Canadian Tire Profit Sharing, and retirement and savings programs for eligible employees. As part of our enhanced flex benefits program, we offer mental health benefits in the amount of $5,000 per year for benefits-eligible employees and their families, including total well-being, and mental health tools and resources for all employees. Join us in helping to make life in Canada better through living and working our Core Values: we are innovators and entrepreneurs at our core, outcomes drive us, inclusion is a must, we are stronger together and we take personal responsibility. It is an especially exciting time to join CTC and its family of companies where career opportunities are wide-ranging! Join us, where there's a place for you here.

Our Commitment to Diversity, Inclusion and Belonging 

We are committed to fostering an environment where belonging thrives, and diversity, inclusion and equity are infused into everything we do. We believe in building an organizational culture where people are consistently treated with dignity while respecting individual religion, nationality, gender, race, age, perceived ability, spoken language, sexual orientation, and identification. We are united in our purpose of being here to help make life in Canada better.

Accommodations

We stand firm in our Core Value that inclusion is a must. We welcome and encourage candidates from equity-seeking groups such as people who identify as racialized, Indigenous, 2SLGBTQIA+, women, people with disabilities, and beyond. Should you require any accommodation in applying for this role, or throughout the interview process, please make them known when contacted and we will work with you to help meet your needs.