VP, Digital

Canadian Tire has an open full-time VP, Digital position in Toronto, ON , reporting to the SVP, Digital & Loyalty. The role runs the commercial side of the digital channel.

You'll turn merchandising, marketing and loyalty offers into onsite experiences that make the eCommerce plan achievable. You'll also lead the SEO, AEO and GEO agenda as customers move toward answer engines and AI shopping assistants.

About the Role: VP, Digital

You are accountable for onsite execution from 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 find products and decide to buy. You deliver this in close partnership with the COO organization.

You are the main digital partner to the Banner Presidents and merchandising teams, and you translate banner and category plans into onsite execution. You are also a key stakeholder in the True North eCommerce Accelerate strategy, where you shape the business requirements that Digital Product teams turn into new capabilities such as Digital Harmonization, 2P and Digital Experience Drivers.

Benefits and Salary

The posting does not state a salary. Canadian Tire says it offers competitive salaries and wages , store discounts, learning through the Triangle Learning Academy, Canadian Tire Profit Sharing, and retirement and savings programs for eligible employees.

The flex benefits program includes mental health benefits of $5,000 per year for benefits-eligible employees and their families, along with total well-being and mental health tools and resources for all employees.

Job Details

Job Type: Full time

Company: Canadian Tire

Location: Toronto, ON

Requisition ID: JR166904

Date Posted: October 14, 2026

Responsibilities

The duties fall into five areas: digital merchandising , analytics and activation , content operations , product content capabilities and online assortment (2P) . You also lead the team that covers them.

• Own the onsite merchandising experience across homepage, category pages, navigation and onsite search relevance, including digital assortment presentation and promo execution aligned to banner, category and enterprise promo plans.
• Activate offers consistently so marketing, merchandising and loyalty offers appear across the websites and the CTR app, and partner with Pricing & Promo and Brand & Marketing on the promotional calendar and price architecture.
• Drive the agentic commerce ambition by defining how Canadian Tire's assortment, content and offers are surfaced to AI shopping assistants, and lead the AEO and GEO agenda alongside SEO.
• Own onsite performance analytics , including KPI definition, competitive benchmarking and the measurement fact base for commercial decisions, and build a way to measure AI-driven discovery (visibility, citation, referral quality and downstream intent to purchase).
• Run activation and experimentation so test wins become standing site practice, and keep the performance management rhythm of KPI reporting, reviews and early escalation of risks.
• Manage onsite content health across copy, imagery and specification accuracy, plus content grooming and meta tagging, vendor product data onboarding, data quality and bilingual compliance.
• Own the content platform agenda across Product 2.0 (PIM, PCM and DAM), drive product process automation and AI-assisted rules, and lead the product managers who manage IT delivery and support.
• Lead the True North 2P initiative , including its direction, milestones and reported outcomes, and report 2P progress, risks and trade-offs in True North governance and enterprise forums.
• Lead a multi-disciplinary team across merchandising, analytics, content operations and content management products, and build bench strength with clear AVP-level accountability and a plan for vacancy and succession risk.

Requirements / Skills

The posting asks for senior leadership experience in eCommerce, digital commerce or omni-channel retail, and a record of results in a large, multi-banner retail environment. It also asks for depth in several digital disciplines, listed below.

• Senior leadership in eCommerce, digital commerce or omni-channel retail , with the ability to work as a peer to senior commercial, banner and merchandising leaders.
• Proven commercial results from digital execution, onsite activation and measurable customer experience improvements in a large, multi-banner retail business.
• Depth in digital merchandising , onsite search, digital analytics and experimentation, product content operations, and AI-enabled discovery practices including SEO, AEO and GEO.
• End-to-end enterprise initiative experience , such as 2P, Digital Harmonization or similar scaled capability programs, with governance, milestone and reporting accountability.
• Translating strategy into requirements , turning commercial strategy and banner priorities into business requirements that Digital Product and Technology teams can build.
• Strong people leadership , including building high-performing teams, developing leaders and setting a culture of evidence-based decisions, speed and commercial ownership.

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. Experience leading enterprise initiatives end to end, including 2P, Digital Harmonization or similar scaled capability programs, with clear governance, milestone and reporting accountability.