The Omnichannel Campaign Lead, also known as Associate Manager, Media Activation, is responsible for leading the strategy, overseeing execution, and optimising paid media campaigns. These campaigns span across paid search, paid social, programmatic display, and retail media platforms. This role involves close collaboration with Sales, Planning, Accounts, and Ad Operations to deliver high-performing, data-driven media programs that achieve measurable business outcomes.
You will be accountable for campaign health from its launch through to reporting, utilising performance metrics such as ROI, CPA, pacing, and audience match rates to guide all optimisation decisions. This position is also crucial for driving continuous improvements in activation processes, communication strategies, and overall operational efficiency.
Key Responsibilities
You will own the end-to-end performance and oversight for a diverse portfolio of campaigns, ensuring timely launches, robust optimisation, and accurate reporting. This includes collaborating with cross-functional partners to design media programs aligned with advertiser objectives. You will manage budgets and pacing effectively to maximise ROI while upholding financial stewardship, and analyse performance trends to diagnose issues across platforms, proactively recommending optimisations. It is essential to ensure campaigns align with advertiser objectives, category priorities, and retail media best practices, while also anticipating risks and performance challenges and bringing forward-looking recommendations to sales pods.
As a senior Activation lead for one or more sales pods, you will provide strategic campaign updates and performance insights, supporting client and internal stakeholder conversations with clear, data-backed recommendations. You will distil complex platform setups and performance data into accessible, actionable insights, partnering with Sales and Accounts to address client questions, escalations, and performance reviews. Maintaining strong visibility into upcoming campaign launches, live performance, and reporting needs is also a key part of this role.
Close partnership with Ad Operations teams, who are responsible for hands-on execution, is critical. You will provide clear briefs, pacing guidance, and optimisation direction to ensure flawless delivery. This includes validating campaign changes and conducting quality assurance on execution to confirm alignment with campaign objectives and best practices. You will serve as a subject matter expert for campaign setup and optimisation standards, and mentor junior Activation team members while providing feedback on execution quality.
What You'll Bring
Candidates should possess 5-7+ years of experience managing and optimising digital advertising campaigns across various platforms, including paid search, paid social, display, and retail media. A Bachelor’s degree in a field related to Marketing, Advertising, Business Analytics, or an equivalent qualification is required. Expertise in data analysis is essential, specifically leveraging metrics to justify, optimise, and report on campaign outcomes.
Experience with retail media platforms such as Walmart Connect, Amazon DSP, or similar is highly valued. You must demonstrate a proven ability to manage complex campaign portfolios and competing priorities, alongside confidence in influencing cross-functional partners and providing strategic recommendations. A proactive, solutions-oriented mindset, coupled with strong ownership, personal accountability, and meticulous attention to detail, is crucial for success in this role.
About Canadian Tire Corporation & Perks
Triangle Retail Media (TRM), a division of Canadian Tire Corporation, is recognised as one of Canada’s fastest-growing retail media networks. TRM prioritises customers, leveraging data and insights to deliver effective, personalised marketing solutions for brands and agencies. The Triangle Loyalty program, boasting over 11 million members, is instrumental in understanding customer needs and measuring the impact of advertising across Canadian Tire Corporation’s retail banners. We seek high-achievers with a builder’s mindset – individuals who take personal accountability for their work and their team’s results, demonstrating strong communication, collaboration, and innovation in a dynamic, entrepreneurial environment.
Canadian Tire Corporation, Limited (CTC) stands as one of Canada’s most admired and trusted companies, featuring over 90 Owned Brands, more than 1,600 retail locations, comprehensive financial services, exemplary e-commerce capabilities, and exciting market-leading merchandising strategies. We are committed to dreaming big and working collaboratively to innovate with purpose for our customers at every level of our business, investing in new technologies and products, and cultivating top talent to drive the company forward. We foster an inclusive environment where belonging thrives, and diversity, inclusion, and equity are embedded in all we do. We welcome and encourage candidates from equity-seeking groups and provide accommodations throughout the application and interview process.
We offer competitive salaries, with a typical hiring range for this position between $64,000.00 and $105,000.00 per annum. Salary decisions are influenced by factors such as your experience, job-related knowledge, skills and competencies, market location, industry benchmarks, internal equity, and other role-specific requirements. Our comprehensive benefits package includes competitive pay, retirement programs, performance incentives, and continuing education programs. Employees also enjoy perks supporting well-being, career growth opportunities, and product discounts. CTC employees benefit from store discounts, supported learning through our Triangle Learning Academy, Canadian Tire Profit Sharing, and retirement and savings programs for eligible employees. Our enhanced flex benefits program includes mental health benefits of $5,000 per year for eligible employees and their families, alongside total well-being and mental health tools and resources for all employees.
