VP, Digital - Canadian Tire, Toronto

What you'll do

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. Accountability spans onsite execution end to end across merchandising, assortment, and product content.

• 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.
• 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 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 including KPI reporting, performance reviews and early escalation of risks.
• Partner with IT on the technical integrations required for search, LLM and agentic discoverability.
• 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 products across search, generative and agentic surfaces.
• Ensure product content answers questions that drive purchase decisions, building customer confidence and intent.
• Run vendor product data onboarding, data quality and bilingual compliance, scaling throughput as assortment expands.
• Set structured data and content standards that allow customers and AI assistants to discover products.
• Own the content platform agenda across Product 2.0 including PIM, PCM and DAM, defining operational requirements.
• 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.
• Serve as the True North 2P initiative lead, accountable for direction, milestones and reported outcomes.
• Build the 2P assortment expansion agenda including 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.
• Represent 2P progress, risks and trade-offs in True North governance and enterprise forums.
• 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 succession risk.
• Set a performance culture grounded in evidence, speed and commercial ownership.

Requirements

• 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.

Who you'll work with

This mandate is delivered in close partnership with the COO organization. You will serve as the primary digital partner to the Banner Presidents and merchandising teams, translating banner and category plans into onsite execution. You will also lead a multi-disciplinary team spanning digital merchandising, analytics and activation, content operations, and content management products, while partnering with IT on technical integrations and Digital Product on roadmap sequencing.

What's on offer

Canadian Tire Corporation offers competitive salaries and wages to employees, along with a range of benefits and programs for eligible team members:

• Store discounts
• Supported learning through the Triangle Learning Academy
• Canadian Tire Profit Sharing
• Retirement and savings programs for eligible employees
• Enhanced flex benefits program including mental health benefits of $5,000 per year for benefits-eligible employees and their families
• Total well-being and mental health tools and resources for all employees