Manager, Employer Brand & Activation

What You'll Do

At Canadian Tire Corporation (CTC), we believe our People Promise – There’s A Place For You Here – is earned through everyday experiences, authentic stories and the trust our employees place in us. As the Manager, Employer Brand & Activation you’ll play a central role in bringing our People Promise to life by connecting our Diversity, Inclusion & Belonging (DIB), Employee Engagement and Employer Brand strategies into one cohesive employee narrative.

You are a strategic connector across Human Resources, Corporate Communications, Talent Acquisition, Community Impact and business leaders, translating leadership priorities into experiences that employees can see, feel and proudly share. Every campaign, communication, story and experience you create should strengthen employee trust, foster belonging and inspire pride while helping future talent discover what makes CTC a great place to work.

Shape Employer Brand Strategy & Impact Reporting Guide CTC's employer brand strategy, aligning initiatives with our People Promise, High Performance Culture and enterprise priorities. Translate employee listening insights, engagement data and workforce trends into employer brand strategies, campaigns and experiences. Monitor and report on the impact of employer brand initiatives using employee, campaign and reputation insights to continuously improve our approach.

Explore emerging trends and identify opportunities to strengthen employee trust, pride and advocacy while enhancing CTC's reputation as an employer of choice. Produce executive-ready presentations, communications and strategic materials with minimal direction.

Lead Storytelling & Employee Advocacy Develop integrated editorial plans that bring our culture, people and purpose to life through authentic storytelling. Partner with employees, leaders, and employee-led champions networks to uncover and amplify authentic stories that celebrate belonging, innovation, career growth and community impact. Produce flagship storytelling initiatives, including the annual DIB Year in Review, monthly employee newsletter, internal social content and enterprise employer brand campaigns.

Develop playbooks, toolkits and resources that enable leaders and employees to bring CTC's employer brand to life. Partner with Internal and External Communications to amplify stories through the most effective channels while maintaining a consistent employer brand narrative (e.g. Viva Engage, intranet, internal newsletters, Linked In, etc.). Design and manage industry recognition strategy, and submit annual awards applications. Design Experiences That Bring Our People Promise to Life Own a portfolio of employer brand experiences, including employee events, executive engagements, conferences, talent attraction initiatives and community partnerships.

Build relationships across the organization to amplify enterprise initiatives while creating opportunities for employees to connect, learn, celebrate and grow. Partner with Corporate Events, agencies and external partners to deliver exceptional experiences that reflect CTC's culture and values. Champion inclusion, accessibility and belonging as design principles across every experience, communication and campaign.

We're looking for someone who is passionate about building community, creating meaningful experiences and telling authentic stories that make a difference. You may have experience in Employer Brand, Corporate Communications, Marketing, Employee Engagement, Community Engagement, Experiential Marketing, Event or Program Management, Public Affairs, Higher Education, Non-profit Leadership, Arts & Culture, Sports & Entertainment or another related field. We're particularly interested in candidates who bring experience in:

• Designing and delivering complex programs, conferences, events, campaigns or community initiatives that engage diverse audiences.
• Developing integrated storytelling, communications or engagement strategies that build trust, strengthen culture and influence reputation.
• Creating compelling content across multiple channels, including newsletters, digital communications, social media and…