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…