The Consumer Brands team at Canadian Tire Corporation is a great example of our retail evolution, bringing together all the owned brands from across our family of companies to drive our growth strategy further. We are providing Canadians with unprecedented innovation, value, and excitement through great new brands such as FWD, and the renovation of long-established brands such as Ripzone and Woods. Many of our exclusive Owned Brands have earned a level of credibility that is on par with top industry brands and are sought after by consumers from across the country.
Brand Management is at the core of what we do within the Consumer Brands team. It serves as a fundamental training ground for individuals looking to build their marketing careers and leadership capabilities. The strategic components that are required to build and manage our Owned Brands are an essential part of differentiating Sport Chek as a retailer in the Canadian marketplace and beyond. Given the nature of Brand Management, there is significant interaction with key cross-functional partners, notably Customer Insights, Product Development, Content, Merchandising, E-Commerce, International, Strategic Marketing and Quality Assurance.
Key Responsibilities
Brand Strategy Execution & Governance
Execute approved brand strategies by independently managing defined initiatives, product programs, or seasonal capsules within established brand and portfolio guardrails.
Apply and uphold brand standards across all consumer touchpoints, including product, packaging, marketing, and digital assets.
Act as a brand gatekeeper—identifying risks, inconsistencies, and opportunities early and escalating decisions as required.
Project & Initiative Ownership
Lead defined brand initiatives end‑to‑end, including:
GTM strategy and execution
Line extensions and assortment refreshes
Sub‑programs within core brands
Own project timelines, milestones, and cross‑functional coordination from brief through launch.
Manage executional trade‑offs within approved parameters and escalate risks or scope changes to the Brand Manager.
Product, Packaging & Commercialization
Lead execution of product and packaging initiatives from concept to market with oversight from the Brand Manager.
Develop clear, execution‑ready briefs for Packaging Design, Creative, and external vendors.
Partner closely with Product Development and Quality teams to ensure brand integrity, readiness, and on‑time delivery.
Own brand reviews and approvals at key milestones.
Brand Communications & Campaign Execution
Lead the development and execution of brand and campaign assets aligned to approved messaging and channel strategy.
Support product launches through creation and coordination of launch toolkits, e‑commerce content, and in‑store/digital assets.
Work with Creative and Media partners as the day‑to‑day brand contact on approved initiatives.
Stakeholder & Agency Management
Serve as the primary executional contact for internal partners (Packaging, Creative, Media, Category support teams) and external agencies on assigned initiatives.
Proactively manage interdependencies, timelines, and expectations to ensure smooth delivery.
Escalate decisions, risks, or trade‑offs that impact strategy, budget, or timelines.
Business & Performance Support
Lead monthly reporting on Brand performance across a range of KPI’s – Sales, Margin, Penetration etc. and be able to identify trends and provide data led recommendations on how to path forward.
Track initiative‑level budgets, timelines, and deliverables, providing visibility and proactive risk management.
Compile post‑launch summaries, performance inputs, and learnings to inform future programs.
Support Brand Managers with structured inputs for business reviews and recaps – supporting on forecasts exercises and BM P&L management.
Skills & Capabilities
Required
Strong ability to self-direct work, navigate ambiguity, and willingness to take an entrepreneurial approach to running their business portfolio.
Strong understanding of brand fundamentals, execution, and governance.
Proven ability to independently manage complex projects with multiple stakeholders.
High attention to detail and ability to manage volume in a fast‑paced environment.
Clear communicator who can confidently collaborate, influence, and escalate when needed.
Strong organizational, prioritization, and follow‑through skills.
Strong analytical and business acumen skills.
Preferred
Experience supporting or leading product and packaging commercialization.
Familiarity with retail and/or private label management.
Experience working with agencies and vendors.
Comfort working with trackers, briefs, and structured workflows.
Experience & Education
Post‑secondary education in Business, Marketing, or a related field.
2–5 years of experience in Brand, Marketing, Product, or related roles.
Retail, consumer goods, or mass merchant experience is an asset.
Our typical hiring range is between $53,000.00 and $88,000.00 CAD Annual. The target salary range is between $60,000.00 and $70,000.00 CAD Annual. Salary decisions are also dependent on other factors such as your experience, job-related knowledge, skills and competencies, market location, industry benchmarks, internal equity and other role-specific requirements.
This posting represents an existing vacancy within our organization.
We may use artificial intelligence tools as part of our recruitment process to assist in the initial screening of resumes. All hiring decisions, including candidate evaluation, selection, and disposition, are made by human recruiters.
About Us
Canadian Tire Corporation, Limited (“CTC”) is one of Canada’s most admired and trusted companies. With more than 90 Owned Brands, 1,700 retail locations, financial services, exemplary e-commerce capabilities, and exciting market-leading merchandising strategies. We dream big and work as one to innovate with purpose for our customers at every level of our business, investing in new technologies and products, and doubling down on top talent to drive the company forward. We offer competitive salaries and wages to CTC employees, as well as store discounts, supported learning through our Triangle Learning Academy, Canadian Tire Profit Sharing, and retirement and savings programs for eligible employees. As part of our enhanced flex benefits program, we offer mental health benefits in the amount of $5,000 per year for benefits-eligible employees and their families, including total well-being, and mental health tools and resources for all employees. Join us in helping to make life in Canada better through living and working our Core Values: we are innovators and entrepreneurs at our core, outcomes drive us, inclusion is a must, we are stronger together and we take personal responsibility. It is an especially exciting time to join CTC and its family of companies where career opportunities are wide-ranging! Join us, where there's a place for you here.
Our Commitment to Diversity, Inclusion and Belonging
We are committed to fostering an environment where belonging thrives, and diversity, inclusion and equity are infused into everything we do. We believe in building an organizational culture where people are consistently treated with dignity while respecting individual religion, nationality, gender, race, age, perceived ability, spoken language, sexual orientation, and identification. We are united in our purpose of being here to help make life in Canada better.
Accommodations
We stand firm in our Core Value that inclusion is a must. We welcome and encourage candidates from equity-seeking groups such as people who identify as racialized, Indigenous, 2SLGBTQIA+, women, people with disabilities, and beyond. Should you require any accommodation in applying for this role, or throughout the interview process, please make them known when contacted and we will work with you to help meet your needs.
