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, LinkedIn, 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.

What You'll Bring

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 executive presentations.
• Strong project management skills with the ability to manage multiple priorities and deliver high-quality work in a fast-paced environment.
• Building trusted relationships and influencing stakeholders across a complex matrixed organization.
• Sound judgment and comfort bringing structure to ambiguity.

We’re always looking for great talent! In addition to competitive pay, we offer:

• Comprehensive benefits and retirement programs
• Performance incentives, Continuing Education Programs
• Other perks to support your well-being
• Career growth opportunities and product discounts

Broadband Salary Range: $79,000 – $131,000 CAD.
Our typical hiring range is between 85,000 and $115,000 CAD. Salary decisions are also dependent on other factors such as your experience, industry benchmarks, internal equity and other role-specific requirements. For critical roles, the compensation offering will be reviewed to ensure alignment with market rate and conditions and the unique value you bring to the role.

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, over 1,600 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.