What you’ll do

Brand Management is at the core of what we do within the Consumer Brands team, and a fundamental training ground for those looking to build their Brand/Marketing careers, and leadership capabilities. The strategic components that are required to build and manage our Owned Brands are an essential part of differentiating Canadian Tire and Sport Chek as a retailer in the Canadian marketplace and beyond. Given the General Management nature of Brand Management, there is significant interaction with key cross-functional partners, notably Product, Design, Quality Assurance, Merchandising, E-Commerce, and Strategic Marketing.

The portfolio of brands that the Brand Consultant position will support has a keen focus on the outdoors (camping, hiking, kayaking, adventure travel, and more). At the core, this category has an innate energy and passion that needs to be matched and harnessed by the successful candidate. Understanding the culture and subtle nuances within the outdoor industry will help the Brand Consultant connect with the consumer on an intimate level, while building/protecting/evolving the brands they work on into desirable product families within Sport Chek, Atmosphere, Sports Experts, and Canadian Tire retail stores. The Brand Consultant position is categorized as a Connector, which means that the incumbent will be working with a variety of colleagues and partners to achieve business outcomes that require a hybrid approach of remote and in-office CTC campus presence. Key brands that the Brand Consultant will support include Woods, Outbound, and McKinley.

The Brand Consultant will support the development and execution of annual brand plans, including shared growth and financial targets designed to build equity and strengthen the brands’ financial contributions. Other key responsibilities include:

• Act as a brand steward, helping to protect and communicate the brands and their respective guidelines both internally and externally

• Proactively provide brand direction and coordinate with cross-functional teams including Product, Design, Merchandising, and Strategic Marketing to execute seasonal marketing initiatives, product launches, and special projects

• Support new product launches for equipment, apparel, and footwear through the development of creative briefs, go-to-market strategies, key storylines, messaging, copy, and owned channel marketing tactics

• Analysis of market, competitive, retail sales and consumer data to generate insights and provide recommendations in support of annual and multi-year strategic brand planning

• Support brand-led photoshoots for still and video content including RFQ development, sample curation, and on-set direction

• Support the development of brand management processes and capabilities, including competitive analysis, architecture mapping, planning, measurement, standards, and governance

• Monitor brand financial performance through identification of key drivers to support financial planning efforts and brand reporting

• Guide packaging execution to ensure brand standards are met, while delivering break through of key features and benefits in support of a better customer experience

• Provide brand support and content to retail marketing teams to ensure the brand is properly represented online and in-store

• Manage stand-alone brand websites, working with the Digital team to refresh websites seasonally and create online resources, while identifying opportunities for improvements to design, user experience and content

• Manages brand ambassador programs, community initiatives, and strategic partnerships

• Develops brand and product training content to support courses and programs for retail training teams

• Coordinate and manage product samples including shipping, receiving, and inventory management

What you bring

• Post-secondary education in business, marketing and/or a related field

• 1-2 years brand management, marketing, agency, consulting, or category management experience, ideally in the outdoor, apparel, or packaged goods industry or at a mass retailer

• A passion for the outdoors and an understanding of outdoor products is a must: you love to hike, camp, ski, bike, or anything else that gets you outside

• Demonstrated ability to think creatively and strategically, with a strong business acumen and mindset

• Proven ability to formulate recommendations based upon robust research, and assessment of risk/rewards

• Strong presentation skills with ability to adjust style, content, and format as required to suit the audience

• Proficiency in the Microsoft Office suite, including Microsoft Excel and PowerPoint

• Adobe Creative suite (Photoshop, Illustrator) experience is an asset but not required

Hybrid

At Canadian Tire we value flexibility. We have adopted a hybrid work model whereby employees use a combination of working in office and virtually in service of outcomes. Each leader is empowered to decide what work is best achieved in person based on the unique needs of their team.

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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.