Manager, Employer Brand & Activation

Canadian Tire Corporation; Toronto; On-site; CAD 90,000 - 120,000; Full time

Benefits offered by this job

Store discounts

Learning Academy

Profit sharing

Retirement benefits

Mental health benefits

Flex benefits

Job summary

Canadian Tire Corporation, Limited ("CTC") is seeking a Manager, Employer Brand & Activation to join its team in Toronto, Ontario. This role leads the development and execution of CTC''s employer brand strategy, including shaping the Employee Value Proposition (EVP), creating talent marketing campaigns, and championing diversity, inclusion, and belonging across all employer brand efforts.

You will collaborate with Recruitment, HR and Communications to ensure brand consistency across the

Qualifications

• Experience shaping employer brand strategy and EVP.
• Ability to translate culture into compelling narratives.
• Knowledge of DEI principles in recruitment marketing.
• Experience managing multi-channel campaigns (digital, social, events).
• Strong analytical mindset with data-driven approach.
• Excellent collaboration across HR, Marketing, and Communications.

Responsibilities

• Lead development of employer brand strategy and EVP.
• Create and execute integrated talent marketing campaigns across digital, social, and experiential channels.
• Champion diversity, inclusion, and belonging in messaging and activation.
• Collaborate cross-functionally with Recruitment, HR, and Communications to ensure brand consistency.
• Develop employee content such as stories, videos, and social assets representing culture.
• Measure and report KPI impact and program effectiveness.
• Stay current on trends in employer branding and recruitment marketing.

Skills

Employer brand

Talent marketing

Storytelling

Diversity & inclusion

Campaign management

Analytics

Cross-functional collaboration

Job description

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, CTC is seeking a Manager, Employer Brand & Activation to join its team in Toronto, Ontario.

This role leads the development and execution of CTC's employer brand strategy, including shaping the Employee Value Proposition (EVP), creating talent marketing campaigns, and championing diversity, inclusion, and belonging across all employer brand efforts.

Responsibilities

• Lead the development of CTC's employer brand strategy, including the articulation and evolution of the Employee Value Proposition (EVP)
• Create and execute integrated talent marketing campaigns across digital, social, and experiential channels
• Champion diversity, inclusion, and belonging in all employer brand messaging and activation efforts
• Collaborate cross-functionally with Recruitment, HR, and Communications teams to ensure brand consistency across the candidate journey
• Develop compelling content including employee stories, videos, and social media assets that authentically represent CTC's culture
• Measure and report on the effectiveness of employer brand initiatives using data and key performance indicators
• Stay current on trends in employer branding, recruitment marketing, and the broader talent landscape

Requirements

• Employer brand or talent marketing experience, ideally within a large, complex organization
• Strong storytelling and creative skills, with the ability to translate company culture into compelling narratives
• Knowledge of diversity, equity, and inclusion principles and how they apply to recruitment marketing
• Experience managing campaigns across multiple channels including social media, digital advertising, and events
• Analytical mindset with the ability to use data to measure impact and refine strategies
• Excellent collaboration and communication skills, with experience working across HR, Marketing, and Communications functions

Benefits

• Competitive salaries and wages
• Store discounts
• Triangle Learning Academy (supported learning)
• Canadian Tire Profit Sharing
• Retirement and savings programs for eligible employees
• Enhanced flex benefits including $5,000 per year in mental health benefits for benefits-eligible employees and their families
• Mental health tools and resources for all employees