VP, Digital Commerce & AI-Driven Discovery

canadiantirecorporation; Toronto; On-site; CAD 250,000 - 350,000; Full time

Job summary

Canadian Tire Corporation seeks the Vice President, Digital to run 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, the VP owns onsite execution end to end—merchandising, digital assortment, promo activation, content health, and 2P and AI-enabled discovery—shaping the True North eCommerce Accelerate strategy and guiding Digital

Responsibilities

• 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.
• 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.
• 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 content standards that allow customers - and the assistants acting for them - to discover our products and understand why to choose them.
• Own the content platform agenda across Product 2.0 including PIM, PCM and DAM, defining the operational requirements that the roadmap must satisfy.
• Drive product process automation and AI-assisted rules that scale onboarding without scaling headcount.
• Lead a team of product managers and manage IT delivery of new capability and ongoing support.
• Partner with Digital Product on roadmap sequencing so capability lands against real category and banner plans.
• Serve as the True North 2P initiative lead, accountable for the initiative's direction, milestones and reported outcomes.
• Build the 2P assortment expansion agenda - onboarding, content readiness and onsite presentation at scale.
• Connect 2P growth to the broader discoverability agenda so expanded assortment is surfaced to customers and AI-driven discovery alike.
• Represent 2P progress, risks and trade-offs in True North governance and enterprise forums.
• Lead a multi-disciplinary team spanning digital merchandising, analytics and activation, content operations a

Job description

Canadian Tire Corporation seeks the Vice President, Digital to run 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, the VP owns onsite execution end to end—merchandising, digital assortment, promo activation, content health, and 2P and AI-enabled discovery—shaping the True North eCommerce Accelerate strategy and guiding Digital