What you'll do

At Canadian Tire, we are making a significant shift from being transactionally focused marketers to being customer-driven. Our Owned Audience is at the core of our Customer Strategy, a critical piece of the digital customer flywheel and builds the basis of our personalization strategy. The Associate Manager, Owned Audience role will be reporting directly to the Manager, Campaign Management, and will be responsible for leading the growth and engagement of email and app channels across CTC. The day-to-day will include a mix of strategy building and execution for acquiring customers to our email and app channels via paid & organic tactics, developing cross-banner engagement strategies, analyzing customer behaviour, and building new customer journeys within our email and app programs.

The role will work cross-functionally with Mobile Product Strategy, Media Planning, Email, Loyalty, Technology, and Innovation teams to grow and engage Canadian Tire’s Owned Audience.

Grow Owned Channels

• Lead & communicate the strategy for Owned Audience growth by acquiring new customers, retaining existing users, and increasing the lifetime value of our subscriber base

• Work cross-functionally to build new customer journeys to drive deeper engagement and increase lifetime value

• Be a customer acquisition subject matter expert throughout the organization

• Identify opportunities, partner with the business to execute organic acquisition strategies & campaigns, and leverage growth hacking techniques to drive user growth

• Own and manage the CTR and Triangle app store optimization strategies (ASO): optimize keywords, identify new opportunities, own the testing schedule, improve app store details page (screenshots, video, copy) to increase store listing conversion rate

• Regularly research new traffic sources, technology, and formats to meet targets

• Guide the creative team to create new concepts and iterate based on performance

• Report results and insights to internal stakeholders, including to senior executives

Engage with Owned Channel Audiences

• Develop and own the roadmap for increasing engagement & personalization with customers in our Owned Channels

• Contribute to the push notification & In-app messaging strategy for the organization

• Help to increase user adoption of high value app actions, improve new user onboarding experience, and reduce churn via marketing campaigns and A/B testing

• Deliver actionable insights to the business to improve Owned Audience engagement

• Centralize learnings and insights to become a subject matter expert for retention and lifecycle management

• Analyze, test, and measure strategies to effectively continue to grow and capitalize on successes

What you bring

• 3-5 years of relevant experience

• Strong communication skills: business writing, presentation, and influencing skills

• Demonstrated analytical and problem-solving skills. Ability to turn data into insights into business recommendations

• Demonstrated ability to both be a strategic and innovative thinker, with the ability to turn those ideas into flawless execution

• Understanding how to drive user acquisition (app, email, SMS) & ability to increase customer lifetime value is an asset, but not mandatory

• A collaborative approach. You can foster healthy relationships and communicate effectively across the teams

• Takes ownership of learning within their discipline and educating stakeholders at all business levels

• Familiarity with these platforms is an asset: analytics software (e.g. Google Analytics, Firebase, Quantum Metrics, Kochava, Google Data Studio), workflow software (e.g. Wrike), marketing automation and CRM software (e.g. Salesforce, Braze)

Hybrid

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.