Manager, Employer Brand & Activation – Canadian Tire – Toronto, ON

Canadian Tire Corporation is one of Canada’s most recognized retail companies, and right now they’re looking for a Manager, Employer Brand & Activation to join their team in Toronto, Ontario. This is a leadership-level role for someone who lives and breathes employer branding, talent marketing, and diversity, inclusion, and belonging — and who wants to shape how one of Canada’s most trusted companies presents itself to prospective talent.

This role sits at the intersection of brand strategy, people & culture, and creative activation. You’ll be responsible for defining and bringing to life the story of what it’s like to work at Canadian Tire Corporation, connecting that narrative across channels and campaigns that attract top talent across the country.

About the Role: Manager, Employer Brand & Activation

As Manager, Employer Brand & Activation, you’ll lead the development and execution of strategies that define CTC’s identity as an employer. This includes shaping the employee value proposition (EVP), creating compelling content and campaigns, and ensuring the employer brand resonates with diverse talent communities. You’ll collaborate closely with Recruitment, Communications, and HR teams to ensure consistency across every touchpoint of the candidate journey.

A key part of this role involves championing diversity, inclusion, and belonging (DIB) in all employer brand efforts — from how the company shows up at career fairs to how job postings are written and how employees are featured in storytelling content. You’ll be expected to bring both creative thinking and data-driven decision-making to everything you do.

Benefits and Salary

Canadian Tire Corporation offers a strong total rewards package for its employees. This includes competitive salaries and wages, store discounts, and supported learning through the Triangle Learning Academy. Eligible employees benefit from the Canadian Tire Profit Sharing program as well as retirement and savings programs. CTC also offers an enhanced flex benefits program that includes $5,000 per year in mental health benefits for benefits-eligible employees and their families, along with total well-being tools and mental health resources for all staff.

Responsibilities

In this role, you’ll be at the forefront of shaping how Canadian Tire Corporation is perceived as a place to work. Your day-to-day will involve a mix of strategic planning, creative development, and cross-functional collaboration — all in service of attracting and retaining top talent across Canada.

• 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 / Skills

The ideal candidate for this role brings a blend of strategic marketing expertise and a genuine passion for people, culture, and inclusion. Canadian Tire is looking for someone who can work both at the big-picture level and roll up their sleeves to execute — someone who understands that great employer branding is rooted in authenticity.

• 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

How to Apply

To apply for the Manager, Employer Brand & Activation position at Canadian Tire Corporation, use the link below to access the official job posting. Make sure your resume is up to date and tailored to reflect your employer branding and talent marketing experience before submitting.

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