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

Canadian Tire Corporation is looking for a Manager, Employer Brand & Activation to join their team in Toronto, Ontario. This is a strategic people-focused role at the heart of one of Canada’s most recognized retail organizations, where your work will shape how employees experience the company — and how future talent perceives it. If you’re passionate about storytelling, employee engagement, and employer brand strategy, this might be the right fit for you.

In this role, you’ll act as a connector across Human Resources, Corporate Communications, Talent Acquisition, and business leadership, weaving together the company’s Diversity, Inclusion & Belonging (DIB), employee engagement, and employer brand initiatives into a cohesive narrative. From editorial content and awards submissions to live employee events and executive communications, your fingerprints will be on everything that defines what it feels like to work at CTC.

About the Role: Manager, Employer Brand & Activation

The Manager, Employer Brand & Activation is responsible for building and executing employer brand strategies that align with CTC’s People Promise — “There’s A Place For You Here.” Day to day, this means translating employee listening insights and engagement data into campaigns, storytelling initiatives, and experiences that reinforce trust and belonging. You’ll develop integrated editorial plans, manage a portfolio of employee events and experiences, and lead industry recognition strategy including annual awards applications. Executive-ready presentations, monthly newsletters, internal social content, and the annual DIB Year in Review are all part of your mandate.

Success in this role requires sound judgment, comfort with ambiguity, and the ability to manage multiple priorities in a fast-paced, matrixed organization. You’ll champion inclusion, accessibility, and belonging as design principles across every campaign, communication, and experience you own, working alongside Corporate Events teams, agencies, and community partners to deliver high-quality outcomes that reflect CTC’s values.

Benefits and Salary

The broadband salary range for this position is $79,000 – $131,000 CAD, with a typical hiring range of $85,000 – $115,000 CAD. Final compensation will depend on experience, internal equity, and role-specific requirements. In addition to competitive pay, Canadian Tire offers comprehensive benefits and retirement programs, performance incentives, continuing education programs, career growth opportunities, product discounts, and mental health benefits of up to $5,000 per year for eligible employees and their families. Employees also benefit from the Canadian Tire Profit Sharing program and access to the Triangle Learning Academy for supported professional development.

Responsibilities

This role spans employer brand strategy, storytelling, employee experience design, and cross-functional stakeholder management. The work you do will be visible across the organization — from internal newsletters and executive decks to company-wide events and industry award submissions. Here’s what you’ll be accountable for:

• Shape employer brand strategy by aligning initiatives with CTC’s People Promise, High Performance Culture, and enterprise priorities
• Translate employee insights and engagement data into campaigns, communications, and experiences that strengthen culture
• Monitor and report on impact using employee, campaign, and reputation data to continuously improve employer brand initiatives
• Develop integrated editorial plans that bring CTC’s culture, people, and purpose to life through authentic storytelling
• Produce flagship storytelling initiatives, including the annual DIB Year in Review, monthly employee newsletter, and enterprise employer brand campaigns
• Design and manage industry recognition strategy, including annual awards applications
• Own a portfolio of employer brand experiences — employee events, executive engagements, conferences, and talent attraction initiatives
• Champion inclusion and accessibility as design principles across all experiences, campaigns, and communications
• Partner with Corporate Events, agencies, and external partners to deliver experiences that reflect CTC’s values
• Produce executive-ready presentations and strategic materials with minimal direction

Requirements / Skills

Canadian Tire is looking for someone who brings a genuine passion for community building, authentic storytelling, and meaningful employee experiences. Candidates from a range of backgrounds are encouraged to apply — whether your experience comes from employer branding, corporate communications, marketing, event management, non-profit leadership, or a related field. What matters most is the quality of thinking and the impact you’ve had.

• Program and experience design — proven ability to design and deliver complex campaigns, events, conferences, or community initiatives for diverse audiences
• Integrated storytelling and communications — experience developing strategies that build trust, strengthen culture, and influence reputation
• Content creation across multiple channels — newsletters, digital communications, social media (LinkedIn, Viva Engage, intranet), and executive presentations
• Strong project management skills with the ability to manage multiple priorities and deliver high-quality work in a fast-paced environment
• Stakeholder relationship building and the ability to influence across a complex, matrixed organization
• Sound judgment and comfort with ambiguity — the ability to bring structure and clarity to complex, evolving priorities

How to Apply

To apply for the Manager, Employer Brand & Activation position at Canadian Tire, use the official link below. Make sure your resume is up to date before submitting your application.

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