A Modern Take On Retail Brand, AI and Customer Strategy with Susan O’Brien, EVP and Chief Brand & Customer Officer at Canadian Tire Corporation

The Voice of Retail

Meet Susan O’Brien, EVP and Chief Brand & Customer Officer at Canadian Tire Corporation (CTC). In a wide-ranging and engaging interview, we cover a lot of ground commensurate with Susan's remit, which includes all aspects of CTC’s brand, long-term strategy around customer insights, and CTC's sponsorship, community, and ESG initiatives.

For those Canadians who might have lost track, or for international listeners less familiar, The Tire was Founded in 1922; in addition to the Canadian Tire banner, they have Party City, PartSource, Gas+, Mark's, Pro Hockey Life, SportChek, Hockey Experts, Sports Experts and Atmosphere, nearly 1,700 retail and gasoline outlets, supported by its Financial Services division and employs tens of thousands of people globally. So, as I said, Susan has a big job.

About Canadian Tire Corporation

• Canadian Tire Corporation (CTC) includes a Retail segment, a Financial Services division and CT REIT.
• Founded in 1922, CTC’s flagship store, Canadian Tire, provides Canadians with products for life in Canada across various divisions.
• Other CTC banners include Party City, PartSource, Gas+, Mark's, Pro Hockey Life, SportChek, Hockey Experts, Sports Experts and Atmosphere.
• CTC operates nearly 1,700 retail and gasoline outlets, supported by its Financial Services division
• Including retail locations, CTC employs tens of thousands of people globally.

About Susan

Susan O’Brien is the Executive Vice President & Chief Brand & Customer Officer at Canadian Tire Corporation (CTC). She oversees all aspects of CTC’s brand, aligning the curation of the entire customer experience across all channels and marketing programs. Susan also leads the long-term strategy around customer insights and is responsible for CTC's sponsorship, community, and ESG initiatives.

Susan is an expert in all things branding, positioning, and customer engagement. She has played a critical role in reinforcing CTC as a purpose-driven, values-based Company through the evolution and rollout of CTC’s Brand Purpose – We Are Here to Make Life in Canada Better – along with its Core Values. Susan has been integral to the reinvention of the Canadian Tire brand through award-winning programs like We All Play for Canada and Tested for Life in Canada. She spearheaded the launch of Triangle Rewards – one of the most strategically important initiatives in the history of CTC – connecting the entire group of companies under one loyalty and credit card program. Her work has contributed to the Company earning the 2013 Marketer of the Year Award from Marketing Magazine, as well as it being named Canada’s Most Admired Brand by Léger in 2019 and 2021 and one of Canada’s Strongest Retail Brands by Brand Finance in 2019.

Since joining the Company in 2008, Susan has held several progressively senior roles. Most recently, she served as Senior Vice-President, Marketing; prior to that, she was Senior Vice-President, Marketing & Corporate Affairs and Vice-President, Marketing for Canadian Tire.

Susan sits on the Boards of Enactus Canada and Taymax Group LP. She holds an MBA in General Management from the Richard Ivey School of Business at the University of Western Ontario and a Bachelor of Commerce (Marketing) from Dalhousie University. Susan’s marketing acumen has consistently received industry-wide recognition, from her nomination for Marketing Magazine’s Top 30 under 30 awards to being named one of Toronto’s Brand Stars by Ad Week to one of Strategy Magazine’s Marketers of the Year. She was also named among the Globe and Mail’s Report on Business 50 Best Executives in 2022.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.