Susan O’Brien is the 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, as well as leading the long-term strategy around customer insights. She is also responsible for CTC’s Corporate Social Responsibility (CSR) strategy and roadmap.
Susan is an expert in all things branding, positioning and customer engagement and has played an integral role in the reinvention of the Canadian Tire brand through award-winning programs like We All Play for Canada and Tested for Life in Canada. Susan spearheaded the launch of Triangle Rewards – Canada’s fastest growing loyalty program – and one of the most strategically important initiatives in the history of CTC, linking the entire family of companies under one loyalty and credit card program. Her work has contributed to the Company’s Marketer of the Year Award in 2013 from Marketing Magazine, being named Canada’s Most Admired Brand by Leger in 2019 and One of Canada’s Strongest Retail Brands by Brand Finance in 2019.
Since joining the Company in 2008, Susan has held a number of 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 of Marketing for Canadian Tire.
Susan sits on the Boards of the Canadian Marketing Association and Enactus Canada. 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. In 2002, she was nominated for Marketing Magazine’s Top 30 under 30 award, was named one of Toronto’s Brand Stars by Ad Week in 2018, and recently was awarded as one of Canada’s Marketers of the Year by Strategy Magazine.