Leadership Driven Pride in Retail

Day 1 – May 31, 2022

9:30 am

- 10:05 am


Susan O’Brien

Chief Brand & Customer Officer

Canadian Tire Corporation, Limited

As Canadian Tire celebrates its 100th birthday, the Corporation (CTC) is embarking on its next 100 years with an evolved brand purpose: to Make Life in Canada Better. This serves as their North Star for all decision-making, from product offerings and shopping options to their approach to community support. Hear CTC’s Chief Brand and Customer Officer, Susan O’Brien, speak about how the Company’s rich history, combined with its pandemic response, led to the evolution of its brand purpose. Aligned to a collective brand purpose, CTC’s tens of thousands of employees feel connected to something greater than themselves, which has instilled a sense of pride across the enterprise and is enabling the Company’s Better Connected strategy.