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1 Love Is Blind S8: Pods & Sober High Thoughts w/ Courtney Revolution & Meg 1:06:00
A Modern Take On Retail Brand, AI and Customer Strategy with Susan O’Brien, EVP and Chief Brand & Customer Officer at Canadian Tire Corporation
Manage episode 428585810 series 3272587
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 fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, 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.
480 епізодів
Manage episode 428585810 series 3272587
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 fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, 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.
480 епізодів
Alla avsnitt
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1 Retail Readiness 101 with Liza Amlani, retail expert and author of the brand new book The Whole Sale: Profitable Wholesale Strategies For Brands 35:08
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1 From Marketing Leader to Independent Retailer: Daryl Aitken's Entrepreneurial Journey to Fabric Spark 39:09
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1 Retail Strategist Carl Boutet and his latest book "Blind Spot: Navigating the Unseen Effects of Technology on Commerce" 39:45
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1 Vancouver's Innovative Retail Crime Fighting Solution, Project Barcode, with Sgt. Craig Reynolds & Arezo Zarrabian, Vancouver Police Department 42:40
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1 I Love You. But You Are Not Serious People: Special Guest Host Bonus Episode with Steve Dennis 22:23
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1 AI in Retail: Proof of Concept to Production with Cari Covent, Head of Artificial Intelligence and Emerging Technology, Canadian Tire Corporation. 42:51
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1 Taylor Swift Takes Toronto, Black Friday_Cyber Monday Flash results with Sean McCormick, Vice President from Moneris Data Services 35:22
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1 Meet the Hosts of The She Means Business Podcast, retail veterans Gail Banack and Ilana Santone 40:37
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1 The State & Dynamic Nature of Canadian Demographics with Doug Norris, SVP & Chief Demographer, Environics Anallytics 50:12
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1 Yorkdale Uncovered: The Secrets Behind Canada's Most Productive Mall with Yorkdale Shopping Centre's VP and GM, Michael Renaud 28:35
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1 Getting Smart About AI for Retail with Rob Dunlap, Partner and Generative AI Practice Leader, IBM 28:54
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1 Eric Morris, MD & Head of Retail, Google Canada on Holiday Insights and Trends for 2024 You Need To Know 32:20
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1 RCC + Leger 2024 Holiday Consumer Survey with Luc Dumont, SVP Insights & Adrian Bachmann, AVP, Leger + Sean McCormack, VP Moneris 56:52
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1 Meet Dr. Rebecca Homkes, author of "Survive, Reset, Thrive: Leading Breakthrough Growth Strategy in Volatile Times" 29:00
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1 ENCORE EPISODE: "All Pride, No Ego": A Queer Executive's Journey to Living and Leading Authentically with retailer Jim Fielding 33:02
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1 Retail Marketing State-Of-The-Nation and Predictions for the Future with John Fanous, Head of Industry, eCommerce & Omni-Channel Retail, Google 42:50
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1 Technology in the Service of The Customer with Michon Williams, Chief Technology Officer, Walmart Canada 28:11
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1 Meet Bobby Sahni, Co-Founder and Partner at Ethnicity Matters with a preview of his RCC Retail Marketing Conference session "Crafting Compelling Campaigns for Canada’s Multicultural Market " 17:06
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