What you'll do
The CRM Lead is responsible for defining and executing the annual strategy for the newsletter channel, with the goal of maximizing customer acquisition, engagement and retention across the Sports Experts, Atmosphere, and Trio Hockey banners. Reporting to the Media and Go-To-Market Manager, this role serves as an internal expert and plays a key role in optimizing our customer database and journeys. This position requires a strong balance of technical and strategic skills, advanced analytical capabilities, and a deep understanding of the digital ecosystem. The CRM Lead will be a cornerstone in developing our CRM initiatives, enabling content personalization, driving growth and contributing to the company’s business objectives.
Define and implement the annual newsletter strategy, covering acquisition, segmentation, engagement, retention, and performance.
Manage external partners, including the CRM platform provider and agency.
Oversee budget planning and daily expense tracking.
CRM Expertise:
Administer the CRM platform
Design and optimize customer journeys and automation workflows.
Segment and manage subscriber lists.
Create forms (e.g., contests, newsletter sign-ups) and templates.
Train internal teams on CRM tools and best practices.
Project Management:
Analyze and evaluate projects based on cost, resources and expected benefits.
Monitor progress and manage timelines on a weekly basis.
Provide technical support throughout project execution.
Analyze newsletter channel performance, share insights with internal teams and leadership and recommend actionable improvements.
Support the content creation and integration of daily newsletters.
Build strong relationships with CRM experts at Canadian Tire to foster best practice sharing and identify opportunities across banners.
Stay informed on market innovations and emerging trends.
What you bring
Bachelor’s degree in marketing, communications, e-commerce, or a related field.
6 to 8 years of experience in CRM and digital marketing.
Proficiency with CRM platforms and knowledge of HTML.
Familiarity with Google tools (Analytics, Tag Manager, etc.).
Proficiency with Microsoft Office tools (Excel, PowerPoint, etc.).
Solid understanding of the digital ecosystem and business challenges.
Ability to manage multiple projects simultaneously and thrive in a fast-paced, ever-evolving environment.
Strong analytical skills with the ability to translate data into actionable insights.
Team player with curiosity, autonomy, resourcefulness and a self-starter mindset.
Ability to simplify complex concepts for various levels of management.
Bilingual (French and English, spoken and written).
Experience in retail (an asset).
#LI-MM2
About Us
Part of the Canadian Tire family is Sports Experts. Your Sports Experts! Built on more than 50 years tradition on customer focus, Sports Experts is headquartered in Laval, Quebec. Sports Experts is proud to promote a wide selection of sports equipment, clothing and footwear of renowned and exclusive brands. By joining Sports Experts you will appreciate to work with an experienced team that will welcome you. We are the destination to Stay fit. Live well.
Our Commitment to Diversity, Inclusion and Belonging
We are committed to fostering an environment where belonging thrives, and diversity, inclusion and equity are infused into everything we do. We believe in building an organizational culture where people are consistently treated with dignity while respecting individual religion, nationality, gender, race, age, perceived ability, spoken language, sexual orientation, and identification. We are united in our purpose of being here to help make life in Canada better. .
Accommodations
We stand firm in our Core Value that inclusion is a must. We welcome and encourage candidates from equity-seeking groups such as people who identify as racialized, Indigenous, 2SLGBTQIA+, women, people with disabilities, and beyond. Should you require any accommodation in applying for this role, or throughout the interview process, please make them known when contacted and we will work with you to help meet your needs.