Job Description

The VP, Product & Digital Banking Strategy, is accountable for leadership and oversight of CTB’s product portfolio (credit cards, retail banking, and insurance), customer acquisition and engagement strategies, and customer experience across all digital channels. This is a cross-functional role that collaborates with teams within the Bank and across CTC to create meaningful customer experiences that drive growth and profitability. CTB’s purpose is to manage financial products and services that create value through increased customer loyalty and engagement, deepening relationships within CTC’s retail and loyalty ecosystem. As one of the leaders in Retail Financial Services, CTB has ~2MM active customers and has been recognized by JD Power as being one of the leading credit cards in Canada.

What You’ll Do:

Own Product Strategy, Go-to-market execution and, Governance

• Oversee execution of CTB’s strategic objectives including optimizing its credit card portfolio, retail banking business, and optional insurance products.

• Maintain P&L ownership of product and customer performance, ensuring business case objectives are met, aligned with growth objectives.

• Align stakeholders across CTB, Retail businesses, and Triangle loyalty to jointly deliver products that maximize enterprise value.

• Act as the first line of defense, accountable for internal processes and controls to ensure regulatory compliance of the credit card, retail, and insurance businesses.

Drive New Customer Acquisition

• Own and deliver CTB’s new customer acquisition strategy, across Retail banners and Digital channels.

• Aligned with CTB’s strategic agenda, identify and unlock new acquisition channels, including retail integration, digital partnerships, and ecosystem-driven growth opportunities.

• Operate cross functionally with enterprise partners to connect the Bank’s value proposition to Retail and Triangle loyalty, unifying customer acquisition strategies to franchise and deepen relationships.

• Effectively manage market conduct practices of the business, focused on adhering to regulatory requirements and protecting customers.

Support Customer Lifecycle Management

• Effectively partner with customer experience teams to oversee CTB’s onboarding, engagement and retention strategies, prioritizing retail engagement and customer growth.

• Test & learn new personalization strategies to meet customers where they are, leveraging a new marketing technology platform.

• Ensure CTB’s customer objectives are met through strong partnership with teams focused on delivering enterprise-wide objectives.

• Manage regulatory compliance related to consumer preference management, connecting CTB communication platforms to CTC, ensuring seamless experiences for retail and banking customers.

Manage the Digital Customer Experience (end to end)

• Accountable for launching industry leading features and experiences for CTB customers across owned and enterprise Digital assets (mobile and web).

• Define and execute a product and customer service vision, roadmap, and backlog with a focus on growth, engagement, and creating customer value.

• Drive innovative solutions in Digital channels, moving to omni-channel customer servicing that is based on an Agentic AI infrastructure.

• Balance speed, risk, and regulatory requirements in product and feature delivery.

Lead Transformation and Change Across CTC

• Build and grow meaningful relationships across CTC that connects CTB’s business and teams to enterprise partners, creating positive outcomes for employees and customers.

• Accountable for significant portions of CTB’s True North Strategy, including modernizing acquisition of new customer technology, launching new products to market, and implementing new marketing technology.

• Create Agentic/AI process workflows that efficiently re-imagine internal processes and customer experiences.

• Maintain industry relationships and knowledge of market innovation in areas like payment technology, Open Banking, and Agentic Commerce.

Build Diverse High Performing Teams Aligned to CTC’s Core Values

• Lead a cross functional team, with both direct and indirect accountability in pursuit of CTC wide transformation objectives.

• Create a talented and diverse workforce, focused on career development and improving employee satisfaction.

• Support CTC senior executives with strategic and employee experience strategies, overseeing and implementing initiatives fostering engagement and satisfaction.

What You Bring:

• Deep retail, product and digital banking experience

• Experience developing banking strategies, business cases and roadmaps

• Strong external focus with ability to synthesize trends and keep pace in highly changing financial services industry (fintech/decentralized finance/open banking/metaverse)

• Financial acumen to develop fact-based business cases

• Prior experience with the principles of design thinking and digital product delivery

• Experience working with agile teams and cross functional partners

• Familiarity with banking technology systems

• Comfort with emerging technology and banking trends

• Financial acumen and knowledge of payments industry and Canada’s payment modernization program

• Strong collaborator who is not afraid to speak up

• Exceptional communications skills – both written and verbal

• Drives results

• Customer and Digital-first mindset

• Ability to influence without direct authority

• Comfortable with ambiguity

• Retail banking and financial services experience

#LI-RM1

This posting represents an existing vacancy within our organization.

We may use artificial intelligence tools as part of our recruitment process to assist in the initial screening of resumes. All hiring decisions, including candidate evaluation, selection, and disposition, are made by human recruiters.

About Us

At Canadian Tire Services Limited/Canadian Tire Bank, it is our mandate to continue to create innovative and rewarding financial solutions for our customers. Our growing suite of products and services showcase the dynamic contributions from our employees and our success is driven by a strong vision, loyal customers, and our ability to build teams that reflect the diverse customers and communities in which we live and work. Join us, where there's a place for you here.

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.