Susan O'Brien

Chief Brand and Customer Officer
Canadian Tire Corporation Limited

O’Brien is responsible for the development and execution of marketing and branding strategies for Canadian Tire’s $7 billion retail division.  She and her team create innovative and integrated marketing plans for Canadian Tire’s five business divisions and sports partnerships campaigns.  

O’Brien leads the brand’s successful “Tested for Life in Canada” product quality program, which earned the company worldwide recognition, most recently for the “Canadian Tire Ice Truck” campaign. In addition, she is the driving force behind Canadian Tire’s multi-year “We All Play For Canada” brand campaign.  Both of these campaigns played a lead role in earning Canadian Tire theMarketing MagazineMarketer of the Year Award in 2013.