Susan O'Brien

Susan O’Brien is the Executive Vice-President and Chief Transformation Officer at Canadian Tire Corporation (CTC), where she leads the implementation of the company’s True North strategy, advancing initiatives and championing new tech-enabled ways of working to drive enhanced outcomes for stakeholders.

Over the years, Susan has played a key role in shaping how Canadians experience the Canadian Tire brand. She led the launch of Triangle Rewards, a major milestone bringing together CTC’s family of companies under one loyalty and credit card program. She also helped create the award-winning brand campaigns We All Play for Canada and Tested for Life in Canada.

Before taking her current role, Susan led marketing, customer experience and brand strategy across the company. She helped build more connected and personalized experiences for customers across online and in-store channels, while also leading work in areas like community partnerships, environmental responsibility and sport. In 2023, Susan led the launch of CTC’s Women’s Sport Initiative (WSI), a multi-million dollar investment earmarking a minimum of 50% of its sponsorship dollars towards women’s professional sports by 2026. The WSI also includes a media fund to increase the visibility of women’s sport across broadcast, digital and social platforms, in support of a new era of growth and opportunity.

Susan sits on the boards of Enactus Canada and Taymax Group LP. She holds an MBA from the Ivey Business School at Western University and a Bachelor of Commerce from Dalhousie University. A recognized leader in Canadian marketing, Susan has received numerous accolades, including being named a Strategy Magazine Marketer of the Year and one of the Globe and Mail’s Report on Business 50 Best Executives in 2022.