Senior Analyst, Digital Activation and Experimentation

About Us
Canadian Tire Corporation, Limited (“CTC”) is one of Canada’s most admired and trusted companies. With more than 90 Owned Brands, 1,700 retail locations, financial services, exemplary e-commerce capabilities, and exciting market-leading merchandising strategies. We dream big and work as one to innovate with purpose for our customers at every level of our business, investing in new technologies and products, and doubling down on top talent to drive the company forward. We offer competitive salaries and wages to CTC employees, as well as store discounts, supported learning through our Triangle Learning Academy, Canadian Tire Profit Sharing, and retirement and savings programs for eligible employees. As part of our enhanced flex benefits program, we offer mental health benefits in the amount of $5,000 per year for benefits-eligible employees and their families, including total well-being, and mental health tools and resources for all employees. Join us in helping to make life in Canada better through living and working our Core Values: we are innovators and entrepreneurs at our core, outcomes drive us, inclusion is a must, we are stronger together and we take personal responsibility. It is an especially exciting time to join CTC and its family of companies where career opportunities are wide-ranging! Join us, where there's a place for you here.

Canadian Tire Corporation is seeking a highly analytical and customer-focused Senior Analyst, Digital Activation and Experimentation to help grow our experimentation program across web and app as part of our Digital Experimentation Centre of Excellence (CoE).

Reporting to the Digital Activation & Experimentation Manager, you will design and analyze A/B tests, generate digital and customer journey insights, and guide Product and UX with clear, data-backed recommendations. You’ll work closely with Product Managers, UX designers, and eCommerce partners. Our stack includes Adobe Target, Adobe Journey Analytics, GA4, BigQuery, and Quantum Metric for customer journey analytics.

Key Responsibilities

Design & analyze experiments
 

• Plan, execute, and analyze A/B and multivariate tests on site experiences, features, and digital activation/personalization initiatives, including hypotheses, KPIs, sample sizing, QA, and post-test readouts. Where appropriate, support tests related to personalization and digital activation, leveraging Adobe Journey Analytics for deeper test analysis and journey views

Digital & customer journey analytics
 

• Use GA4, Adobe Journey Analytics, BigQuery, and Quantum Metric to analyze customer journeys and funnels, identify friction points, and surface high-impact opportunities for experimentation

Ad hoc analytics support
 

• Provide ad hoc analytics support to Product and UX teams on customer journeys and digital experiences (e.g., diagnosing changes in conversion, investigating feature performance, validating hypotheses)

Support advanced analytics initiatives
 

• Collaborate with the Digital Activation & Experimentation Manager on analytical tasks, including segmentation, opportunity sizing, and advanced test analysis, to shape the experimentation roadmap and digital strategy. Lead analytics for key business initiatives performance tracking, delivering updates and insights to senior stakeholders

Insight storytelling & recommendations
 

• Translate data into concise, actionable narratives and recommendations for Product, UX, and eCommerce partners, with occasional presentations to senior leaders

Benchmarking & continuous improvement
 

• Use available internal and external benchmarking datasets to put performance in context and validate the impact of experiments over time. Contribute to CoE playbooks, standards, and processes (e.g., QA checklists, metric definitions), and help improve Experimentation CoE documentation and QA practices

Qualifications

Must-haves:
 

• Passionate about enhancing the omni-channel experience with a personal enthusiasm for eCommerce
• Bachelor’s degree or above in Business, Computer Science, Statistics, Mathematics, or equivalent field
• 3–5+ years in digital analytics, experimentation, or eCommerce analytics
• Hands-on experience with web/app analytics and funnel analysis (e.g., GA4, or similar)
• Proficiency in SQL for querying and joining large datasets

Preferred (Nice to haves):
 

• Experience with Adobe Target, Adobe Journey Analytics, or Quantum Metric (or similar journey/session tools)
• Experience with BI tools (Power BI, Looker) and Python or similar for light automation and reporting
• Familiarity with HTML, CSS, and JavaScript is preferred; proficiency in these coding languages will be a plus

Expected Core Behaviours & Soft Skills
 

• Structured thinker – Breaks ambiguous problems into clear questions, hypotheses, and analytical steps.
• Clear communicator – Explains complex analysis in simple terms and tailors messages to Product, UX, and business stakeholders.
• Customer-journey mindset – Naturally thinks in terms of end-to-end journeys, friction, and customer value.
• Collaborative partner – Enjoys working with Product, UX, Engineering, and Analytics; open, respectful, and solutions-oriented.
• Pragmatic with rigor – Cares about statistical discipline but knows when to be practical to keep teams moving.
• Ownership & follow-through – Takes responsibility for the quality of experiments, insights, and recommendations, and sees work through to impact.

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.