Chief Marketing Officer

Job Description:

The Chief Marketing Officer (CMO) is a key member of the Executive Leadership Team responsible for defining, elevating, and protecting the Pet Valu brand across Canada. This role sets the enterprise-wide marketing and leads the strategic planning, development, and execution of all brand, loyalty, customer engagement, and omnichannel initiatives.

The CMO drives national brand awareness, customer acquisition, lifetime value, and revenue growth through data‑driven insight, compelling brand storytelling, and an integrated approach to the customer journey. The role oversees Marketing, Loyalty, and Customer Engagement/CRM functions, building a high‑performing team that partners closely with Merchandising, Retail Operations, Supply Chain, Digital/E-Commerce, IT, and Finance to support enterprise growth.

Functional Responsibilities

1. Brand, Marketing & Communications Leadership

• Set and execute the enterprise brand and marketing strategy that enhances national brand awareness & affinity and drives customer monthly trips and sales. Lead integrated marketing planning across paid, owned, digital, and instore channels to deliver cohesive brand experiences.‑store channels to deliver cohesive brand experiences.

• Oversee all creative, content, communications, events, and public relations to protect and advance brand reputation.

2. Digital Commerce & Omnichannel Strategy

• Partner with Digital/E-Commerce & Customer Technology on Pet Valu’s omnichannel strategy, strengthening the customer journey across ecommerce, mobile app, digital storefronts, and instore experiences. commerce, mobile app, digital storefronts, and instore experiences.

• Commerce capabilities, including traffic acquisition, conversion optimization, product experience, and digital merchandising.

3. Loyalty, CRM & Customer Lifecycle Optimization

• Lead the enterprise loyalty strategy, ensuring program growth, optimization, and differentiation.

• Use customer data, analytics, and segmentation to drive personalized marketing and measurable improvements in loyalty engagement, visit frequency, and lifetime value.

• Enhance CRM capabilities through advanced targeting, automation, and customer journey mapping.

4. Performance, Analytics & Data-Led Decision Making

• Establish key KPIs across brand, digital commerce, loyalty, and customer engagement to monitor performance and drive accountability.

• Champion data-driven decision making, leveraging insights to optimize marketing investment, campaign performance, and customer experience outcomes.

5. Budgeting, Governance & Vendor Partnerships

• Oversee the marketing budget, ensuring maximum impact and disciplined investment.

• Manage relationships with agencies and media partners to support scalable growth.

Skills, Experience, Education, Certifications (List minimum required to enter the role.)

• Bachelor’s Degree in Marketing, Business, Digital Commerce, or a related field.

• Proven leadership experience in marketing within a retail, consumer goods, or omni‑channel environment.

• Expertise in brand strategy, customer insights, marketing communications, and loyalty engagement.

• Strong analytical, strategic planning, and decision‑making skills.

• Excellent presentation, negotiation, and stakeholder‑management capabilities.

• Demonstrated success building, developing, and leading large marketing teams.

• Ability to thrive in a fast‑paced, growth‑oriented organization.

• Passion for operations and recognized depth of marketing excellence.

Competencies

• Business Acumen
  Knows how businesses work; knowledgeable in current and possible future policies, practices,
  trends, and information affecting his/her business and organization; knows the competition; is aware of how strategies and tactics work in the marketplace.

• Intellectual Horsepower
  Is bright and intelligent; deals with concepts and complexity comfortably; described as intellectually sharp, capable, and agile.

• Decision Quality
  Makes good decisions (without considering how much time it takes) based upon a mixture of analysis, wisdom, experience, and judgment; most of his/her solutions and suggestions turn out to be correct and accurate when judged over time; sought out by others for advice and solutions.

• Directing Others
  Is good at establishing clear directions; sets stretching objectives; distributes the workload appropriately; lays out work in a well-planned and organized manner; maintains two-way dialogue with others on work and results; brings out the best in people; is a clear communicator.

• Strategic Agility
  Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.

This posting is for an existing vacancy.

As part of the application process, AI may be used to assist with screening, or assessing job applicants .