Irene Daley

VP Marketing
Canadian Tire Corporation Limited

Irene Daley is the Vice President of Canadian Tire Marketing and Content at Canadian Tire Corporation (CTC). In this role, Irene leads brand strategy and full-funnel marketing campaigns for the company’s Canadian Tire Retail, Pro Hockey Life, and Party City banners, as well as Canadian Tire Jumpstart Charities. She also oversees Triangle Creative Services (T3), Canadian Tire’s in house creative agency and production studio.  

Irene has led the evolution of many of Canadian Tire’s most iconic campaigns, including Canada’s Store, Canada’s Garage, Tested for Life in Canada, and We All Play for Canada, Canadian Tire’s Olympic and Paralympic campaign. Irene is a collaborative, inclusive, and supportive leader who champions her team and unleashes their strategic creativity with incredible results, evidenced by her team’s reimagining of Canada’s Store and Tested for Life in Canada, which have been highly recognized and awarded, including multiple wins at the Effies, Cassies, and Canadian Marketing Awards. She oversees a best-in-class team of marketers who leverage customer data and insights to drive deeper brand trust and loyalty to further the iconic Canadian retailer’s continued growth and modernization. Before joining CTC, Irene spent 17 years in consumer-packaged goods marketing leading large global brands such as Oreo, Ritz, the What’s Cooking recipe content strategy, and the Kraft Hockeyville community platform.       

Irene is committed to living CTC’s Brand Purpose – We Are Here to Make Life in Canada Better – both inside and outside the company. She is a member of the Canadian Marketing Association’s Diversity, Equity and Inclusivity Committee, previously served as a Board Member of Big Brothers Big Sisters of Canada and has volunteered for Habitat for Humanity. Irene holds a Bachelor of Commerce from Queen’s University and lives in Toronto with her husband and two children.