Irene Daley is Vice President, Marketing & Content at Canadian Tire Corporation, where she oversees one of Canada’s largest marketing portfolios, leading brand, loyalty, content, partnerships and creative strategy across Canadian Tire Retail and its family of brands.

Known for combining customer insight, creativity and commercial impact, Irene has played a key role in evolving Canadian Tire’s marketing approach to strengthen brand affinity, customer loyalty and long-term growth. She has stewarded some of Canada’s most iconic campaigns including Canada’s Store, Canada’s Garage, Tested for Life in Canada and We All Play for Canada leading the organization earn multiple Effie, Cassies and Canadian Marketing Awards. She believes marketing is at its most powerful when it drives business growth while making life in Canada better for customers and communities.

Before joining Canadian Tire, Irene spent 17 years in consumer packaged foods marketing, leading brands such as Oreo and Ritz and contributing to beloved Canadian programs including Kraft Hockeyville. A graduate from Queen’s University, she is passionate about the evolving role of marketing in driving business transformation and building lasting connections with Canadians.