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 What do you think the biggest challenges are currently facing the industry? The pace of change. Marketing is the backbone of the organization and is the voice of the customer. Macroeconomic environment (tariffs) and rapidly changing technology (Gen AI) is changing the shape of how we show up as brands, reach customers and stay relevant. In an era of endless choice, it is important that as marketers we are grounded in the fundamentals of marketing, providing value to consumers with unique products and services that matter and communicate these where they are.