Susan O’Brien will be moving into the role of EVP and chief transformation officer at Canadian Tire as part of a redesign of the retailer’s senior leadership group under its $2-billion “True North” restructuring plan.

O’Brien played a key role in leading the Triangle Rewards program in her previous role as EVP and chief brand and customer officer at Canadian Tire and will be relied on to enhance customer loyalty through a multi-year transition period.

The “True North” plan represents a significant expansion for the Triangle Rewards program which will see increased focus on loyalty membership, partners and loyalty sales and stimulation of retail growth. The loyalty system expansion will include revamped personalization options for customers, an influx in brand partnerships and a new strategy to expand the company’s Triangle Mastercard clientele base.

Proprietary AI-powered systems will accelerate plans to upgrade Triangle Rewards through privileged, first-party data, the company says.

“We are an iconic Canadian retailer primed for stronger customer connections and leading shareholder returns,” Canadian Tire president and CEO Greg Hicks said in a news release. “In a new era of retail and hyper-scale global competition, we will operate more efficiently and go to market more strategically, harnessing our banners and loyalty system to elevate our scale.”

Canadian Tire, which also owns stores such as SportChek, Mark’s and Pro Hockey Life, also announced TJ Flood as its new EVP and COO. Flood’s experience as EVP and president of Canadian Tire retail and as president of SportChek “will enable the shift to centralized processes and cross-banner efficiencies,” Thursday’s release says.

Under the expansive “True North” plan, Canadian Tire will also close 17 of its Atmosphere outdoor and hiking locations and develop new-concept stores as it seeks to optimize its SportChek portfolio. Increased investments in Mark’s stores and the continued modernization of existing Canadian Tire locations are also included in expected total operating capital expenditures of between $525 million to $575 million for 2025.

Canadian Tire also announced Thursday that it will soon be appointing a new EVP and chief commercial officer. And Darren Myers will start on as EVP and CFO on April 1 after obtaining the titles in an announcement in January.