Simone Lumsden

SVP, Triangle Customer Loyalty and Retail Media | Applied AI and Digital Technology @ Canadian Tire Corporation

About

A senior Digital Technology and Marketing Executive, Simone is recognized as a strategic change agent who architects high-performing ecosystems to drive transformation. She has a proven track record of combining expansive data sets, AI, machine learning, and scalable technology to produce measurable business outcomes and industry-leading customer experiences. With extensive Applied AI expertise, Simone is actively re-architecting customer loyalty, marketing operations, and both internal and external-facing media teams to leverage the full spectrum of AI capabilities. From Narrow AI for precision modeling to Generative and Agentic AI for autonomous workflow execution, she is transforming these functions to deliver tangible results and drive efficiency. Simone is a courageous and innovative leader who specializes in Operating Model optimization across all pillars -  Tech, Capabilities, Process and People/Culture.  She has transformed the management of the Triangle Loyalty business resulting in significant overachievement of growth targets, and also built Triangle Retail Media into the #2 player in Canada. Leveraging the success of her restructure of the customer team for all four consumer businesses at Telus, she drove a multi-year marketing transformation at Rogers, delivering meaningful growth across the consumer segment through modernized technology and capabilities. Her vision and credibility in the domain were further evidenced when she led the development of the first Cross-Enterprise AI roadmap and Operating Model for Rogers. Previously, she was a founding executive at Public Mobile, where she was accountable for IT, Customer Operations, and Supply Chain, in addition to Customer Base Management. Beyond technical architecture, Simone is a leader with exceptional people skills who drives meaningful cultural impact. She places significant emphasis on the coaching and development of her teams and is committed to community leadership, serving on the boards of Campfire Circle and Moorelands Kids, and the Advisory Board for Outward Bound. Born and raised in the Ottawa area, she is French Immersion educated with a high degree of French professional proficiency.

Country

Canada

City

Toronto

Industry

Retail

Skill

Brand Development, Marketing Strategy, Customer Experience, Digital Marketing Transformation, Highly Functional in French Language

Experience

SVP, Triangle Customer Loyalty and Retail Media | Applied AI and Digital Technology

Canadian Tire Corporation

2023-11 - Present · 2 yrs 11 mos

Toronto, ON

Accountable for managing and optimizing Triangle Rewards across Canadian Tire Bank (Credit Card Customers), Retail (Canadian Tire, Sport Chek, Marks), and partners (Petro Canada, RBC, West Jet) to drive enterprise growth and profitability. This is an AI-first program which leverages advanced analytics and modernized Mar Tech to deliver curated offers and personalized customer journeys to drive engagement with the program, and deliver value to customers of the banners, the CT Bank, and the partners. Owns P&L for the Triangle Retail Media (B2B) business, which sells media to vendor-partners and external clients, by creating bespoke, premium audiences which leverage rich 1rst party data from the Triangle Rewards program. Triangle Retail Media is on a steep growth trajectory, as retail media businesses across North America steal share from more traditional media alternatives.

Customer Personalization and Digital Tech Enablement (MarTech/Ad Tech)

Canadian Tire Corporation

2022-11 - 2023-11 · 1 yr 1 mo

Hired by EVP and Chief Customer Officer to develop a strategy and roadmap for end-to-end, omni- channel customer personalization and orchestrated journeys, enabled by a modernized Mar Tech stack and advanced analytics.

Board Member | Audit Committee, Finance Committee and Conduct Review Committee

HSB - Hartford Steam Boiler

2022-7 - Present · 4 yrs 3 mos

HSB Canada, a Munich Re company, is a leading technology-driven, multi-line specialty insurer and provider of inspection, engineering, risk management and technology services.

Managing Partner | Digital Technology & Marketing Transformation | Customer Experience

SEL Consultants

2022-3 - 2024-7 · 2 yrs 5 mos

Toronto, ON

Strategic advisor to CEOs and C-Suite executives on how to modernize marketing practices, leverage data, technology and advanced analytics to deliver KPIs, and optimize operating models. Clients are national, industry-leading organizations that from private equity, publicly-traded, and not-for-profit sectors.

Chief Marketing Officer | Applied-AI, Digital Technology and Marketing Transformation

Rogers Communications

2019-7 - 2022-1 · 2 yrs 7 mos

Toronto, ON

Created an enterprise level Integrated Marketing Team, responsibe for AI and data-enabled personalization and marketing campaigns for the Rogers, Fido and Chatr brands. The team leverages AI and Machine Learning, Ad&Mar Tech, Digital Media, Big Data and Cloud Computing to deliver modernized omni-channel marketing, driving brand preference, engagement and loyalty for 10+million customers. Executive Sponsor for establishing an AI-Nerve Centre to serve the enterprise. Accountable for enterprise Brand Stewardship and Partnerships. Executive champion for Diversity, Equity and Inclusion initiatives.

Digital Marketing Strategic Advisor

Plus Company

2019-1 - 2019-6 · 6 mos

Advised CEO and leadership team of Plus Company on the structure and launch of Magnet, the Mar Tech/Ad Tech and Data enablement agency within the Plus Company portfolio.

Head of Brand/VP Customer Experience Marketing

TELUS

2016-4 - 2018-6 · 2 yrs 3 mos

Toronto

Accountable for brand stewardship of the TELUS brand across 10MM customer connections, and communication strategy and campaign delivery for all of consumer & small business. Leveraged Advanced Analytics, AI and Big Data to deliver optimized omni-channel experiences and drive Marketing KPIs.

VP Customer Relationship Marketing and Engagement

TELUS

2014-8 - 2016-4 · 1 yr 9 mos

Accountable for churn, customer engagement and lifecycle management for 10 MM customer connections for four product lines, as well as customer experience design across all touchpoints. Also accountable for driving CRM programs and capabilities, customer insights, Advanced Analytics, and Big Data initiatives.

General Manager of Public Mobile

TELUS

2013-11 - 2014-8 · 10 mos

Accountable for the integration and rationalization of Public Mobile with TELUS post acquisition, including all assets, team members, and operations.

SVP of Customer Experience and Operations

Public Mobile

2012-2 - 2013-11 · 1 yr 10 mos

Marketing and Lifecycle Management (Churn/Retention), Database Analytics and Insights Operations for Call Centre, Retail, and end to end Customer Experience Supply Chain and Logistics, PMO, Reporting and and Business Intelligence

VP Customer Experience and Operations

Public Mobile

2009-4 - 2012-2 · 2 yrs 11 mos

As a founding executive for this new entrant, hired and built a team to deliver the operational capabilities for a branded Customer Experience at all touchpoints (stores, contact centres). Accountable for IT architecture, and operational systems from company inception until launch+6 months.

VP Marketing

Rogers Communications

1997-1 - 2009-3 · 12 yrs 3 mos

Over 12 years, held range of VP roles within the Marketing Departments of Rogers Cable and Rogers Communications (Cable/Wireless) including VP/GM for Digital Television, VP Converged Marketing.

Head of Marketing

Reckitt

1995-1 - 1997-1 · 2 yrs 1 mo

Brand Manager

Procter & Gamble

1991-8 - 1994-12 · 3 yrs 5 mos

Canada

Education

Schulich School of Business - York University

Institute for Real Growth

The IRG100 Leadership Program connects CMOs and other senior growth leaders to invaluable benchmarking, insights, and best practices to develop a roadmap for more humanized growth.