Director, Retail Experience & Communications

The Director Retail Experience and Communications is responsible for shaping and executing the strategy that defines how retail initiatives are communicated understood and experienced across the store network. This role ensures that all communications tools and programs enable store teams to operate effectively deliver exceptional customer experiences and drive profitable outcomes. As a key strategic partner to the business the Director acts as a bridge between Home Office and stores translating priorities into clear actionable direction while elevating the voice of the field and the customer. This role also serves as a change agent leveraging insights research and emerging best practices to continuously improve communication frameworks customer experience programs and executional effectiveness.

KEY PERFORMANCE METRICS

• Employee Engagement Score (field and team)
• Net Promoter and CSAT Score
• Balanced Scorecard targets
• Sales plan
• Conversion
• Indigo Help SLAs
• Project Implementation Surveys

KEY ACCOUNTABILITIES

Strategic

• Define and evolve the retail communications and experience strategy including frameworks tools and operating models that enable execution excellence across stores 
• Act as a strategic thought partner across the organization bringing forward insights on customer behavior communication effectiveness and emerging retail practices 
• Support or lead key strategic initiatives tied to the store experience including those within broader transformation programs  
• Anticipate and respond to evolving customer employee and business needs adjusting priorities and direction accordingly 

Functional

• Own the end-to-end retail communications ecosystem ensuring clarity consistency and effectiveness across all channels (e.g. Employee Hub SharePoint internal platforms) 
• Establish and enforce communication standards and best practices across business partners to reduce noise improve clarity and enable store focus  
• Ensure communications are audience-specific outcome-driven and structured to support both strategic understanding and tactical execution 
• Elevate the customer and employee experience by ensuring retail initiatives are clearly understood well-executed and aligned to the broader Customer Experience Roadmap  
• Drive store adoption of customer experience standards and programs through effective communication planning and tools 
• Own the Retail Voice of the Customer platform (Alida) ensuring insights are captured synthesized and translated into actionable recommendations  
• Co-own the retail workload and communications calendar (in partnership with Retail Operations) ensuring alignment across functions and disciplined management of store capacity 
• Translate enterprise initiatives into clear retail execution plans ensuring alignment timing and operational feasibility
• Continuously refine processes and tools to improve execution consistency and reduce friction for store teams 
• Establish and maintain a strong continuous feedback loop between stores and Home Office ensuring field insights inform decision-making and that communication remains relevant clear and actionable 
• Lead the development and execution of large-scale internal events (e.g. strategy meetings conferences holiday summits) ensuring high-quality content logistics and engagement 
• Ensure all communications meet French language requirements delivering efficient high-quality translation services 

People

• Lead and engage team to deliver strategic objectives through effective coaching and mentoring identifying and developing emerging talent and fostering an innovative collaborative and agile culture. 
• Foster a culture of innovation and continuous improvement focusing on customer and employee experience. 
• Accountable for the overall engagement productivity turnover and bench strength of the Retail Experience and Communications team 
• Collaborate with others to drive flexible and iterative solutions quickly and easily. 
• Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself. 
• Create and maintain channels for clear and transparent two-way communication including through communication discussion boards and meetings.

Cultural

• Role model Indigos Guiding Principles and inspire a positive customer-centric culture which reflects Indigos mission of creating joy and enriching lives while maintaining brand standards.
• Cultivate an environment of trust joy and empowerment where the opinions voices and well-being of employees are valued enabling people to bring their best selves to work and learn from one another.
• Embrace champion and influence as a trusted and integrated agent of change for your team the retail function and the organization.
• Embrace and champion technology that provides employees with high tech and high touch solutions to more efficiently serve Indigos customers.
• Champion equitable access to information across all roles in the field (CER to GM) ensuring clarity consistency and relevance for both francophone and anglophone employees.  
• Celebrate diversity of thought and have an open mindset by taking an active role in fostering a culture of continual learning taking risks without fearing making mistakes.

SCOPE

Reports To: VP Retail Operations

Total Direct Reports: 4 (2 indirect)

KEY RELATIONSHIPS

Internal

• Retail Leadership team
• Retail Operations
• Marketing Loyalty Events
• Human Resources
• Information Technology

External

• Vendor partners
• Legislative bodies

Qualifications :

QUALIFICATIONS

Work Experience / Education / Certifications

• Demonstrated experience in retail communications with preference for also having exposure to retail operations in multi site and matrixed environments
• 10 years people-management & leadership experience 
• Post-secondary education in Communications Business or a related discipline  
• Intermediate proficiency with Microsoft Suite

Competencies / Skills / Attributes

• Exceptional leader with ability to attract retain and inspire the best talent 
• Ability to work collaboratively in a high performance organization
• Curious creative and driven towards continuous improvement 
• Change leader who inspires their team to innovate and collaborate both within the team and cross functionally 
• Inspires and influences peers business partners and team towards new trends and new ways of working 
• Self-starter with an ability to work at the highest levels with little supervision  
• Demonstrated ability to develop effective and collaborative relationships across the organization in pursuit of corporate goals  
• Ability to create partnerships and influence outcomes utilizing effective communication skills and change management practices  
• Customer obsessed and passionate about the retail employee experience

Other (travel Bilingual etc.)

• This role will require a minimum of 4 days per week at the Indigo Home Office (located at 620 King St W Toronto ON M6K 0C6 Canada)
• Ability to travel independently up to 10% of the time
• Bilingualism (English/French)  an asset

Additional Information :

At Indigo all applications submitted are reviewed in detail by our HR team. In certain aspects of the hiring process artificial intelligence (AI) tools may be used specifically for screening and assessments. These tools support our team and are used to help bring relevant criteria to the foreground and do not replace human judgment. We are committed to using AI responsibly fairly and in compliance with applicable employment and anti-discrimination laws. We regularly review these tools to help prevent bias or discrimination.

At Indigo Diversity Equity Inclusion and Accessibility are core to our values. We integrate these principles into our training policies and hiring practices and continuously evolve to reflect the needs of the communities we serve. We welcome applicants from all backgrounds and lived experiences including but not limited to individuals who identify as BIPOC (Black Indigenous and People of Color) members of the 2SLGBTQIA community and persons with disabilities. If you require an accommodation during the recruitment process please contact Human Resources at

This posting is for a current opportunity within Indigo.

Remote Work :

No

Employment Type :

Full-time