Rosie Riolino-Serpa

AVP, Digital Marketing, Merchandising & Gift Card

Canadian Tire Corporation Limited

In her role as AVP Digital at Canadian Tire, Riolino-Serpa is responsible for managing, maintaining, developing and improving the usability standards for the company’s integrated digital channel  www.canadiantire.ca

This includes promoting the Web site as a highly-visible and practical research channel, showcasing customer friendly mobile apps and allowing social to listen and improve our customers experience across all digital touch points. Her role also over sees the Digital Center of Excellence that works with all of the CTC banners, such as, Mark’s, FGL, CTFS, Petroleum and Automotive.

Prior to joining Canadian Tire, Riolino-Serpa spent 20 years at Rogers and Bell Canada where she was responsible for the strategic development of the Multi-Channel with emphasis on customer experience, driving the integrated brand strategy across all online Bell properties.

In other roles at the company Riolino-Serpa also worked on a number of successful efficiency initiatives, managed and directed three major redesigns of the Rogers.ca and Bell.ca Web site and managed the first customer-facing application on Bell.ca. She also enjoyed a highly successful spell with Fusepoint Managed Services, overseeing the strategic development of the Installed Sales Team, Customer Account Management Team & Solution Architects, leading to an increased MRR of $1.5m.

Respected in the industry for her leadership, passion, vision and focus Riolino-Serpa has built her reputation on building teams that deliver results and improving morale in the respective workforces. She’s also currently a consultant for a number of Canadian and U.S. Telecommunications companies, producing e-commerce strategies, and guiding their development and deployment.

Speaking at: Canadian Tire in the Digital Realm