Princess Auto Ltd., a Canadian retailer known for tools, farm equipment, industrial gear, and surplus finds, just announced Brett Shnider as their new Vice-President of Marketing, Brand, and Communications. Promoting Shnider isn’t just about rewarding loyalty—it signals the company’s focus on growing its brand, connecting with customers, and standing out in an increasingly crowded marketplace.

Shnider’s been with Princess Auto for over eight years, and during that time, he’s put his mark on how the store approaches marketing. Before this, he worked as a category leader, where he learned the ins and outs of retail strategy, studied customer habits, and worked all over the business. Add to that a solid education from both the University of Manitoba and the University of Winnipeg. It all comes together to make him a smart pick for this top spot.

By promoting Shnider, Princess Auto is doubling down on the idea that a clear, unified marketing vision is critical, especially as the company launches new stores, polishes its brand, and looks for ways to keep people coming back—in person and online. Now, Shnider’s expected to steer everything from marketing campaigns to how the company communicates internally and with the world. He’ll play a big part in making sure people know what makes Princess Auto unique.

A Bit About Princess Auto

The company started back in 1933 in Winnipeg as an auto wrecking outfit. Now, it’s grown into one of Canada’s go-to stores for tradespeople, DIYers, farmers, and those working in industry. With more than 55 locations in every province and several distribution centers to match, they’ve got everything from power tools and shop essentials to hard-to-find surplus items.

Princess Auto’s success comes from blending old-school service and values with modern strategies, like boosting their online presence and expanding payment options. Their dedication to the communities where they operate—like sponsoring local events—has helped them earn a loyal following.

The retail world is changing fast. People expect more from stores, more stuff is happening online, and there’s new competition at every turn. In this environment, clear marketing and a strong brand aren’t just nice-to-haves—they’re make-or-break.

Why Strong Marketing Leadership Matters

Marketing isn’t just about putting ads in the paper or running sales. These days, being VP of Marketing means you need to craft the story of the brand, dig into data to understand who the customers are, and find ways to connect with them no matter where they shop. That’s what Shnider is walking into—a role that’s both strategic and hands-on.

Princess Auto serves a really wide mix of people, from folks tinkering in their garages to professionals who depend on the right tool for their trade. Marketing needs to appeal to all of them without losing focus. Some big things on Shnider’s plate:

• Brand Position: He’ll make sure Princess Auto keeps its reputation for reliability and its deep selection front and center.
• Customer Engagement: Beyond just making the sale—loyalty programs and getting involved locally keep customers coming back.
• Communications: Making sure everyone inside and outside the company understands what Princess Auto stands for.
• Data: Marketing today means tracking what works, who’s buying, and what gets people interested—then acting on it.

Princess Auto is betting that deepening these areas will help them grow, especially as they expand both in stores and online.

Shnider’s Path and Style

After nearly a decade at Princess Auto, Shnider’s move to the executive team shows the company values leaders who know the business inside-out. He’s held roles that pulled him into all parts of the operation—he’s got the experience and understands what makes Princess Auto tick. Educated in Manitoba, he brings a local perspective but is ready to lead on a national scale. Up ahead, he’ll need to guide the company through both the familiar retail cycles and the new, digital future.

Key Goals for Marketing

Here’s what Shnider will focus on:

1. Standing Out: In a sea of big-box stores and online outlets, Princess Auto has to show why it’s different—better selection, great service, good value. That’s how they’ll win new fans and keep old ones.
2. Digital Integration: Online shopping and digital marketing are just as important as the store experience. Shnider’s job is to make that all feel seamless for customers.
3. Using Data: Numbers matter—tracking results and customer habits will shape smarter campaigns and spending.
4. Community Focus: Princess Auto invests in its customers’ communities through events and partnerships, and marketing can make these connections even stronger.
5. Teamwork: Great marketing isn’t done in a silo. It means syncing up with people in product, IT, store operations, and service to make sure the brand feels consistent everywhere.

Retail in Canada: The Bigger Picture

Canadian retail keeps shifting, shaped by technology, changing trends, and tougher competition from all sides. Retailers who want to survive—let alone grow—have to blend a strong in-store experience with convenient online options. Marketing touches everything: drawing people in, personalizing their experience, earning their loyalty, and adjusting to new trends quickly.

Princess Auto needs to reach a wide range of customers, from industrial buyers to weekend hobbyists. The smarter and more adaptable their strategy, the better they can move with the market and find new opportunities.

Looking to the Future

As Brett Shnider steps into his new role, his leadership will shape how Princess Auto grows and evolves. Everything from how people discover the brand, to how they shop—online or in-store—will be influenced by his decisions and style.

This promotion ties together his experience, a steady hand on the wheel, and a clear vision for what’s next. Princess Auto has always been about good service, a broad product mix, and local connections. Now, under Shnider, they look ready to pair that legacy with fresh, modern strategies to keep customers engaged and the business growing strong in a fast-changing retail world.