Established in 1973, Roots is a proudly Canadian lifestyle brand that celebrates authenticity, quality, and community. Inspired by the great outdoors, we create timeless, sustainable apparel and leather goods designed for comfort and everyday adventure. At Roots, we believe in fostering a culture of inclusivity, creativity, and teamwork – where every team member plays a role in shaping our brand’s legacy. If you bring passion to everything you do, lead with integrity, and believe in the power of collaboration to drive growth, we’d love to have you on our journey!
Nature & Scope → Your Role at Roots
We are looking for a proven, purpose-driven marketing leader to shape integrated, consumer-centric storytelling that strengthens brand equity and drives sustainable growth across North America and global markets. This role will lead cross-functional planning and execution, translating consumer and cultural insights into cohesive campaigns that connect product, brand, and community—bringing our heritage and values to life while delivering measurable business impact.
Key Responsibilities → How You’ll Make an Impact
- Lead and develop a high-performing team, fostering accountability, ownership, and growth.
- Help shape future brand growth by supporting multi-year (brand, commercial and product) planning with insights, cross-functional collaboration, and international market opportunities.
- Partner with the CMO and cross-functional teams to shape integrated annual and seasonal marketing planning, delivering integrated campaigns and content that build brand strength, consideration, product adoption, and business results.
- Translate trends, consumer behaviour, culture, and performance insights into sharp briefs. Work closely with creative services and channels to support the development of distinctive creative that delivers results across the funnel.
- Drive cross-functional alignment across performance, retail, digital, PR, CRM, and social to deliver a consistent omni-channel customer journey.
- Measure effectiveness, extract learnings, and embed a disciplined test-and-learn approach to improve impact over time.
- Steward agency partnerships, budgets, and brand governance to ensure high-quality execution and strategic consistency
- Partner on international growth initiatives, shaping marketing plans that strengthen brand relevance and support market expansion
Qualifications & Experience → The Skills You Bring
- Bachelor’s or master’s degree in marketing or a related field
- Minimum 10 years of related experience developing/crafting consumer products, apparel, footwear, or fashion brands either in-house or at communications agency. Preference will be given to experience with experience developing brand strategy, and overseeing content creation, storytelling, brand guidelines, tone of voice, and communications.
- Exceptional leadership and collaboration skills, and ability to build strong partnerships with cross-functional peers and creative or agency partners.
- Highly strategic, creatively minded and results oriented marketer with a proven track record in brand storytelling.
- Practical experience leading a wide variety of marketing programs across channels.
- Curious about the consumer and their world, knowledgeable about consumer segmentation, targeting strategies and comfortable understanding consumer research and insights.
- Highly analytical, ability to extract insights from multiple data sources across consumer, trend, and sales data, to make informed decisions.
- Passion for fashion, retail, and the outdoors a benefit.
- Exceptional time management, project management and organizational skills.
At Roots we appreciate that skills and expertise are cultivated through a range of experiences. We are committed to reflecting Canada's diverse landscape in our products, team, and workplace culture. We value your unique perspective and encourage you to apply, even if you don't meet every listed requirement. Accommodations are available for applicants throughout the recruitment process.
Please note: Roots uses technology-assisted tools, including artificial intelligence (AI), to support parts of the recruitment process. These tools may be used to help review applications, assess qualifications, and support interview documentation. All hiring decisions are reviewed and made by our Talent team and key leaders involved in the recruitment process.
The posted salary range is intended to reflect the competitive market value of this role and is provided to support transparency in our hiring process. Final compensation will be determined based on a variety of factors, including but not limited to internal equity, relevant skills, demonstrated knowledge, experience, and overall fit for the position.
