Sr. Manager, Digital Marketing (E-Commerce)

As the Senior Manager, Digital Marketing for Roots, you’ll lead the creation and execution of innovative digital marketing strategies, driving brand growth and customer engagement. You’ll optimize performance through rigorous analysis of key metrics, A/B testing, and collaboration with internal teams and agency partners to maximize ROI and continuously enhance campaign effectiveness. With a focus on customer journeys, influencer strategy, and a well-managed budget, you’ll be instrumental in expanding Roots’ digital reach and impact. This role will report directly to the Senior Director, eCommerce and Digital Marketing.

The Senior Manager, Digital Marketing for Roots will be responsible for and evaluated on the following: 

• Develop and execute the Digital Marketing plan by owning strategy development, planning, forecasting, and working with both agency partners and internal teams to drive execution in Canada and the US to achieve business objectives and growth plans
• Leverage and analyze digital marketing KPIs (ROAS, CPA, CPM, CTR, etc.), and report results to the leadership and other stakeholders, expanding visibility of digital marketing to the business while also managing productivity of spend
• Develop and drive a testing and learning culture of continuous A/B testing and data analysis and refine marketing tactics based on learnings
• Specifically develop and own key digital performance focused marketing strategies, including search (SEO and paid), affiliate marketing, paid social, display, and partnership programs
• Evaluate opportunities to expand marketing channels to expand reach and retention with consumers
• Partner with brand marketing team and external agencies to develop a comprehensive influencer and social media strategy that has measurable goals and outcomes that drive customer acquisition, brand strength and ultimately conversion
• Identify key omni-channel customer journeys to drive acquisition, conversion and retention and report insight and opportunities to your business partners to improve results
• Provide insight and performance metrics to Creative team to assist in the development of creative assets that drive results across the full funnel
• Own the digital marketing budget and ensure efficient management across all budget measures and processes and report progress back to the business
• Work with various business partners to build global digital marketing strategy and execution roadmap
• Maintain up-to-date knowledge of industry news, best practices and changes in platforms, and identify how they impact existing programs

Top candidates for the Senior Manager, Digital Marketing role will have the following:

• Bachelor's degree in marketing/business or a related field
• A minimum 5-8 years' related experience working at a digital and/or brand communications agency or organization
• Digital-first strategic thinker with experience executing content creation, story-telling, digital media, social media best practices and SEO
• Experience managing agency relationships considered a significant asset
• Passion for fashion, retail and the outdoors along with a background in developing advertising and digital content for cutting-edge consumer product brands
• Strong understanding of targeting and media consumption habits along with target audiences/consumer profiling and devising digital campaigns that engage, inform and drive the business
• Understands and relishes the opportunity to work with a cross functional team
• Strong project management skills with the ability to lead and direct outside resources
• Exceptional time management, organizational, and networking skills
• An individual who is an energizer, a high-level communicator and an excellent team player
• Excellent communication skills. Fluency in English is a must with a working knowledge of French is a bonus
• Possesses a strong and intimate knowledge of the fashion, retail, street culture and the outdoors

The Sr. Manager, Digital Marketing role is eligible for:

• The Roots Work In Comfort (Flexible Work) program,
• A generous clothing allowance and employee discount
• Comprehensive medical and dental coverage

Founded in 1973, Roots Canada is a publicly held Canadian lifestyle brand that sells apparel, leather bags, small leather goods, footwear and active athletic wear with over 100 retail stores in North America and Asia.