Job Description

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
The Product Marketing Manager plays a critical role in bringing Roots products to life through compelling storytelling and customer first positioning. This role partners closely with Merchandising, Design, Creative, E Commerce, and Retail teams to translate product strategy into impactful go to market execution across all channels. You will help shape how our products are understood, experienced, and loved by our customers.

Key Responsibilities → How You’ll Make an Impact
STRATEGIC
• Lead the development of product positioning, naming frameworks, and go to market strategies across key product categories.
• Translate consumer insights into actionable product strategies that inform design, merchandising, and marketing.
• Build consistent storytelling frameworks for seasonal collections and core franchises, aligning product truths with brand vision.
• Partner with Marketing, Merchandising, and Creative to ensure product marketing strategies are consumer led and brand right.
• Monitor consumer trends, competitive positioning, and market opportunities to inform product strategy.
• Track product performance against strategy, identifying insights to support prioritization.
DAY TO DAY
• Develop and deliver product briefs, product knowledge one pagers, and training tools to support store teams and marketing partners.
• Support cross functional go to market planning by building timelines, launch strategies, positioning decks, and post launch performance insights.
• Collaborate with Consumer Insights to design and execute surveys, focus groups, and panels; synthesize findings into actionable business recommendations.
• Track and report on product performance, consumer sentiment, and category trends; recommend pivots as needed.
• Act as a connective partner across internal teams, ensuring consumer first thinking informs all stages of product development and launch.
• Support the Copy Team by developing product storytelling and clear feature/benefit positioning for internal and external communications.

Qualifications & Experience → The Skills You Bring
• 5 years of experience in a Product Marketing role.
• Proven experience leading consumer research and applying insights to product and marketing strategy.
• Strong storytelling, copywriting, and communication skills.
• Excellent project management skills, with the ability to manage timelines, stakeholders, and multiple priorities.
• Highly collaborative, detail oriented, and able to balance creative and analytical work.
• Proficient in the Microsoft Office Suite (PowerPoint, Excel, Word) and comfortable using research and insights tools.
• Passion for Roots, Canadian lifestyle, and consumer first storytelling.

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.