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 Vice President, eCommerce is responsible for leading and accelerating Roots’ digital commerce business across North America & internationally. This role oversees the full eCommerce P&L and drives customer acquisition, retention, performance marketing, digital merchandising, onsite experience, and customer service. The VP will partner cross-functionally with Marketing, Retail, Product, IT, and Operations to deliver profitable growth while advancing Roots’ omnichannel vision.

Key Responsibilities → How You’ll Make an Impact

eCommerce Strategy & Leadership
• Develop and deliver a multi-year eCommerce growth strategy aligned with Roots’ brand and commercial priorities.
• Lead forecast, trading & commercial calendar for DTC business, leveraging channels to drive results in short- and long-term timeframes.
• Lead eCommerce expansion into new markets and channels, building the infrastructure and partnerships required to scale.
• Partner with B2B / wholesale to optimize eCommerce presence across all Roots businesses.
• Own the eCommerce P&L, including revenue, margin, traffic, conversion, and customer lifetime value.
• Lead and mentor a cross-functional team across merchandising, paid media, retention/CRM, UX, and customer service.
• Champion data-driven decision-making and digital innovation.
Digital Merchandising & Trading
• Support digital Merchandising team to define site merchandising strategy, enabling product storytelling, collection presentation, and brand experience to drive conversion and be consistent with Roots’ standards.
Performance Marketing & Paid Media
• Build and execute full-funnel digital marketing strategies across search, social, display, video, affiliate, and emerging channels.
• Optimize media investment to drive efficient traffic, ROAS, and new customer acquisition, measured through a custom revenue attribution model.
Retention, CRM & Loyalty
• Lead the development of CRM and lifecycle strategies that maximize repeat purchase, loyalty engagement, and customer value.
• Guide segmentation, personalization, and email/SMS strategy to deliver relevant, timely communications to build excitement and connection with customers.
Digital Experience, UX & Customer Service
• Work with the Director, UX & Customer Service to enhance onsite experience, navigation, search, checkout performance, and overall usability.
• Drive experimentation (A/B testing, personalization, UX research) to increase conversion and customer satisfaction.
• Ensure high-quality, branded customer service interactions across all touchpoints.
Omnichannel Integration
• Strengthen the digital-retail ecosystem through BOPIS, ship-from-store, inventory visibility, and loyalty integration.
• Partner with Retail Operations to harmonize customer experience across channels.
Analytics, Reporting & Technology

• Build & leverage dashboards and KPIs to measure performance across marketing, site merchandising, and experience, connecting insights to commercial activities to drive LTV.
• Collaborate with IT and Product teams on the eCommerce platform roadmap, site performance, and backend systems.

Qualifications & Experience → The Skills You Bring

• 15+ years of progressive experience in eCommerce, digital marketing, or digital product, ideally in retail or consumer brands.
• Demonstrated experience leading multi-disciplinary digital teams and large P&Ls.
• Deep understanding of eCommerce platforms, AI opportunities, analytics tools, and performance marketing channels.
• Proven track record of driving measurable revenue growth through digital innovation.
• Strong leadership, collaboration, and communication skills.
• Customer-centric mindset with a passion for retail, product, and brand.
• Strong business acumen with demonstrated experience driving results through people, performance analytics, and operational excellence.
• Inspirational leadership style that promotes inclusivity, accountability, and team development.
• Excellent communication and interpersonal skills, with the ability to influence at all levels of the organization.

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.