Job Description

Digital Marketing Specialist1400 Castlefield Ave, Toronto, ON M6B 4C4, Canada xe2x97x8f Virtual Req #2000Wednesday, March 19, 2025Roots is more than just an iconic Canadian retailer, we are a group of passionate people who act with integrity, trust each other and do what is right. We work in a space where people can grow and develop, with teams who own results and are dedicated to seeing Roots win. We seek to build long standing relationships with partners who share our commitment to maintaining high ethical standards of operation.We are currently seeking a Digital Marketing Specialist who will seek inspiration from our roots, can commit to achieving results the right way and loves to think big to join us on our journey.Reporting to the Senior Manager, Digital Marketing (eCommerce), the Digital Marketing Specialist will support in executing Paid Media, Affiliate Marketing, and SEO initiatives aimed at increasing conversions and driving revenue growth in Canada and the U.S. This role will collaborate closely with cross-functional teams, including Brand Marketing, the internal Creative team, and external agency partners, to execute and optimize paid media, affiliate marketing and SEO strategies with an objective to drive traffic, engagement, and conversion rates across DTC business.The ideal candidate is entrepreneurial, resourceful, with a passion for making a measurable impact. They will also play a key role in improving go-to-market processes, driving operational efficiencies, and thriving in a fast-paced retail environment.The Digital Marketing Specialist for Roots will be responsible for the following:Paid Media (50%)

• Contribute to the achievement of overall revenue goals, strategies and Key Performance Indicators for Paid Media campaigns.
• Participate in the execution of Paid Media go-to-market deliverables (go-to-market requirements, program briefs, checklists, calendars, asset plans, workback schedules, etc)
• Coordinate the Paid Media assets creation, review and final approval processes for all paid-acquisition campaigns with internal and external partners. Liaise with internal and external partners to input all requirements, manage and consolidate feedback.
• Help manage the paid campaign performance dashboards to drive a positive ROI via Google Analytics and various vendor reports.
• Support the Senior Manager, Digital Marketing in building campaign reports, assessing campaign performance and provide recommendations and commentaries on what is working/not working to help optimize the performance.
• Complete the end-to-end digital testing to ensure all approved paid assets meet user experience from the point of click to Roots Canada and USA product pages.
• Review and analyze market trends to optimize the media plans and document/communicate new opportunities to cross-functional partners and external agencies.

Affiliate Marketing (30%)

• Support overall revenue goals by contributing to Affiliate Marketing strategies and key performance indicators (KPIs).
• Coordinate the process of identifying, onboarding, and nurturing new affiliate partnerships to expand program reach and effectiveness.
• Support the Senior Manager, Digital Marketing in the communication with affiliate partners. Providing support and performance feedback to strengthen partnerships.
• Help optimize existing affiliate relationships to drive higher engagement and conversions.
• Coordinate creative assets and copy requirements to ensure brand consistency across affiliate campaigns.
• Monitor, audit, and analyze campaign performance, implementing tracking and reporting systems to measure success and identify opportunities for improvement.

SEO (25%)

• Collaborate with SEO Consultant to identify and leverage synergies between SEO and SEM for optimal campaign performance.
• Support the Senior Manager, Digital Marketing in executing a data-driven content strategy, optimizing content through keyword research and competitive analysis to improve search rankings and drive organic traffic.
• Monitor and analyze emerging SEO trends, implementing innovative strategies to stay ahead of algorithm changes.
• Stay up to date with industry trends, search engine updates, and best practices to continuously enhance SEO effectiveness.

Top candidates for the Digital Marketing Specialist role will have the following:

• 2 years of experience in digital marketing, with a strong focus on paid advertising, and knowledge of affiliate marketing and SEO optimization.
• Analytical mindset with proficiency in tracking, interpreting, and leveraging performance metrics to drive business decisions.
• Good knowledge and understanding of digital marketing platforms, tools, and industry trends, with a passion for continuous learning and innovation.
• Knowledge in affiliate marketing, including platform management, tools, and key performance metrics would be an asset.
• Experience with SEO tools such as SEMrush, with up-to-date knowledge of SEO best practices, and trends would be an asset.
• Experience with Google Analytics 4, Google Search Console, and data visualization tools would also be an asset.
• Creative problem-solving skills with experience in developing effective, visually aligned creative assets following Rootsxe2x80x99 brand guidelines.
• Excellent communication and collaboration skills, with the ability to work effectively across teams and external partners.
• Strong project management skills, with the ability to prioritize multiple competing tasks in a fast-paced environment.
• High attention to detail and accuracy in all aspects of work.
• Ability to thrive under pressure, adapt to changing priorities, and maintain a proactive, xe2x80x9cget things donexe2x80x9d attitude.

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.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.

Roots Canada