Job Description

Roots is more than just an/the iconic Canadian retailer, we are a group of passionate employees who act with integrity, trust each other and do what is right. We work in a space where people can grow and develop, with a team of people who own results and are dedicated to seeing Roots win. We seek to build longstanding relationships with partners who share our commitment to maintaining high ethical standards of operation.

We are currently seeking a Director, Brand Marketing, 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.

We are looking for an experienced and creative marketer to lead our integrated brand and product storytelling in a consumer-centric way to build a strong brand equity in North America and globally.

The Director, Brand Marketing for Roots will be responsible for and evaluated on the following:

• Coaching and motivating direct report(s) to meet objectives and enable career development, while fostering a positive team culture of accountability and ownership.
• Supporting the CMO with Brand Communication Idea Development, as well as annual seasonal campaign development.
• Supporting the CMO with annual marketing brand planning process, key milestones, and deliveries.
• Leading the development & oversee the execution of integrated marketing programs that build brand awareness, affinity, and product adoption, inclusive of seasonal storytelling, product features & brand campaigns.
• Supporting brand crafting workstream to create updated brand tone of voice, positioning & guidelines.
• Crafting insights-driven both consumer & trend informed creative briefs that inspire the internal creative studio and functional partners to deliver results-oriented, brand-differentiating work.

• Identifying objectives and measuring results, sharing key learnings to peers and senior leaders.

• Leaning into effective collaboration to create greater visibility and accountability cross-functionally with creative partners internally and externally.
• Collaborating with Retail, Site, Social, PR, CRM, and Performance Marketing to develop omni-channel plans with a consistent customer journey through the funnel.
• Leveraging data insights and historical performance to develop a deep knowledge of our target audiences and routinely understand the effectiveness of our marketing programs, promoting a test and learn mindset.
• Sharing brand plan development at regular marketing meetings cadences with cross functional teams.
• Supporting organizational initiatives (e.g., sustainability) from brand perspective to ensure alignment with brand strategy.
• Actively manage budget, ensuring responsible spending to achieve objectives, in partnership with CMO & Finance.
• Leading internal and external agency relationship management, acting as the primary point of contact for relationship and issues resolution.

Top candidate will be able to showcase the following experience:

• Bachelor\xe2\x80\x99s or master\xe2\x80\x99s degree in marketing or a related field
• Minimum 10 years of related experience developing/crafting consumer product, 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 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 and knowledgeable about the consumer and their world, knowledgeable about consumer segmentation and targeting strategies.
• 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.

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.

Other details

• Pay Type Salary

• 1400 Castlefield Ave, Toronto, ON M6B 4C4, Canada

Roots Canada