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 Senior Manager, DTC Analytics, will play a pivotal role in shaping Roots' eCommerce and Retail growth. Blending strategic thinking with hands-on analytics, this role drives forecasting, commercial insights, and customer understanding to inform key decisions across merchandising, marketing, and channel operations.

This is more than a reporting role -- it's about connecting data to strategy, influencing leadership conversations, and uncovering opportunities to accelerate performance. You'll be in a highly visible position, with direct impact on DTC growth and commercial strategy, and regular exposure to senior leadership.



In this role, you'll also have the opportunity to shape the future of analytics at Roots, building scalable solutions, enabling actionable insights, and championing a culture of data-driven decision-making. As part of a collaborative, fast-paced team environment, you'll work in a culture that values curiosity, creativity, and innovation.



Key Responsibilities ? How You'll Make an Impact



Forecasting & Performance Management

Own end-to-end sales forecasting across eCommerce and Retail, delivering accurate, timely insights that guide leadership decisions. Define and track key KPIs to measure commercial health, ensuring alignment with financial and growth targets.

Commercial & Customer Insights

Deliver actionable insights that explain performance, customer behavior, and channel dynamics. Identify risks, opportunities, and levers for growth, shaping weekly trading conversations.

Marketing & Campaign Effectiveness

Partner with marketing teams to evaluate campaign performance and channel mix. Connect marketing investments to incremental sales, guiding spend allocation and optimization.

Strategic Decision Support

Translate analytics into evidence-based recommendations that inform merchandising, marketing, operations, and customer experience strategies. Champion a test-and-learn culture, challenging assumptions and driving continuous improvement.

Analytics Solutions & Enablement

Build scalable dashboards, reporting tools, and models that empower leaders to actionable insights. Streamline reporting processes to free up capacity for deeper strategic analysis.

Cross-Functional Leadership

Serve as a trusted advisor across the DTC business, influencing senior stakeholders with clear, compelling storytelling. Mentor colleagues and elevate the organization's analytics capability, embedding data-informed decision-making across teams.

Qualifications & Experience ? The Skills You Bring

7+ years in analytics, forecasting, or business insights within retail, eCommerce, or consumer-focused industries. Strong commercial acumen with a proven ability to connect insights to financial and business outcomes. Demonstrated success in building and maintaining forecasts and KPI frameworks. Experience analyzing marketing performance (digital, paid media, affiliate, etc.) and linking results to sales outcomes. Proficiency in SQL, GA4, and BI platforms (Power BI or similar), with advanced Excel skills; ability to adapt quickly to new technologies. A track record of influencing senior leaders and collaborating across cross-functional teams. Strategic leadership with the ability to connect the dots between data and business decisions. Curiosity and problem-solving skills, bringing rigor, creativity, and commercial focus to every challenge. Collaborative partnership skills, thriving in cross-functional environments and earning trust across teams. Storytelling ability to bring numbers to life, simplify complexity, and inspire action.

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.