Director, Omnichannel Operations & Customer Experience
About the role
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 Director, Omnichannel Operations & Customer Service will lead the strategy, execution, and continuous improvement of Roots’ omnichannel operations, ensuring a seamless customer experience across ecommerce, omnichannel tools, and customer care. The Director leads a team of 10 and is responsible for performance across user experience (UX), front-end development, order management, fulfillment, and customer service functions.
Reporting to the Head of Omnichannel Growth, fundamental to success will be the ability to use data-driven insights to drive action, while maintaining a relentless focus on customer experience when developing strategies and operational roadmaps. The ideal candidate will also bring strong communication skills, cross-functional collaboration, and a solid understanding of the technology development process.
Key Responsibilities → How You’ll Make an Impact
Strategy Development and Implementation
- Oversee end-to-end website operations including front-end UX, order fulfillment, digital payment options, international checkout, and customer service integration.
- Build business cases and conduct ROI analysis for omnichannel investments to continuously optimize prioritization and outcomes.
- Project manage cross-functional execution of initiatives, ensuring on-time, on-budget delivery.
- Stay current on market trends, emerging technologies (e.g., machine learning applications), and competitor benchmarks.
Continuous Optimization of Ecommerce operations
- Lead the UX team in optimizing user journeys, increasing conversion rates, and reducing friction across the platform.
- Oversee A/B testing, personalization, and user research to deliver a best-in-class shopping experience.
- Partner with Store Operations, Technology, Finance, and Distribution to enhance omnichannel fulfillment capabilities, balancing customer experience with cost efficiency from order to last-mile delivery.
- Develop reporting frameworks and dashboards to identify optimization opportunities, track KPIs, and measure ROI.
- Analyze key inputs such as cost per package, fulfillment performance, and customer feedback to inform strategy and decision-making.
- Manage the Customer Service team, ensuring effective multi-channel support, implementing tools to improve first-response rate, and driving CSAT/NPS performance.
Technology
- Collaborate with technology teams (internal and external) to build the infrastructure required to achieve strategic goals.
- Manage a prioritized technology roadmap, identifying gaps, building requirements, and aligning with ecommerce sprint cycles.
- Serve as the business owner of key technologies: defining requirements, conducting UAT, managing trade-offs, and providing input on troubleshooting.
- Oversee vendor relationships, including contract negotiations, SOW development, and budget accountability.
Qualifications & Experience → The Skills You Bring
- 8+ years of experience in retail, brands, CPG or similar environment
- Hands-on experience in analysis of large data sets
- Proven track record managing UX/design, customer support, and fulfilment/logistics teams.
- Strong understanding of end-to-end e-commerce processes, technologies, and performance metrics.
- Excellent leadership, communication, and stakeholder management skills.
- Experience with major e-commerce platforms (e.g., Shopify Plus, Magento, Salesforce Commerce Cloud) and tools (e.g., Zendesk, Looker, Hotjar, WMS/OMS systems)
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.
About Roots
Established in 1973, Roots is Canada’s leading lifestyle brand known around the world for its premium leather goods, apparel and accessories, with more than 120 retail locations in Canada and the United States, and more than 100 in Asia. Roots is not only a brand, we are a culture and lifestyle inspired by the open air. We are a team of people who share values focused on quality and integrity. We celebrate our heritage and authenticity and are proud of what we stand for. Our employees share this passion and seek opportunities to stretch their boundaries, learn new experiences and continue to grow their Roots.
Fondée en 1973, Roots la principale marque canadienne axée sur le « style de vie » et elle est reconnue dans le monde entier pour ses articles en cuir, ses vêtements sport et ses accessoires de qualité. Elle possède plus de 120 points de vente au Canada et aux États-Unis, et plus de 100 en Asie. Roots est bien plus qu’une simple marque, elle constitue une culture et un style de vie dont l’inspiration provient des grands espaces. Nous formons une équipe dont les valeurs sont fondées sur la qualité et l’intégrité. Nous rendons hommage à notre héritage et notre authenticité, et sommes fiers de ce que nous représentons. Nos employés sont animés par cette même passion et repoussent constamment leurs limites afin de vivre de nouvelles expériences et de s’épanouir.
Director, Omnichannel Operations & Customer Experience
About the role
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 Director, Omnichannel Operations & Customer Service will lead the strategy, execution, and continuous improvement of Roots’ omnichannel operations, ensuring a seamless customer experience across ecommerce, omnichannel tools, and customer care. The Director leads a team of 10 and is responsible for performance across user experience (UX), front-end development, order management, fulfillment, and customer service functions.
Reporting to the Head of Omnichannel Growth, fundamental to success will be the ability to use data-driven insights to drive action, while maintaining a relentless focus on customer experience when developing strategies and operational roadmaps. The ideal candidate will also bring strong communication skills, cross-functional collaboration, and a solid understanding of the technology development process.
Key Responsibilities → How You’ll Make an Impact
Strategy Development and Implementation
- Oversee end-to-end website operations including front-end UX, order fulfillment, digital payment options, international checkout, and customer service integration.
- Build business cases and conduct ROI analysis for omnichannel investments to continuously optimize prioritization and outcomes.
- Project manage cross-functional execution of initiatives, ensuring on-time, on-budget delivery.
- Stay current on market trends, emerging technologies (e.g., machine learning applications), and competitor benchmarks.
Continuous Optimization of Ecommerce operations
- Lead the UX team in optimizing user journeys, increasing conversion rates, and reducing friction across the platform.
- Oversee A/B testing, personalization, and user research to deliver a best-in-class shopping experience.
- Partner with Store Operations, Technology, Finance, and Distribution to enhance omnichannel fulfillment capabilities, balancing customer experience with cost efficiency from order to last-mile delivery.
- Develop reporting frameworks and dashboards to identify optimization opportunities, track KPIs, and measure ROI.
- Analyze key inputs such as cost per package, fulfillment performance, and customer feedback to inform strategy and decision-making.
- Manage the Customer Service team, ensuring effective multi-channel support, implementing tools to improve first-response rate, and driving CSAT/NPS performance.
Technology
- Collaborate with technology teams (internal and external) to build the infrastructure required to achieve strategic goals.
- Manage a prioritized technology roadmap, identifying gaps, building requirements, and aligning with ecommerce sprint cycles.
- Serve as the business owner of key technologies: defining requirements, conducting UAT, managing trade-offs, and providing input on troubleshooting.
- Oversee vendor relationships, including contract negotiations, SOW development, and budget accountability.
Qualifications & Experience → The Skills You Bring
- 8+ years of experience in retail, brands, CPG or similar environment
- Hands-on experience in analysis of large data sets
- Proven track record managing UX/design, customer support, and fulfilment/logistics teams.
- Strong understanding of end-to-end e-commerce processes, technologies, and performance metrics.
- Excellent leadership, communication, and stakeholder management skills.
- Experience with major e-commerce platforms (e.g., Shopify Plus, Magento, Salesforce Commerce Cloud) and tools (e.g., Zendesk, Looker, Hotjar, WMS/OMS systems)
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.
About Roots
Established in 1973, Roots is Canada’s leading lifestyle brand known around the world for its premium leather goods, apparel and accessories, with more than 120 retail locations in Canada and the United States, and more than 100 in Asia. Roots is not only a brand, we are a culture and lifestyle inspired by the open air. We are a team of people who share values focused on quality and integrity. We celebrate our heritage and authenticity and are proud of what we stand for. Our employees share this passion and seek opportunities to stretch their boundaries, learn new experiences and continue to grow their Roots.
Fondée en 1973, Roots la principale marque canadienne axée sur le « style de vie » et elle est reconnue dans le monde entier pour ses articles en cuir, ses vêtements sport et ses accessoires de qualité. Elle possède plus de 120 points de vente au Canada et aux États-Unis, et plus de 100 en Asie. Roots est bien plus qu’une simple marque, elle constitue une culture et un style de vie dont l’inspiration provient des grands espaces. Nous formons une équipe dont les valeurs sont fondées sur la qualité et l’intégrité. Nous rendons hommage à notre héritage et notre authenticité, et sommes fiers de ce que nous représentons. Nos employés sont animés par cette même passion et repoussent constamment leurs limites afin de vivre de nouvelles expériences et de s’épanouir.