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 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.
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.
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 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.
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.