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
We are currently seeking a Manager, Public Relations to join our growing team. This role is an opportunity for a visionary communicator who draws inspiration from our rich heritage, has a results-driven mindset, and thrives on thinking big.
Key Responsibilities → How You’ll Make an Impact
- Develop and execute PR strategies (earned and paid) with PR Director to enhance brand awareness and strengthen media relations with relevant media outlets.
- Position Roots as a leader in cultural and lifestyle conversations across North America through strategic partnerships and corporate communications efforts.
- Excellent and compelling storyteller, writer.
- Elevate editorial impact by increasing brand relevance within fashion, lifestyle, culture media through proactive outreach, keeping your finger on the pulse.
- Build and nurture strong connections with leading media and agency partners, while ensuring programs are executed on time and within budget.
- Manage and evaluate media and influencer programs against key performance indicators (KPIs), earned and paid, in collaboration with Social team.
- Partner with marketing channels like Brand, Social, Digital, Creative, and Product to execute key milestones effectively.
- Contribute to brand activations and events.
- Have a strong understanding of social, trends, and how it integrates into always-on programming.
- Develop seeding/gifting strategies and optimize results to strengthen our brand presence.
- Represent PR at weekly marketing planning meetings, providing updates, share-outs and insights. Ability to pivot and be flexible.
- Coach and mentor the PR Coordinator to grow their potential.
- Use data-driven insights to refine strategies and improve the effectiveness of future
Qualifications & Experience → The Skills You Bring
- At least 4-6 years of Public Relations/communications experience (agency or in-house), preferably in fashion, apparel, lifestyle, or footwear.
- Proven relationships with Canadian and US media, and solid understanding of what makes a good story.
- Strong writing, analytical, event and project management skills.
- Ability to guide and influence teams, corporate partners and agency partners effectively.
- Outstanding time management, reporting and organizational skills with a proven track record of keeping tasks on track.
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
We are currently seeking a Manager, Public Relations to join our growing team. This role is an opportunity for a visionary communicator who draws inspiration from our rich heritage, has a results-driven mindset, and thrives on thinking big.
Key Responsibilities → How You’ll Make an Impact
- Develop and execute PR strategies (earned and paid) with PR Director to enhance brand awareness and strengthen media relations with relevant media outlets.
- Position Roots as a leader in cultural and lifestyle conversations across North America through strategic partnerships and corporate communications efforts.
- Excellent and compelling storyteller, writer.
- Elevate editorial impact by increasing brand relevance within fashion, lifestyle, culture media through proactive outreach, keeping your finger on the pulse.
- Build and nurture strong connections with leading media and agency partners, while ensuring programs are executed on time and within budget.
- Manage and evaluate media and influencer programs against key performance indicators (KPIs), earned and paid, in collaboration with Social team.
- Partner with marketing channels like Brand, Social, Digital, Creative, and Product to execute key milestones effectively.
- Contribute to brand activations and events.
- Have a strong understanding of social, trends, and how it integrates into always-on programming.
- Develop seeding/gifting strategies and optimize results to strengthen our brand presence.
- Represent PR at weekly marketing planning meetings, providing updates, share-outs and insights. Ability to pivot and be flexible.
- Coach and mentor the PR Coordinator to grow their potential.
- Use data-driven insights to refine strategies and improve the effectiveness of future
Qualifications & Experience → The Skills You Bring
- At least 4-6 years of Public Relations/communications experience (agency or in-house), preferably in fashion, apparel, lifestyle, or footwear.
- Proven relationships with Canadian and US media, and solid understanding of what makes a good story.
- Strong writing, analytical, event and project management skills.
- Ability to guide and influence teams, corporate partners and agency partners effectively.
- Outstanding time management, reporting and organizational skills with a proven track record of keeping tasks on track.
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.