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 seeking an experienced and strategic Director, Paid Media and Customer Acquisition to lead the planning, execution, and optimization of 360° media campaigns across all paid channels and affiliate marketing. This role is critical in driving customer acquisition, revenue growth, and brand visibility for our DTC business. You will work cross-functionally with brand marketing, social, creative, PR teams and external agencies to deliver integrated campaigns that are both performance-driven and brand-enhancing.
Key Responsibilities → How You’ll Make an Impact
- Lead end-to-end strategy and execution for all paid media campaigns (including search, social, display, programmatic, OOH, video, affiliate and emerging/traditional channels).
- Own customer acquisition and revenue goals as per business objectives, managing budgets and performance metrics to drive scalable growth.
- Collaborate closely with Brand Marketing, Creative, Social, and PR to ensure media campaigns align with broader brand and business objectives. Work closely with agencies to guarantee plans meet the defined objectives.
- Manage affiliate marketing strategy and partners to drive incremental growth and optimize ROI, while building new brand and publisher partnerships to deliver both immediate and long-term revenue.
- Leverage and analyze digital marketing KPIs (ROAS, CPA, CPM, CTR, etc.), and report results to the leadership and other stakeholders, expanding visibility of paid media to the business while also managing productivity of spend.
- Develop and implement full-funnel media strategies that balance upper-funnel awareness with lower-funnel conversion and retention.
- Analyze and report on campaign performance, providing insights and recommendations to inform ongoing strategy and testing roadmap. Integrate data-driven optimizations throughout the campaign flight to drive stronger results.
- Partner with analytics teams to align on KPIs, forecasting, and attribution methodologies.
- Stay ahead of industry trends, platform changes, and competitive activity to continuously innovate and optimize media investments.
- Manage external media and affiliate agencies and/or internal team members to ensure excellence in execution and performance delivery.
- Proven people management experience with responsibility for strategic direction, daily guidance, and professional development to foster high performance and collaboration.
Qualifications & Experience → The Skills You Bring
- 8–10+ years of experience in digital/performance marketing, including leadership roles managing paid media across a variety of platforms.
- Proven track record of driving customer acquisition and revenue growth in a DTC or eCommerce environment.
- Experience managing 360 media campaigns including upper-funnel and lower-funnel tactics.
- Digital-first strategic thinker with experience executing content creation, story-telling, digital media and social media best practices
- Experience managing agency relationships is considered a significant asset
- Passion for fashion, retail and the outdoors along with a background in leveraging advertising and digital content for cutting-edge consumer product brands to break through clutter and get noticed.
- Strong understanding of targeting and media consumption habits along with target audiences/consumer profiling and devising digital campaigns that engage, inform and drive the business
- Understands and relishes the opportunity to work with a cross functional team
- Strong project management skills with the ability to lead and direct outside resources
- Exceptional time management, organizational, and networking skills
- An individual who is an energizer, a high-level communicator and an excellent team player
- Excellent communication skills. Fluency in English is a must
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 seeking an experienced and strategic Director, Paid Media and Customer Acquisition to lead the planning, execution, and optimization of 360° media campaigns across all paid channels and affiliate marketing. This role is critical in driving customer acquisition, revenue growth, and brand visibility for our DTC business. You will work cross-functionally with brand marketing, social, creative, PR teams and external agencies to deliver integrated campaigns that are both performance-driven and brand-enhancing.
Key Responsibilities → How You’ll Make an Impact
- Lead end-to-end strategy and execution for all paid media campaigns (including search, social, display, programmatic, OOH, video, affiliate and emerging/traditional channels).
- Own customer acquisition and revenue goals as per business objectives, managing budgets and performance metrics to drive scalable growth.
- Collaborate closely with Brand Marketing, Creative, Social, and PR to ensure media campaigns align with broader brand and business objectives. Work closely with agencies to guarantee plans meet the defined objectives.
- Manage affiliate marketing strategy and partners to drive incremental growth and optimize ROI, while building new brand and publisher partnerships to deliver both immediate and long-term revenue.
- Leverage and analyze digital marketing KPIs (ROAS, CPA, CPM, CTR, etc.), and report results to the leadership and other stakeholders, expanding visibility of paid media to the business while also managing productivity of spend.
- Develop and implement full-funnel media strategies that balance upper-funnel awareness with lower-funnel conversion and retention.
- Analyze and report on campaign performance, providing insights and recommendations to inform ongoing strategy and testing roadmap. Integrate data-driven optimizations throughout the campaign flight to drive stronger results.
- Partner with analytics teams to align on KPIs, forecasting, and attribution methodologies.
- Stay ahead of industry trends, platform changes, and competitive activity to continuously innovate and optimize media investments.
- Manage external media and affiliate agencies and/or internal team members to ensure excellence in execution and performance delivery.
- Proven people management experience with responsibility for strategic direction, daily guidance, and professional development to foster high performance and collaboration.
Qualifications & Experience → The Skills You Bring
- 8–10+ years of experience in digital/performance marketing, including leadership roles managing paid media across a variety of platforms.
- Proven track record of driving customer acquisition and revenue growth in a DTC or eCommerce environment.
- Experience managing 360 media campaigns including upper-funnel and lower-funnel tactics.
- Digital-first strategic thinker with experience executing content creation, story-telling, digital media and social media best practices
- Experience managing agency relationships is considered a significant asset
- Passion for fashion, retail and the outdoors along with a background in leveraging advertising and digital content for cutting-edge consumer product brands to break through clutter and get noticed.
- Strong understanding of targeting and media consumption habits along with target audiences/consumer profiling and devising digital campaigns that engage, inform and drive the business
- Understands and relishes the opportunity to work with a cross functional team
- Strong project management skills with the ability to lead and direct outside resources
- Exceptional time management, organizational, and networking skills
- An individual who is an energizer, a high-level communicator and an excellent team player
- Excellent communication skills. Fluency in English is a must
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.