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!

Who You Are

You’re a curious and creative thinker with a passion for storytelling and culture. You thrive on collaboration, take initiative, and find joy in solving problems in unexpected ways. You are equal parts strategist and doer who possess a passion to build community, elevate brands, and make meaningful connections through social. You lead with integrity, value growth, and aren’t afraid to roll up your sleeves to get things done. You get the “zeitgeist,” and know how to bring it to life online.

Nature & Scope → Your Role at Roots

We’re looking for a Social Media Manager to own our social channels (Instagram, TikTok, Pinterest, LinkedIn, YouTube, X, Meta) and always-on influencer programming. You’ll be a key player on the marketing team, collaborating with creatives, production, PR, and external partners to drive engagement, shape culture, and tell the Roots story in bold new ways. You’ll lead strategy and execution with an eye on data, creativity, and impact.

Key Responsibilities → How You’ll Make an Impact

STRATEGIC

• Collaborate with the marketing team and cross-functional partners to develop creative strategies & a monthly content calendar aligned with brand and business objectives.
• Own the organic social strategy & lead our brand presence across Instagram, TikTok, Pinterest, Facebook & emerging platforms to drive brand awareness and engagement, ensuring it contributes to the achievement of business goals. Define KPIs to complement the strategy.
• Bring the brand to life & build community on social by engaging with our customers via comments & DMs.
• Conduct competitive and platform analysis to stay on top of the dynamic social media ecosystem. Leverage benchmarks and best practices and test new ideas to continuously move the strategy forward.
• As an expert in your space, keep abreast of social media trends and update the business where needed as these trends or shifts may affect performance (positive or negative).
• Has an understanding of the public relations space and how it integrates within social, influencer and paid strategies.

DAY-TO-DAY MAGIC

• Manage social-first content creation end-to-end: briefing, concepting, coordinating, producing, publishing, data mining with tools like Dash Hudson, Canva, and Monday.com.
• Partner with PR and Paid Media on integrated campaigns, owning execution of organic and paid social influencer programming (influencer identification, samples, brief, budget, content vetting/approval, reporting, etc.); ability to make informed decisions around paid amplification and influencer A/B testing.
• Write standout captions, hooks, and CTAs that stop the scroll.
• Foster a vibrant social community with support from our PR and Social Coordinator; oversee social community management.
• Report on performance weekly, monthly, quarterly, including Board-level insights.
• Manage our social-first asset library and product catalogs on META and TikTok.
• Coach and mentor the Social Media Coordinator to grow their potential.
• Responsible for managing the scaling of Roots always-on influencer program and content development.
• Use data-driven insights to refine strategies and improve the effectiveness of future campaigns.

Qualifications & Experience → The Skills You Bring

• University or College degree or diploma in marketing or a related field.
• 5+ years of experience in social media marketing, including influencer strategy.
• Background in fashion or a genuine love for it.
• Proven project management chops and experience collaborating cross-functionally.
• A balance of analytical and creative thinking.
• Stellar copywriting skills and a sharp eye for content trends.
• Experience presenting ideas and winning over partners.
• Experience managing a roster of influencers from start to completion.
• Strong understanding of consumers and media consumption habits along with target audiences/consumer profiling and devising strategies that engage, inform, and drive the business.
• Understands and relishes the opportunity to work with a cross functional team.
• Equal parts analytical and creative.
• Bonus: Agency background, content creation skills, or platform certifications.

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.