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.