Social Media Manager

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're looking for a Social Media Manager to lead Roots' social presence across Meta, TikTok, Pinterest, LinkedIn, YouTube, and Substack, and to oversee always-on influencer programming. As a key member of the marketing team, you'll work closely with creative, production, PR, and external partners to shape strategy and execution, drive engagement, and build a strong, connected community. You're an equal parts strategist and doer—data-informed, creatively driven, and passionate about storytelling—who thrives in a collaborative environment, takes initiative, and isn't afraid to roll up your sleeves to bring bold ideas to life through compelling copy and standout social content.

Key Responsibilities → How You'll Make An Impact
STRATEGIC

• Identify and define key KPIs for each social platform (engagement, reach, saves, shares, CTR, follower growth, etc.) and use them to inform ongoing strategy and ensure content is tracking towards those KPIs.
• Collaborate with the marketing team and cross-functional partners to develop creative strategies & a monthly content calendar aligned with brand and business objectives.
• Develop and own the organic social media strategy, ensuring that it contributes to the achievement of business goals. Define Key Performance Indicators (KPIs) to complement the strategy.
• Bring the brand to life & build community on social by engaging with our customers via comments & DMs.
• Showcase Roots in a highly aesthetic way that's on-brand to existing creative.
• Create a robust content plan and calendar that incorporates input from key stakeholders (Marketing, Product, Special projects, etc.), to produce a unified and coherent social presence across platforms.
• 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 content creation end-to-end: briefing, concepting, coordinating and publishing with tools like Dash Hudson, Canva, and
• Develop and manage an asset bank for "social-first" creative, while elevating and testing/learning.
• Write standout captions, hooks, and CTAs that stop the scroll. This includes holistic management and oversight of community management and social listening across all owned channels.
• Lead the social content development process, liaising with Studio and Creative teams as needed to bring content to life that is on-time, on brand, and platform relevant. This includes the creation of briefs and strategic documents.
• 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.
• 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.
• Lead and execute influencer programs from conception to completion with support from Social Media Coordinator.
• 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.
• Stellar copywriting skills and a sharp eye for content trends.
• Experience presenting ideas and winning over partners.
• Bonus: Agency background, content creation skills (art direction), or platform certifications.
• 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.
• Equal parts analytical and creative.

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.
Please note: Roots uses technology-assisted tools, including artificial intelligence (AI), to support parts of the recruitment process. These tools may be used to help review applications, assess qualifications, and support interview documentation. All hiring decisions are reviewed and made by our Talent team and key leaders involved in the recruitment process.
The posted salary range is intended to reflect the competitive market value of this role and is provided to support transparency in our hiring process. Final compensation will be determined based on a variety of factors, including but not limited to internal equity, relevant skills, demonstrated knowledge, experience, and overall fit for the position.