Vice President, E-Commerce

About Roots

Founded in 1973, Roots is a Canadian lifestyle company known for authentic design, durable quality, and a strong sense of community. Drawing inspiration from the outdoors, the brand creates enduring apparel and leather goods built for everyday comfort and adventure. Roots emphasizes inclusivity, creativity, and collaboration, and looks for people who work with integrity, bring energy to their work, and help move the business forward together.

Role Overview

The Vice President of eCommerce will lead Roots’ digital commerce growth across North America and international markets. This position owns the full eCommerce P&L and is accountable for customer acquisition, repeat business, performance marketing, digital merchandising, site experience, and customer service. The role works closely with teams across Marketing, Retail, Product, IT, and Operations to support profitable growth and strengthen the company’s omnichannel strategy.

Key Responsibilities

• Create and execute a long-term eCommerce growth plan that supports Roots’ brand direction and commercial goals.
• Own the forecasting, trading, and commercial calendar for the direct-to-consumer business, using all relevant channels to deliver both immediate and longer-term outcomes.
• Drive expansion into new markets and channels by putting the right infrastructure and partnerships in place.
• Collaborate with B2B and wholesale teams to improve the eCommerce presence across the wider business.
• Manage the full eCommerce P&L, including revenue, margin, traffic, conversion, and customer lifetime value.
• Lead and develop a multi-disciplinary team covering merchandising, paid media, retention/CRM, UX, and customer service.
• Promote a culture of insight-led decisions and digital innovation.
• Help shape the site merchandising approach so product storytelling, collection presentation, and brand experience support conversion and align with Roots standards.
• Design and implement full-funnel digital marketing strategies across search, social, display, video, affiliate, and newer channels.
• Improve media efficiency to increase traffic quality, ROAS, and acquisition of new customers, measured through a custom revenue attribution model.
• Develop CRM and lifecycle programs that increase repeat purchases, loyalty engagement, and overall customer value.
• Guide segmentation, personalization, and email/SMS communications so messaging is relevant, timely, and engaging.
• Partner with the Director of UX & Customer Service to improve navigation, onsite search, checkout performance, and overall user experience.
• Use A/B testing, personalization, and UX research to improve conversion rates and customer satisfaction.
• Ensure customer service interactions remain consistent, high quality, and aligned with the brand across every channel.
• Strengthen omnichannel capabilities through BOPIS, ship-from-store, inventory visibility, and loyalty integration.
• Work with Retail Operations to create a more unified customer experience across channels.
• Develop dashboards and KPIs to track marketing, merchandising, and experience performance, and connect findings to commercial actions that improve lifetime value.
• Partner with IT and Product teams on the eCommerce roadmap, site performance, and backend systems.

Qualifications and Experience

• At least 15 years of progressive experience in eCommerce, digital marketing, or digital product, preferably within retail or consumer brands.
• Proven success leading diverse digital teams and managing large P&Ls.
• Strong knowledge of eCommerce platforms, AI opportunities, analytics tools, and performance marketing channels.
• History of delivering measurable revenue growth through digital innovation.
• Excellent leadership, collaboration, and communication abilities.
• A customer-first approach with genuine interest in retail, product, and brand.
• Strong commercial judgment with experience driving outcomes through people leadership, performance analytics, and operational excellence.
• Inclusive leadership style that encourages accountability, development, and team engagement.
• Strong interpersonal and presentation skills with the ability to influence stakeholders at all levels.

Additional Information

Roots values experience gained through different paths and welcomes candidates from varied backgrounds. The company is committed to representing Canada’s diverse communities across its products, workforce, and culture. Applicants are encouraged to apply even if they do not meet every listed qualification. Reasonable accommodations are available throughout the recruitment process.

Recruitment Technology

Roots may use technology-enabled tools, including artificial intelligence, to support parts of hiring. These tools can assist with application review, qualification assessment, and interview documentation. Final hiring decisions are made by the Talent team and the leaders involved in the process.

Compensation Note

The salary range shared for this position is intended to reflect current market value and support transparency. Final pay will depend on internal equity, relevant skills, demonstrated knowledge, experience, and overall fit for the role.