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

The Sr. Manager, International Marketing will be responsible for managing and supporting Roots international marketing efforts, with a key focus on Asia, including, China mainland and Taiwan. Sitting on the global brand marketing team, you will work closely with international partners, agencies, stakeholders and the cross functional global marketing departments to develop and execute comprehensive marketing strategies and campaigns with a cohesive brand message, to achieve business objectives and drive growth across international markets.

Key Responsibilities → How You’ll Make an Impact

Global Marketing Planning & Operations:

• Work with the Roots global marketing team to localize the global annual marketing communication plans & campaigns for key Asian markets.
• Manage all aspects of marketing operations in key Asia markets, collaborating with partners in China to own and optimize: media planning, digital content, omni-channel asset creation & execution, social media management, and events.

International Collaboration:

• Coordinate with international partners & global marketing team to share plans and projects, aligning outputs and asset creation/usage and execution. Work with internal teams to ensure international marketing requirements are met per plans.
• Develop a cohesive Asia marketing calendar by collaborating with multiple partners and stakeholders across regions, with alignment to Global calendar.
• Collaborate with international partners and stakeholders on marketing opportunities that increase market relevancy and are on brand.

Asset Management:

• Oversee the adaptation and customization of Canadian marketing assets for international markets, ensuring cultural and regional relevance.

Strategic Communication & Reporting:

• Maintain ongoing open communication with international partners, internal teams and stakeholders to align on strategic objectives, and capture unique market needs.
• Provide regular updates and performance reports on international initiatives with global marketing team and international partners
• Analyze market trends, customer insights, and competitor activities to inform strategic decision-making and identify opportunities for differentiation and growth.

China Tmall & Marketing Operations:

• Collaborate with cross-functional teams to develop weekly and monthly content plans to align marketing efforts with business goals.
• Partner with agencies or local teams to execute influencer seeding and gifting campaigns.
• Build and maintain strong relationships with key stakeholders, including customers, partners and industry influencers, including handling communication with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) to drive brand engagement.
• Ensure content marketing and brand messaging are consistent and aligned with Roots global brand identity.
• Develop and manage budgets and timelines to ensure efficient and effective execution of marketing initiatives.

Qualifications & Experience → The Skills You Bring

Language Skills:

• Fluent in both English and Mandarin (written and spoken).
• Knowledge of Japanese or Korean is an asset

Experience:

• 5-10 years of experience in integrated marketing, with 18MO+ in-market experience in mainland China. A strong focus on multi-channel campaigns and managing social media platforms such as, Instagram, TikTok, Douyin, and Xiaohongshu (Rednote).
• Being part of launching a new brand or product in China with e-comm or bricks and mortar experience is preferred.
• Visibility to/understanding of insights from research (consumer, brand equity etc) within past experience is preferred.

Education:

• Degree in Marketing, Business Administration, or a related field.

Skills:

• Strong verbal and written communication abilities.
• Exceptional teamwork and collaboration skills with a proactive and flexible attitude.
• Excellent organizational skills and the ability to manage multiple projects across time zones.

Adaptability:

• Willingness to work flexible hours to accommodate global operations.

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.