Product Marketing Manager

Nature & Scope → Your Role at Roots The Product Marketing Manager plays a critical role in bringing Roots products to life through compelling storytelling and customer‑first positioning. This role partners closely with Merchandising, Design, Creative, E‑Commerce, and Retail teams to translate product strategy into impactful go‑to‑market execution across all channels. You will help shape how our products are understood, experienced, and loved by our customers.     Key Responsibilities → How You’ll Make an Impact STRATEGIC Lead the development of product positioning, naming frameworks, and go‑to‑market strategies across key product categories. Translate consumer insights into actionable product strategies that inform design, merchandising, and marketing. Build consistent storytelling frameworks for seasonal collections and core franchises, aligning product truths with brand vision. Partner with Marketing, Merchandising, and Creative to ensure product marketing strategies are consumer‑led and brand‑right. Monitor consumer trends, competitive positioning, and market opportunities to inform product strategy. Track product performance against strategy, identifying insights to support prioritization. DAY‑TO‑DAY Develop and deliver product briefs, product knowledge one‑pagers, and training tools to support store teams and marketing partners. Support cross‑functional go‑to‑market planning by building timelines, launch strategies, positioning decks, and post‑launch performance insights. Collaborate with Consumer Insights to design and execute surveys, focus groups, and panels; synthesize findings into actionable business recommendations. Track and report on product performance, consumer sentiment, and category trends; recommend pivots as needed. Act as a connective partner across internal teams, ensuring consumer‑first thinking informs all stages of product development and launch. Support the Copy Team by developing product storytelling and clear feature/benefit positioning for internal and external communications.   Qualifications & Experience → The Skills You Bring 5 years of experience in a Product Marketing role. Proven experience leading consumer research and applying insights to product and marketing strategy. Strong storytelling, copywriting, and communication skills. Excellent project management skills, with the ability to manage timelines, stakeholders, and multiple priorities. Highly collaborative, detail‑oriented, and able to balance creative and analytical work. Proficient in the Microsoft Office Suite (PowerPoint, Excel, Word) and comfortable using research and insights tools. Passion for Roots, Canadian lifestyle, and consumer‑first storytelling.