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About the Role

You'll play a key analytical role behind Roots' digital business, turning ecommerce data into insights that drive strategy, sharpen investment decisions, and support online growth. You will own reporting rhythms, build forecasts, and surface opportunities to advance the digital channel. This is a high-visibility role for someone commercially sharp, deeply curious, and passionate about connecting data to business outcomes.

Responsibilities

Act as a key analytics partner for the Ecommerce and digital leadership team, proactively identifying trends, flagging risks, and providing insights.
Deliver ecommerce performance reporting, including weekly trading dashboards, channel health reporting, and monthly/quarterly recaps.
Define, track, and evolve the KPI framework for ecommerce, including traffic, conversion, AOV, channel mix, and customer acquisition metrics.
Develop and maintain ecommerce forecasts to support planning cycles and investment discussions.
Own the hindsighting process for ecommerce, conducting structured post-period reviews to identify variance drivers and inform future strategies.
Analyze the full digital funnel to identify drop-off points, conversion opportunities, and UX issues.
Partner with Paid Media, CRM, and Brand Marketing to evaluate campaign and channel effectiveness.
Monitor and interpret customer behavior on-site to surface assortment and experience insights.
Support the A/B testing and experimentation program, helping teams design tests and measure results.
Conduct ad-hoc analysis to answer business questions, diagnose issues, and size opportunities.
Build and maintain Power BI dashboards for self-serve KPI visibility for Ecom and Marketing teams.
Leverage AI and analytics tools to improve insight generation speed, accuracy, and depth.

Requirements

6+ years of experience in ecommerce analytics, digital analytics, or a closely related field, ideally within retail or a consumer brand environment.
Deep understanding of ecommerce performance drivers and ability to connect metrics to commercial outcomes.
Strong experience with BI tools (Power BI preferred) building dashboards and reports.
Proficiency with web analytics platforms (GA4 preferred) and ability to interpret customer journey data.
Experience building and maintaining ecommerce forecasts and sales planning models.
Comfort with hindsighting and post-period analysis.
Strong written and verbal communication skills, with demonstrated experience presenting to commercial and executive audiences.
Ability to synthesize complex data into clear, decision-ready narratives for non-technical stakeholders.
SQL or Python experience for self-serve data exploration and more complex analyses (Nice to Have).
Familiarity with paid media platforms (Meta, Google, TikTok) and experience evaluating their performance (Nice to Have).
Experience with Snowflake or similar cloud data platforms (Nice to Have).
Background in omnichannel retail (Nice to Have).

Skills

Ecommerce analytics
Digital analytics
Retail analytics
Consumer brand analytics
BI tools (Power BI preferred)
Web analytics platforms (GA4 preferred)
Forecasting
Sales planning
Hindsighting
Post-period analysis
Communication
Data synthesis
SQL (Nice to Have)
Python (Nice to Have)
Paid media platforms (Nice to Have)
Snowflake (Nice to Have)
Omnichannel retail (Nice to Have)

Location

Canada

Work Type

Full-time

Experience Level

6+ years

About the Company

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.
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.
Roots uses technology-assisted tools, including artificial intelligence (AI), to support parts of the recruitment process.

Equal Opportunity

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.