Manager, eCommerce Analytics & Insights

Manager, eCommerce Analytics & Insights at Roots in Toronto, ON, CA  This Full time on site position offers great opportunities for career growth. 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!
Your Role at Roots  You’ll play a key analytical role behind Roots' digital business — turning ecommerce data into the insights that drive strategy, sharpen investment decisions, and support growth online. You’re not just tracking what happened; you’re helping the business understand why, and what to do next. Sitting at the intersection of Ecommerce, Marketing, and Analytics, you’ll own the reporting rhythms, build the forecasts, and surface the opportunities that keep Roots' digital channel moving forward.

This is a high-visibility role for someone who is commercially sharp, deeply curious, and passionate about connecting data to real business outcomes.

Key Responsibilities How You’ll Make an Impact   Act as a key analytics partner for the Ecommerce and digital leadership team — proactively identifying trends, flagging risks, and providing insights to support decision‑making.
Deliver the ecommerce performance reporting rhythm — including weekly trading dashboards, channel health reporting, and monthly and quarterly recaps — to support leadership visibility into the digital business.
Define, track, and evolve the KPI framework for ecommerce — including traffic, conversion, AOV, channel mix, and customer acquisition metrics — and translate performance into clear commercial narratives.
Develop and maintain ecommerce forecasts to support planning cycles and investment discussions, including weekly, monthly, and seasonal demand forecasts by channel, category, and key business driver.
Own the hind sighting process for ecommerce — conducting structured post‑period reviews that compare actuals to plan, identify what drove variance, and translate learnings into sharper forecasts and better commercial decisions going forward.
Analyze the full digital funnel — from traffic source through to purchase — identifying drop‑off points, conversion opportunities, and UX issues that can be acted on by the Ecom and product teams.
Partner with Paid Media, CRM, and Brand Marketing to evaluate campaign and channel effectiveness, connecting marketing spend to revenue outcomes and helping teams optimize where investment is deployed.
Monitor and interpret customer behaviour on‑site — including search performance, product page engagement, wishlist trends, and mobile vs. desktop patterns — to surface assortment and experience insights.
Support the A/B testing and experimentation program — helping teams design tests, measure results rigorously, and build a culture of evidence‑based iteration.
Answer the hard business questions through ad‑hoc analysis — whether it's diagnosing a conversion drop, sizing a new market opportunity, or understanding the true ROI of a promotional event.
Build and maintain Power BI dashboards that give the Ecom and Marketing teams self‑serve visibility into their most important KPIs — without needing to pull a report themselves.
Leverage AI and analytics tools to improve the speed, accuracy, and depth of insight generation — and bring a forward‑looking perspective on where automation and…