Product Marketing Manager

• 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.

• 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.

• 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.

Roots Canada