Search Engine Optimization Manager

Micheldever Group Limited; Yate; On-site; GBP 50,000 - 70,000; Full time

Job summary

A leading tyre wholesaler in the UK is looking for an SEO and Paid Search Manager to lead the digital marketing transformation. This role involves managing SEO and PPC strategies, working closely with agency partners, and ensuring robust performance across multiple channels. The ideal candidate has strong experience in SEO management, technical expertise, and a track record of achieving measurable ROI. This position offers the opportunity to make a significant impact on well-known brands while working in a collaborative team environment.

Qualifications

• Proven experience in SEO management, ideally within multi-site consumer brands.
• Strong paid search understanding including Smart Bidding and Quality Score.
• Technical expertise in Core Web Vitals and on-page optimisation.
• Excellent stakeholder management and agency collaboration experience.
• Ability to translate data into commercial recommendations.
• Experience in coaching and developing team members.
• Proven track record of improving ROI from organic and paid activities.

Responsibilities

• Create and improve end-to-end SEO & PPC strategy.
• Own and deliver unified search strategy covering SEO and paid search.
• Lead procurement for SEO and paid search partners.
• Conduct technical SEO audits and improve site speed.
• Train teams on search-friendly content and stay ahead of trends.
• Manage multiple agencies to ensure strong ROI.
• Drive branded SEO and paid search performance for Protyre and house brands.

Skills

SEO management

Paid search principles

Technical SEO expertise

Stakeholder management

Data interpretation

Team management

Commercial acumen

Tools

GSC

Google Ads

SEMrush

Ahrefs

Looker Studio

Job description

Our marketing team is undergoing an exciting transformation – and we're looking for exceptional talent to join us. As we build a more digitally focused, data‑driven marketing function, we’re investing in people who can own strategy and execution across paid search, SEO, and social media – working closely with best‑in‑class agencies. Here, you'll have the autonomy to innovate, the data to make decisions, and the platform to make a visible impact. If you're driven by results, thrive in collaborative environments, and want to shape the future of legendary brands, this is your chance.

Responsibilities

• Create, Implement, and Continuously Improve End‑to‑End SEO & PPC Strategy
• Own and deliver a unified search strategy covering SEO (technical, content, on‑page, local) and paid search (Google Ads, Microsoft Advertising, remarketing).
• Continuously review and refine the roadmap using GSC, Google Ads, SEMrush, Ahrefs, Looker Studio and more.
• Procure and Manage Multiple Agency Partners for SEO and Paid Search
• Lead procurement for SEO and paid search partners: write RFPs, evaluate responses, and negotiate performance‑based contracts.
• Manage multiple agencies, ensuring strong ROI through clear KPIs (CPA, ROAS, domain authority, etc.).
• Leverage Deep Expertise in SEO and Paid Search
• Apply advanced expertise in Core Web Vitals, E‑E‑A‑T, Google algorithm updates, Smart Bidding, Quality Score, auction insights and campaign optimization.
• Conduct technical SEO audits, improve site speed, and manage search campaign structures.
• Internal Subject Matter Expert & Trend Leadership
• Train teams, support Brand Managers with search‑friendly content and landing pages, and stay ahead of industry trends.
• Introduce new and emerging search tactics from top‑performing industries.
• Act as Internal SME and Stay Current with Trends
• Serve as the business‑wide authority on SEO and paid search, delivering training and advising Brand Managers on search‑friendly content and landing pages.
• Stay ahead by attending conferences, following Google/Meta updates, and monitoring trends outside the sector (e.G., e‑commerce, travel). Introduce new search tactics to maintain competitive edge.
• Foster High‑Support, High‑Challenge Team Environment
• Manage and develop the Web Content Executive through structured 1:1s, performance reviews, and clear objective‑setting.
• Build a learning‑focused culture with training, peer learning, and "Search Sync" development sessions.
• Evaluate ROI and Drive Continuous Improvement
• Build a unified reporting framework in Looker Studio, measuring traffic, conversions, revenue attribution, CPA and ROAS.
• Reallocate budgets based on performance and produce commercial business cases demonstrating projected ROI.
• Use A/B testing and optimisation to validate impact and scale high‑performing initiatives.
• Drive Brand Awareness & Consideration for Protyre and House Brands
• Drive branded SEO and paid search performance for Protyre and house brands (Falken, Dunlop, Sumitomo).
• Develop keyword strategies and content clusters that grow brand authority in competitive markets.
• Omnichannel & Local Search Growth
• Increase digital‑to‑store traffic through local SEO and local paid search campaigns across 100+ centres.
• Optimize GBP, store locator journeys, geo‑targeting, call tracking, and in‑store conversion attribution.
• Manage Local SEO and Paid Search
• Oversee local SEO performance for centres using Next, local landing pages and GBP optimisation.
• Deliver lower CPAs and stronger visibility in local search markets.
• Ensure Compliance and Best Practice
• Ensure adherence to Google guidelines, Google Ads policies, GDPR and PECR.
• Implement reflagging, canonicals, redirects, UTM tracking, and accurate conversion measurement.
• Influence and Report
• Present insights, risks, opportunities, and recommendations to senior leaders.
• Use data storytelling to secure budget and influence roadmap decisions.
• Enhance B2B SEO and Dealer Network Performance
• Lead SEO optimisation for TyreClick, improving B2B visibility, rankings, and conversions.
• Conduct regular SEO audits for dealer websites (TyreClick customers, Falken UK dealers), providing actionable reports on rankings, performance and improvements.
• Leverage brand dealer websites – e.G., Falken dealer portal – to amplify promotions, drive targeted traffic to dealers, and maximise MTS‑influenced revenue.
• Coordinate digital promotional activity to support dealer performance, brand campaigns, and sales uplift.

Qualifications

• Proven experience in SEO management, ideally within multi‑site consumer brands or high‑competition markets.
• Strong understanding of paid search principles (Google Ads/Microsoft Ads), Smart Bidding, Quality Score, and audience strategies.
• Technical SEO expertise: Core Web Vitals, site audits, schema, indexing, on‑page optimisation, local SEO.
• Excellent stakeholder management and experience working with agencies.
• Ability to interpret data and translate complex insights into clear, commercial recommendations.
• Experience managing and developing team members.
• Strong commercial acumen with a track record of improving ROI across organic and paid activity.

Micheldever Tyre Services (MTS) was founded in 1972 as a part‑time venture providing car servicing and tyres. Today, Micheldever Group is the fastest growing wholesaler, distributor and retailer of tyres in the UK, selling six million tyres nationwide, (20 percent of the total UK market) and employing approximately 2100 employees – company wide. To support this business, we have built a wholesale distribution network of 14 sites around the UK supplying over 6,000 retailers and our own retail chain Protyre which is consistently growing. This is achieved by skilled, focused and determined teams across 1 central distribution and 13 warehouse operations nationwide.