Search Engine Optimization Manager in Winchester

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.

The SEO Manager is a senior specialist role responsible for creating, implementing, evaluating, and continuously improving the end-to-end organic search strategy across all Micheldever Group digital properties, with the flexibility to incorporate paid search elements if required. Reporting to the Head of Digital Marketing, this role drives organic search performance (and paid search where applicable) to deliver significant search-influenced revenue.

The job holder procures and manages agency partners for SEO (and paid search as required), acts as the internal SME on search marketing, and leverages deep technical and strategic expertise to identify opportunities, optimize ROI, and deliver measurable business impact. The role includes effective line management of the Web Content Executive, works closely with the Web Analyst & CRO role to leverage critical insights on tracking, drop-off rates, bounce rates, and customer flow, drives brand awareness and consideration for Micheldever Tyre Services, Protyre and house tyre brands (Falken, Dunlop, Sumitomo), and executes digital campaigns that increase traffic to both digital channels and physical stores.

The job holder owns the full organic search lifecycle (with paid search elements as required), from keyword research and technical optimization to campaign structuring, bidding strategies, and performance reporting, and is accountable for delivering increased organic traffic, improved conversion rates from paid search (where applicable), and enhanced ROI across both channels. They manage agency procurement, contracts, and performance for SEO (and paid search as needed), ensuring value is derived and ROI is rigorously evaluated.

The role maintains cutting-edge knowledge of search trends—within and beyond the automotive sector—including the impact of AI on search behaviour and strategies to remain relevant (e.g., optimising for long-tail keywords in AI-generated results and leveraging user reviews across channels to improve AI-driven recommendations). The role drives brand awareness and consideration for Protyre and key house brands, and fosters a high-support, high-challenge team environment.

About the Role & About you

We’re looking for a highly skilled SEO Manager to own and evolve our end-to-end search strategy ownership across SEO and Paid Search, helping drive growth for Protyre, our house tyre brands, and our national dealer network. This role blends strategic ownership, technical expertise, agency leadership, team management, and commercial impact — delivering measurable results across digital channels and in-store traffic. You will be the organisation’s go-to expert for SEO and search marketing, leading performance, innovation, and best practice across a complex multi-site, multi-brand environment.

Your 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 optimization 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 optimalization. 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.

What We’re Looking for From You:

• 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 optimization, 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.

About Our Company

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.