Senior Analyst

Job Summary

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 Senior Analyst is a critical role responsible for researching, leveraging and translating data to provide insightful. customer, market, and operational data. The output of the analysis is to deliver actionable insights that drive marketing effectiveness, operational efficiency, and customer excellence across the Micheldever Group’s retail (Protyre), wholesale (MTS), and tyre brands, including House (Sumitomo, Falken, Dunlop,) and Premium brands, supporting the Group’s annual revenue.

The role focuses on staying up to date with market insights, interpreting complex data, and using compelling storytelling to communicate insights that influence action and align with h business objectives. The job holder utilises market leading research and comparison platforms together with advanced analytics tools and industry trends, such as predictive modelling and AI-driven insights, to strengthen the Group’s competitive position in the automotive market.

The job holder is accountable for researching , collating and presenting in a robust and validated way the analysis and findings of customer and product data, commissioning research, and delivering narrative-driven insights through effective storytelling. The requirement will be to assess the impact on key KPI’s such as customer satisfaction scores, retention rates, and campaign ROI.

The requirement is to stay current and fully informed of changes in market trends and competitor activities to help inform strategic decisions. The role involves collaborating with Brand Strategy, Digital Marketing, and Marketing Operations teams to translate data into actionable strategies, ensuring data quality and compliance with data privacy laws (e.g., GDPR) and industry standards (e.g., TyreSafe).

About the Role & About you

We’re looking for a highly analytical, commercially minded Senior Analyst to join our Marketing & Analytics team.

In this role, you will turn complex data into clear insights, compelling stories, and actionable recommendations that drive decision-making across Protyre, our house brands, and premium manufacturer partners.

Your Responsibilities:

• Analyse Customer and Product Data
• Conduct deep-dive analysis across customer segments, buying patterns, and product performance.
• Provide insights that drive campaign relevance, loyalty improvements, and sales uplift.

• Stay Up to Date with Market Insights
• Deliver bi-weekly updates on competitor activity, category trends, and market movements.
• Highlight opportunities such as emerging tyre categories, new audiences, or shifts in consumer sentiment.

• Deliver Actionable Insights Through Storytelling
• Convert complex data into simple, decision-ready insights using visual storytelling and clear recommendations.
• Build influential dashboards and reports for all levels of the organization.

• Commission and Interpret Research
• Lead primary research initiatives and interpret findings into strategic recommendations.
• Provide clear actions to target high-value audiences, customer types, or dealer segments.

• Report on KPIs and Performance
• Track KPIs including CSS, retention, conversion rates, engagement, revenue, and campaign ROI.
• Produce bi-weekly performance reports that inspire action across teams.

• Support Campaign Targeting and Segmentation
• Work with Campaign Executives and Brand Strategy Managers to develop and refine segmentation.
• Support predictive modeling to improve conversion rates by at least 5%.

• Enhance Customer Journeys
• Analyse digital touch-points and recommend improvements across websites, booking flows, and communications.
• Drive enhancements that reduce drop-off and improve online bookings.

• Ensure Data Quality and Compliance
• Maintain high standards of data accuracy and ensure GDPR compliance.
• Implement secure and consistent data processes in collaboration with Digital Operations.

• Leverage Advanced Analytics Tools
• Apply advanced analytics tooling (e.g., Power BI, BigQuery, ML models) to generate modern, predictive insights.
• Pilot innovations such as churn modeling and real-time sentiment analysis.

• Contribute to Continuous Improvement
• Participate in data audits and post-campaign reviews to identify lessons learned and recommend improvements.
• Suggest innovative analytics approaches, such as real-time dashboards or sentiment analysis, to enhance storytelling and drive actionable outcomes.

What We're Looking For From You:

• Strong analytical skills with expertise in SQL, PHOCAS, Tableau, Power BI or similar BI tools.
• Experience working with customer databases, product analytics, segmentation, and predictive modeling.
• Ability to convert complex data into simple, compelling stories that influence stakeholders.
• Strong understanding of marketing performance metrics, customer behaviour, and digital analytics.
• Excellent communication, collaboration, and stakeholder management skills.
• High attention to detail with a commitment to data accuracy and GDPR compliance.
• Experience in retail, automotive, or multi-brand environments is a bonus.

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.

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