Tyre Brand Strategy Manager

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 Tyre Brand Strategy Manager is a pivotal leadership role responsible for developing and executing the end-to-end marketing strategy for the Group’s house tyre brands (Falken, Dunlop, and Sumitomo) across retail (Protyre) and B2B (Micheldever Tyre Services) channels. Reporting to the Head of Tyre Branding, this role drives brand awareness, consideration, and sales volume growth with B2B customers (independent dealers) and the Protyre retail network.

A key focus is leading the strategic relaunch of Dunlop as an iconic UK brand, working in close partnership with Sumitomo Rubber Industries (SRI) to reposition Dunlop globally as a premium offering while balancing volume expectations with premium brand perception. The job holder acts as brand guardian, ensures cross-functional alignment, and delivers measurable impact in a competitive UK tyre market.

The job holder is accountable for leading a House Brand Executive to create and execute a comprehensive Marketing Strategy that delivers improved brand outcomes (e.g., brand awareness, consideration), and commercial outcomes (e.g., revenue, profit, and market share) targets for House brands. They manage an allocated marketing budget, ensuring cost-effective campaign delivery and improvement in campaign ROI. The role involves analysing competitor strategies (from tyre brand competitors, retail competitors, and wholesale competitors) and customer feedback to inform planning, reporting on KPIs such as brand awareness, campaign ROI, and dealer adoption rates, while ensuring alignment with Group objectives and compliance with industry standards (e.g., TyreSafe, ASA regulations).

About the Role & About you

l We’re looking for a strategic, commercially-minded House Brand Manager to own and grow the Dunlop UK, Falken, and Sumitomo brands within our portfolio. This high-impact role defines the 3–5 year brand roadmap, leads the Dunlop UK relaunch, and drives the marketing strategy that positions our House brands as leaders in performance, value, reliability, and sustainability.

l You’ll work closely with senior leadership, global manufacturing partners (SRI), Finance, Retail & Wholesale teams, and dealer networks to deliver market-leading brand performance.

Your Responsibilities:

• Set 3–5 Year Strategic Vision
• Define and Own the multi-year brand roadmap for Dunlop UK, Falken, and Sumitomo.
• Present long-term strategy to senior board stakeholders and secure leadership buy-in.
• Prioritise brand growth opportunities across retail, wholesale, digital, and dealer channels.

• Develop Annual Marketing Strategy & Plan
• Create an annual Marketing Strategy for House brands, outlining costed, resourced, and timelined activities to achieve business objectives.
• Ensure alignment with business objectives, partner expectations (SRI), and internal stakeholders.
• Monitor performance against KPIs such as brand awareness, engagement, dealer satisfaction and ROI.

• Lead the Dunlop UK Brand Relaunch
• Lead the UK relaunch of Dunlop as an iconic heritage brand.
• Collaborate closely with SRI on global repositioning and local execution.
• Use heritage storytelling, motorsport history and premium cues to build brand presence.

• Manage Marketing Budget
• Oversee the full House Brand marketing budget across campaigns, content, and partnerships.
• Work with Finance to track spend, approve costs, and maximise campaign ROI.
• Report monthly budget performance to the Head of Tyre Branding.

• Lead & Develop the House Brand Executives
• Set clear objectives and delegate execution tasks.
• Provide coaching, feedback, and bi-annual performance reviews of the team members.
• Build a collaborative and innovative team environment that delivers against brand goals.

• Define & Deliver Campaign Activity
• Oversee multi-channel campaigns across Protyre.co.uk, TyreClick, social media, PR, and in-store POS.
• Guide the Executive to deliver compelling consumer and dealer-facing activity.
• Integrate modern marketing techniques such as targeted social ads, video content and data-led optimisation.

• Act as Brand Guardian:
• Ensure strict adherence to House brand guidelines across all marketing materials, including logos, messaging, and imagery, challenging the team to maintain consistency. Work with the Digital Marketing team to manage the digital asset.

• Leverage Insight & Analytics
• Partner with the Head of Analytics to run research and analyse industry data.
• Use tools such as PHOCAS, SEMrush and Google Analytics to track performance and inform decisions.
• Apply insights to refine messaging, targeting and campaign strategy.

• Champion Dealer & Customer Engagement
• Develop initiatives to strengthen dealer advocacy for House Brands.
• Lead incentive programmes such as rebates, promotions and customer discounts.
• Equip dealers and Protyre retail teams with training and sales enablement materials.

• Promote Sustainability
• Integrate sustainability into House brand messaging, promoting eco-friendly options (e.g., fuel-efficient tyres) in alignment with TyreSafe and environmental trends.
• Guide the team to develop campaigns that appeal to environmentally conscious consumers, reinforcing brand value within budget constraints.

• Business Partnering with Stakeholders
• Act as the primary liaison with House brand manufacturers and Retail/Wholesale Business Units, facilitating workshops to align marketing with sales strategies.
• Address Protyre and dealer-specific challenges (e.g., inventory turnover) and identify cross-promotion opportunities with Premium or Specialist brands.

• Influence and Report
• ·Present house brand performance, Dunlop relaunch milestones, and strategic recommendations to the Marketing Leadership Team.
• Use data, dealer feedback, and creative examples to secure investment and alignment.

What We're Looking for From You:

• Proven experience in brand management, FMCG, automotive, or retail sectors.
• Strong strategic planning and marketing leadership skills.
• Experience managing budgets and delivering measurable ROI.
• Confident stakeholder management and presentation skills.
• Ability to balance creative thinking with commercial outcomes.
• Experience leading or developing team members.
• Comfortable navigating complex partner relationships and multi-brand environments.

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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