Web Analyst

Micheldever Tyres is looking for an experienced Web Analytics and CRO Specialist to manage our Google Analytics / Tag Manager implementation and our conversion rate optimisation strategy to help improve our digital performance and deliver growth. Produce accurate data, implementing tracking solutions, and driving insights that improve our digital performance and support the business wider digital marketing reporting needs.

The role is responsible for extracting, manipulating and interpreting the wealth of data into deliverable insights for the immediate and wider teams. The majority of data will come from GA4 but is supplemented with in-house data from our IT team and other systems such as Power BI. This is a key role in the digital strategy and for delivering our growth targets.

Position Details

• Position: Web Analytics and CRO Specialist
• Essential: Experience of Google Tag Manager (GTM), Google Analytics 4 (GA4) and Conversion Rate Optimization (CRO)
• Hybrid Split: 1-3 days in the office/field, 2 days working from home.
• Benefits: Staff discounts on servicing, tyres and MOTs, retail vouchers, finder’s fee, life insurance, pension, eye care vouchers, buy/sell holiday, flu jab, employee assistance program, long service recognition, enhanced maternity and paternity, cycle to work, charity match.

About the Role

• Using Google Tag Manager to tag new elements on the website to track and report on the performance of any changes to the website, such as new tools and feature sets.
• Collaborate with the Digital Team to have a full understanding of the key touch points of a user’s journey across pages from the page they land on all the way through to purchase or abandonment.
• Collaborate with the Digital Team to build interactive dashboards (GA4, Looker Studio, Power BI) to monitor daily, weekly and campaign KPIs to report on campaign performance and reporting back to the business on what we learnt.
• Fully understand the customer's digital experience using tools such as Content Square.
• Lead the configuration, maintenance, and optimization of our GTM implementation. Develop and implement comprehensive tracking strategies. Collaborate with IT, Performance Marketing, and SEO teams to implement tracking requirements.
• Own the configuration and optimization of our GA4 implementation. Design and implement custom events, conversions, and audience definitions. Create and maintain measurement protocols for enhanced tracking capabilities.
• Identify opportunities for conversion optimization through data analysis. Design and execute A/B tests to optimize user experience and conversion rates.

About You

• Google Analytics and GTM certification.
• Excellent experience with Google Tag Manager, including complex implementations.
• Expertise in Google Analytics 4, including migration from Universal Analytics.
• Experience of Content Square.
• Experience with JavaScript, HTML, and CSS for tracking implementation.
• Proven track record in conversion rate optimization and A/B testing.
• Experience working with development teams and managing technical implementations.
• Experience with data visualization tools and creating executive-level reports.
• Strong understanding of web analytics, tracking methodologies, and data validation.
• Strong analytical skills with the ability to translate data into actionable insights.
• Knowledge of privacy regulations (GDPR, CCPA) and their impact on analytics.
• Familiarity with SEO best practices is nice to have.
• Excellent communication skills, able to explain technical concepts to non-technical stakeholders.

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 Autocare which is consistently growing. This is achieved by skilled, focused and determined teams across 1 central distribution and 13 warehouse operations nationwide.