The Event Manager is a pivotal role responsible for planning and executing internal and third-party events to support brand awareness, customer engagement, and sales objectives for the Micheldever Group’s retail (Protyre), wholesale (MTS), and tyre brands, including House (Sumitomo, Falken, Dunlop, GT) and Premium brands, contributing to the Group’s £150m+ annual revenue. The role focuses on delivering impactful events, such as trade shows, dealer workshops, and customer promotions, to drive brand advocacy and lead generation. The job holder oversees merchandise and point-of-sale (POS) fulfilment, leveraging industry trends like hybrid event formats and sustainability to enhance the Group’s reputation in a competitive automotive market.
The job holder is accountable for developing and executing an annual Events Plan that achieves KPIs such as an increase in event-driven leads and uplift in brand awareness and consideration. They collaborate with Retail, Tyre Brand Strategy, Digital Marketing, and Data & Analytics teams to ensure events align with marketing objectives and brand guidelines. The role involves managing event logistics, stock levels for marketing materials, and performance tracking, while ensuring compliance with industry standards (e.g., TyreSafe, ASA regulations) and health and safety requirements. The job holder also champions sustainable event practices to align with environmental goals.
About the Role & About you
The Event Manager plays a pivotal role in planning and delivering internal and third-party events that support brand awareness, customer engagement, and sales objectives across Micheldever Group. You will support our retail brand Protyre, wholesale division MTS, and leading tyre brands including Sumitomo Rubber Industries, Falken Tyre, Dunlop Tyres, and GT Radial, contributing to a £150m+ annual revenue business.
This role focuses on delivering impactful trade shows, dealer workshops, hybrid product launches, and customer promotions that drive brand advocacy and lead generation. You will also oversee merchandise and point-of-sale (POS) fulfilment while leveraging hybrid event formats and sustainable practices to enhance the Group’s reputation in a competitive automotive market.
Your Responsibilities
* Event Planning & Execution
* Create and manage a costed, resourced, and timelined Annual Events Plan.
* Deliver in-person and hybrid events, including trade shows and dealer workshops.
* Manage venues, suppliers, contracts, content development, and attendee engagement.
* Oversee merchandise and POS materials across 150+ retail centres and dealer networks.
* Maintain accurate stock records and reduce discrepancies through database management.
* Brand & Campaign Integration
* Collaborate with Campaign and Brand Strategy teams to align events with wider marketing campaigns.
* Develop engaging event content such as branded booths and interactive tyre displays.
* Data & Performance
* Analyse performance metrics including lead generation, engagement rates, and ROI.
* Conduct post-event surveys targeting 90%+ attendee satisfaction.
* Report bi-weekly on performance insights and recommendations.
* Sustainability & Compliance
* Implement eco-friendly event solutions and partner with sustainable venues.
* Ensure compliance with advertising standards, GDPR, and H&S regulations.
* Work cross-functionally with Digital Marketing and Social Media teams.
* Participate in post-event reviews and recommend innovative formats (e.g., VR demos, interactive workshops)
What We're Looking for From You
* Data-driven mindset with KPI tracking experience
* Knowledge of hybrid events and sustainable event delivery
* Highly organised with strong attention to detail
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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