Business Development Manager Greater China in London

ABRSM is The Associated Board of the Royal Schools of Music and a global music education charity. At the heart of everything we do is our belief that music enriches lives. Building on our heritage, we offer face-to-face and digital exams, sheet music, recordings, apps and courses for students and teachers across the world. In partnership with four Royal Schools of Music, we carry on a long legacy of musical excellence. More than an awarding organisation, we support learners from the first note they play, and empower teachers who help build musical skills and encourage progress around the world. As a charity, we use all of the surpluses we generate to make significant donations towards music education initiatives and to develop our support for learners and teachers around the world. We advocate for music and its many forms, playing our part to ensure the future of music education and its place in society. Together with our partners, our teachers and others around the world, we’ve been nurturing the future of music since 1889—to help people start or continue their journey.

Job purpose

• To drive business development across Greater China, ensuring the achievement of agreed targets for exam entries, publication sales, and digital product adoption.
• To set up and manage an authorised agent network in Mainland China.
• To lead and support Regional Development Executive (RDE) based in Hong Kong.
• To cultivate and strengthen key business relationships across East Asia.
• To contribute to the expansion into new markets and the development of innovative products and services.
• To provide ABRSM management with actionable market intelligence that may significantly impact sales performance in the region.

Job context and scope

The Business Development Department plays a pivotal role in revenue growth, customer strategy formulation, cross-functional product development, stakeholder and customer engagement, and the execution of global sales and marketing initiatives.

Principal duties and responsibilities

• Strategic Leadership & Team Development: Lead, mentor, and develop the Regional Development Executive(s), fostering a high-performance sales culture. Drive professional growth through structured coaching, training, and succession planning.
• Sales Strategy & Performance Optimisation: Develop and implement innovative sales strategies to overcome market challenges, including leveraging technology to enhance efficiency. Continuously refine sales processes, challenge existing work practices, and introduce new methodologies to maximise team productivity.
• Agent Network Development: Design, establish and grow a high-performing agent network, including identifying, recruiting and onboarding new agents in line with company standards and market strategy. Implement clear performance, conduct and compliance standards for all agents, ensuring contracts, training and supervision minimise the risk of mis-selling, fraud or reputational damage. Monitor agent performance and behaviours through regular reviews, audits and field visits, taking timely corrective action, including retraining, suspension or termination where required.
• Revenue Growth & Business Expansion: Own Greater China's sales and income targets across exams, publications, sponsorships, and other revenue streams. Drive revenue growth by optimising existing accounts and expanding into new customer segments, proactively identifying and executing high-impact strategies.
• Sales Forecasting & Pricing Strategy: Play a key role in shaping annual sales forecasts and revenue targets for Greater China, ensuring alignment with business objectives. Lead the development of annual pricing strategies, balancing market competitiveness with profitability.
• Market Expansion & Commercial Strategy: Conduct in-depth commercial evaluations of new market opportunities, influencing strategic product launches in emerging markets.
• Financial & Operational Oversight: Manage Greater China's sales operating budget, ensuring efficient allocation of resources and ROI-driven decision-making. Implement financial controls and performance metrics to optimise cost-effectiveness and revenue impact.
• Market Coverage & Customer Engagement: Ensure full market coverage across all geographical areas and customer segments, optimising resource deployment. Establish and maintain high-value relationships with key clients, industry stakeholders, and strategic partners.
• Data-Driven Decision Making: Utilise advanced analytics and data visualisation to inform sales strategies and executive reporting. Present well-structured, insight-driven reports tailored for senior leadership and stakeholders.
• Regional Travel & Market Presence: Represent the business across the Greater China region, engaging in strategic business development initiatives and high-level client interactions.

Nature and purpose of internal and external contacts

• Internal: Business Development Director, members of the Global Business Development team, colleagues within Product Development, the Insight team, Regional Development Executives, Publications Sales Manager, Finance, SLT and members of the Corporate Management Group.
• External: Any key customer (existing and potential) in relation to business development or resolving issues which fall outside of agreed policy.

How to Apply

Please submit your CV and a cover letter outlining your interest in the role and your suitability for the position. Applications are reviewed on a rolling basis, so we encourage you to apply as soon as possible. Due to the high volume of applications received, only shortlisted candidates will be contacted. We welcome applications from people of all backgrounds and experiences. If you require any adjustments during the recruitment process, please let us know.