Business Development Manager Greater China in London

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 ASEAN.

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.

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.
• Design, establish and grow a high‑performing agent network: Identify, recruit and onboard 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: Conduct 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 and Publications Sales Manager, Finance, SLT and members of the Corporate Management Group, all other ABRSM colleagues.
• External: Any key customer (existing and potential), by phone, email, events and meetings in the Greater China in relation to business development or resolving issues which fall outside of agreed policy.

Remit of role: Responsible for the relevant income and expenditure budget(s), spending decisions within authorisation limits, managing and leading the regional consultants, resolving relationship issues without escalation, to a maximum financial impact of £3,000.

Typical problems escalated to line manager: Significant relationship issues with customers, budget overspend, difficulties delivering on agreed objectives, complex relationship issues with colleagues.

Nature and range of impact: Greater China is a significant market for ABRSM and this role will ensure we have the right research and focus on opportunities.

Allocation, review and approval of work: The job holder is responsible for planning and prioritising their own activities in order to meet their responsibilities and the department goals as agreed with the Business Development Director against objectives and competencies.

Equipment operation: Standard office equipment.