Business Development Manager Greater China

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 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.

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.

Organisation

See separate organisation chart.

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, 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.
• Work closely with existing regional representatives and other field staff to coordinate territory coverage, avoid channel conflict and ensure consistent messaging and practice across all agents.
• Develop and maintain robust reporting, escalation and whistleblowing routes so concerns about agent behaviour are identified early and dealt with promptly.

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.
• Act with a high degree of autonomy, leveraging deep market intelligence to inform decision-making and ensure sustained business success.

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.
• Leverage deep product knowledge to contribute meaningfully to business case development at all stages.

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 in relation to developing pricing strategy, sales budgets, forecasts, phasing and performance
• Members of the Global Business Development team to ensure effective communication and collaboration as well as sharing expertise and skills, troubleshooting and providing mutual support as required
• Colleagues within Product Development and their teams in relation to product forecasting, developing and agreeing sales and marketing plans, feeding into collective problem solving related to specific projects and work
• The Insight team to ensure that the necessary data and research is available to understand customer needs
• Regional Development Executives and Publications Sales Manager, in relation to ongoing work, setting objectives and monitoring progress
• Finance in relation to forecasting and budgeting etc.
• SLT and members of the Corporate Management Group as required in relation to advising on commercial matters
• All other ABRSM colleagues as required

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 (trade or end-user) which have the potential financial impact of over £3,000
• Budget overspend
• Difficulties delivering on agreed objectives
• Complex relationship issues with colleagues within or outside the department

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 is assessed throughout the year by the Business Development Director in accordance with ABRSM’s performance management cycle.

Equipment operation

Standard office equipment.

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