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General information

Business unit
Wellington College International Shanghai
Working Calendar
Non Academic

Description & Requirements

Role Description

 

JOB TITLE

Business Development Manager

 

DEPARTMENT

Non-Academic

LOCATION

Shanghai

SUPERVISOR

Director of Marketing

 

 

Role Purpose

 

The Business Development Manager is accountable for rebuilding and diversifying WCIS’s leads-to-enquiries pipeline by generating incremental, high-quality qualified leads and enquiries through strategic partnerships and B2B development.

 

Sitting within the Marketing function, this role focuses on upper-funnel expansion, lead quality, and cost efficiency, complementing paid and organic marketing channels. The role supports Admissions by delivering well-profiled, conversion-ready enquiries, with success measured by the volume, quality, and efficiency of qualified leads generated, particularly among expat and internationally mobile families.



KEY RESPONSIBILITIES

Business Development & Partnerships

  • Develop and execute a clear, measurable business development plan aligned with school level marketing objectives‑.
  • Identify, evaluate, and onboard strategic partners aligned with WCIS’s brand positioning and target family profile, with explicit consideration of lead quality, scalability, and conversion potential.
  • Structure partnerships with clear value exchange, defined outputs, and performance expectations.
  • Regularly review partnership performance and reallocate resources toward highest ROI‑ channels.
  • Build long‑term, trust‑based relationships that consistently generate qualified enquiries and strengthen brand advocacy.

Lead Generation Programmes & Activation

  • Plan and deliver targeted BD led‑ initiatives (on campus and off‑ campus‑) to drive enquiry generation.
  • Represent WCIS at external community events, corporate engagements, and partner activities to strengthen market presence and prospect access.
  • Support the development of a strong WCIS partner and community network that drives word of mouth referrals.
  • Design and execute BD led‑ activities that convert awareness into enquiries, including: 
  1. Targeted workshops and briefings
  2. Campus tours and class experience sessions
  3. Co‑hosted events with partners and corporates
  • Ensure all BD activities are conversion ‑oriented, with clear next steps into the admissions funnel.

Cross Functional‑ Collaboration

  • Work closely with Marketing and Admissions to ensure clear lead handover, follow‑up, and alignment on target profiles.
  • Partner with Content Marketing to ensure BD initiatives are supported by clear messaging, appropriate materials, and consistent brand positioning.
  • Results-oriented team player.

Reporting & Performance Tracking

  • Track and report on BD performance against agreed Marketing KPIs.
  • Use data and insights to continuously refine BD strategy, prioritisation, and resource allocation.


Success Metrics

Success in this role will be measured by:

  • Number and quality of active BD partnerships established and maintained
  • Frequency and effectiveness of BD led‑ workshops, events, and campus experiences
  • Volume and quality of qualified leads and enquiries generated through BD channels
  • Cost efficiency compared to paid media and traditional marketing spend
  • Contribution of BD generated‑ leads to the admissions pipeline
  • Strength, sustainability, and repeatability of partner‑led lead sources

 

BASIC QUALIFICATION

 

Language: Fluent in English; Mandarin proficiency highly desirable

 

Experience & Skills

  • 8+ years’ proven experience in business development, partnerships, or B2B marketing, preferably within education, premium services, or international brands
  • Strong relationship building‑ and stakeholder management capability
  • Experience working with chambers, corporates, agencies, and community organisations
  • Event planning and execution experience is a plus
  • Commercially minded, with a clear understanding of lead funnels, enquiry quality, and conversion pathways

Personal Attributes

  • Proactive, self‑driven, and highly relationship‑oriented
  • Confident communicator with strong presentation and representation skills
  • Comfortable working cross‑functionally and influencing without direct authority
  • Strong alignment with Wellington values and premium brand ethos
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