Director (Business Development, Commercial & Marketing)
PETRONAS · Kuala Lumpur
Job Purpose:
To drive the advancement of Centre for Advanced, Professional & Executive Education (CAPE)’s business development, commercial, and marketing agenda by identifying new growth opportunities, strengthening strategic networks, and positioning CAPE as a leading provider of future-focused professional and executive education. It oversees commercial planning, revenue growth, pricing and partnership strategies, and brand positioning to ensure strong market differentiation, client value creation, and long-term organisational impact. The Director also champions a customer-centric and commercially agile approach that aligns institutional excellence with industry and workforce transformation needs.
Key Accountabilities:
Benchmarking and Market Analysis
Conduct market intelligence and competitive benchmarking to identify emerging trends, industry demands, and growth opportunities within the executive and professional education landscape.
Monitor competitor offerings, pricing models, partnership approaches, and learning innovations to strengthen CAPE’s market differentiation and competitiveness.
Develop strategic insights to support overall strategy and portfolio expansion, client engagement, and commercial decision-making.
Business Development Strategy & Growth Opportunities
Develop and drive business development strategies that support revenue growth, market expansion, and long-term commercial sustainability.
Identify and pursue new business opportunities across all market segments including corporate, government, professional, academic institutions and international sectors.
Establish growth plans and strategic priorities aligned with institutional objectives and market demand.
Strategic Alliances & Partnerships
Build and strengthen strategic partnerships with industry, government agencies, professional bodies, and academic institutions to enhance CAPE’s ecosystem and market reach.
Lead engagement and collaboration initiatives that create mutually beneficial opportunities for programme development, capability building, and business growth.
Negotiate and manage partnership frameworks, collaboration agreements, and strategic engagement models to support organisational objectives.
Foster long-term stakeholder relationships that strengthen CAPE’s reputation, industry relevance, and strategic positioning.
Client Engagement & Retention
Lead strategic client engagement initiatives to strengthen relationships, understand evolving organisational needs, and enhance client satisfaction and loyalty.
Drive the development of tailored learning solutions and value-driven proposals that address client challenges and workforce priorities.
Drive client retention and account growth strategies through proactive engagement, service excellence, and continuous relationship management.
Establish customer-centric practices that enhance overall client experience and support long-term partnership success.
Sales Performance & Pipeline Management
Oversee sales performance and business development pipelines to ensure achievement of revenue targets and growth objectives.
Lead pipeline activities, conversion rates, and client engagement progress to strengthen forecasting accuracy and sales effectiveness.
Drive strategic sales initiatives and account development efforts to maximise business opportunities and portfolio growth.
Establish performance tracking mechanisms and reporting frameworks to track commercial outcomes and market traction and support data-driven commercial decision-making.
Commercial & Market Strategy
Lead the development and execution of commercial strategies, pricing models, and market positioning approaches to strengthen CAPE’s competitiveness and sustainability.
Oversee commercial negotiations, contractual arrangements, and partnership agreements to ensure alignment with organisational objectives and governance standards.
Evaluate the commercial viability and scalability of programmes, partnerships, and new business initiatives.
Drive market-responsive strategies that balance client value creation, financial sustainability, and long-term growth objectives.
Marketing, Branding & Positioning
Drive strategic marketing and branding initiatives to strengthen CAPE’s visibility, reputation, and market differentiation in advanced, professional and executive education.
Drive integrated marketing campaigns, thought leadership initiatives, and stakeholder engagement strategies to enhance brand awareness and market reach.
Ensure consistent brand positioning and messaging across all platforms, programmes, and client engagements.
Oversee the development of marketing strategies that support programme promotion, audience engagement, and commercial growth objectives.
Team Leadership & Capability Development
Lead, mentor, and develop high-performing teams to drive collaboration, accountability, and excellence across business development, commercial, and marketing functions.
Build commercially astute, customer‑centric and performance‑driven team that upholds integrity and safeguard governance practices.
Foster collaboration within internal units and academic faculties to deliver integrated solutions.
Qualification & Experience:
Recognised Bachelor’s Degree and preferably Master’s Degree in Business, Marketing, Management, Economics or related fields.
Minimum 12–15 years of relevant experience, with significant exposure in business development, commercial management, sales or marketing, preferably within executive education, professional services, higher education or B2B environments.
Proven track record in revenue growth, partnership development and market expansion.
Strong commercial acumen, negotiation and stakeholder management skills.
Excellent communication, presentation and leadership capabilities.
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