Business Development Lead (Midlands)
Pay: £40,000
Hours: 37.5 hours per week
Location: Shrewsbury Prison, The Dana, Shrewsbury SY1 2HP / Hybrid (with regional travel)
Role Purpose
As Business Development Lead, you will be responsible for generating and converting new B2B revenue opportunities across the Midlands region.
You will own monthly and annual revenue targets, taking full responsibility for building a strong pipeline and converting prospects into confirmed commercial agreements.
This is a predominantly new business role requiring structured outbound sales activity, cold outreach, networking, and proactive pipeline generation within target sectors.
Core revenue streams include:
· Group bookings
· Corporate events
· Conferences and exhibitions
· Site hire and private experiences
· Group travel markets
The Role
This is a target-driven B2B sales role focused on winning new business and delivering consistent revenue performance.
You will represent Cove Group across the Midlands, focused on generating and closing new business opportunities.
Success in this role will be driven by:
· Consistent outbound sales activity
· Strong pipeline creation and management
· High conversion of opportunities into closed business
· Delivery of monthly revenue targets
You will manage the full sales cycle from first contact through to close, optimising conversion at every stage.
You will also identify market opportunities and contribute ideas for new revenue streams across Cove Group assets.
This role requires regular travel across the Midlands region. A valid driving licence and access to a personal vehicle are essential. Travel expenses will be reimbursed in line with company policy.
Key Responsibilities
This section outlines the key areas of accountability for the role and the standards expected in each area.
Strategy & Delivery
· Deliver the commercial strategy across the Midlands region
· Proactively generate new business through cold outreach, networking and targeted prospecting activity
· Own monthly and annual B2B revenue targets
· Drive proactive outbound business development activity to generate new opportunities
· Build and maintain a strong pipeline from scratch and ensure consistent deal progression
· Identify and convert opportunities across group bookings, corporate events, conferences, exhibitions, site hire and private experiences
· Maintain strong awareness of market activity, competitors and emerging opportunities
Experience & Engagement
· Act as a visible and credible commercial ambassador for Cove Group
· Build strong relationships with corporate organisations, event planners, tourism groups and agencies
· Represent Cove Group at networking events, trade shows and industry meetings
· Proactively engage target markets to generate new business opportunities
· Maintain regular contact with prospects to support pipeline development and conversion
Operational Management & Compliance
· Maintain accurate and up-to-date records of all activity within CRM systems
· Ensure all pipeline activity, communications and proposals are logged correctly
· Work closely with internal teams to ensure smooth handover of confirmed business
· Ensure compliance with internal processes and commercial approval structures
Financial & Commercial Performance
· Deliver against monthly, quarterly and annual B2B revenue targets
· Personally generate and close new business opportunities
· Manage the full sales cycle from lead generation through to conversion
· Proactively drive pipeline growth through outbound activity and market engagement
· Convert opportunities across all B2B revenue streams including group bookings, corporate events, conferences, exhibitions and site hire
· Identify and develop new revenue opportunities across Cove Group assets
· Maintain strong conversion rates from pipeline to closed revenue
Collaboration & Communication
· Work closely with the Sales Manager to align regional commercial activity with overall strategy
· Collaborate with marketing and operational teams to maximise conversion and delivery of bookings
· Share market intelligence, trends and competitor insights to support commercial decision-making
· Ensure accurate communication of client requirements to enable successful delivery and conversion of repeat business
Key Performance Indicators
Performance in this role will be measured through a combination of quantitative and qualitative indicators aligned to the Cove Group’s PDR framework.
These include:
· Monthly revenue vs target (primary KPI)
· Pipeline value and growth
· Number of new opportunities generated
· Conversion rate from lead to sale
· Outbound activity levels (calls, emails, meetings)
· Qualified opportunities generated
· New business accounts secured
· Quality of CRM management and pipeline discipline
About You
We’re looking for a proactive and commercially driven individual who enjoys being out in the market, building relationships and creating opportunities. You will be confident generating new business, managing a pipeline and converting conversations into revenue. This role suits someone who takes ownership, thrives on results and is motivated by delivering measurable commercial impact.
Essential Skills & Experience
· Proven track record in business development, sales or commercial roles, ideally involving B2B services, events, venues or group-based products
· Proven track record of consistently achieving and exceeding revenue targets in a B2B new business sales environment
· Strong networking, negotiation and closing skills
· Ability to generate leads and build a pipeline from scratch
· Comfortable working in a proactive, outward-facing role
This role requires regular travel across the Midlands region. A valid driving licence and access to a personal vehicle are essential. Travel expenses will be reimbursed in line with company policy.
Desirable
· Experience in venues, events, hospitality, leisure or multi-use commercial spaces
· Experience developing partnerships or commercial agreements
· Experience managing a regional territory
Personal Attributes
· Highly driven and results-focused
· Proactive and comfortable taking ownership
· Commercially minded with a strong instinct for opportunity
· Confident, credible and relationship-focused
· Resilient and motivated by winning new business
The Reward
This is a high-autonomy commercial role where you will directly influence regional revenue performance.
You will have the freedom to build your own pipeline, develop relationships and convert opportunities into measurable commercial outcomes within a fast-growing and ambitious business.
Success in this role is directly tied to revenue delivery, pipeline growth and new business acquisition.
What We Offer
At Cove Group, we believe work should be something you look forward to. We’re building a culture where people feel valued, growth is constant, and purpose drives everything we do. You’ll be part of a team that’s passionate, collaborative, and proud of the difference we make every day.
As part of our culture promise, we offer:
· A collaborative, supportive, and values-driven environment.
· Fair pay, regular recognition, and genuine appreciation for your work.
· Opportunities for professional growth, learning, and development across Cove Group.
· Clear expectations, honest feedback, and leadership that lifts others.
· A positive, purpose-driven workplace where you can grow, thrive, and make an impact.
Here, you won’t just do great work, you’ll help shape a culture we can all be proud of.
Pay: £40,000.00 per year
Work Location: Hybrid remote in Shrewsbury SY1 2HP
