Sales Director


The job has expired.

Number of Positions:
Contract Type:
Permanent – Full Time
0.00 - 0.00
Closing Date:
Job Category:
Global Operations and Sales
BBC Region / Division:
BBC Studios
BBC Business Unit:
News - WSG Global News

Package Description

Contract type: Permanent
Location: Beijing, China


Job Introduction

The Sales Director - China is responsible for generating revenues from China based advertisers by selling advertising and content marketing solution from BBC World News Channel, BBC Studio Channels (BBC Knowledge/Earth Channel, and other upcoming commercial platform BBC Studio will develop and made available for advertising.

The Sales director with the support of sales team both in-house sales staffs, creative solution team, sales planner and external (media representatives) generates ad sales revenues from China and maintains overall responsibility for key direct clients as well being the overseeing  manager for our media reps in China.

Main Responsibilities

Sitting in the BBC Studio Beijing office, this person is also responsible for collaboration with BBC Studio China team on sponsorship and block sales on terrestrial TV of non-news content once the platform is ready, this includes but not limited to

  • Explore collaboration with TV production/co-production/format sales team among identified group of clients from China.
  • Explore product placement opportunity for destination brand/technology brands within the BBC local format show e.g. Top Gear China, Dancing with the Stars etc.
  • Explore event sponsorship opportunity with LIVE Event team (e.g. Planet Earth Concert) among identified group of clients.
  • Selling content licensing + advertising package hybrid deals to a group of potential partners.
  • Developing commercial strategy and joint hands exploring new collaborations and business model

A key contributor in Asia Leadership Team, the Sales director:

  • Leads the sales team to delivers the sales revenue target for the assigned area of responsibility – ALL CHINA
  • Maximises new business potential from advertisers and agencies
  • Work closely with BBC Storyworks team – our inhouse creative agency to pitch content marketing and creative solutions we can offer to help brands and clients tell their stories to the BBC audiences.
  • Management of an in-house team including: sales persons, creative solution managers, sales planners and other potential role created in China.
  • Engage with our media reps in China directly to identify new business opportunities and empower them achieve revenue target set for them.
  • Management of the reps in China including setting targeting, communication of the BBC latest update, motivating and performance tracking, pipeline management.
  • Leads the sales team to manages direct sales opportunities and delivers compelling proposals and pitches to secure business, an identified corporate (in house) client list will be provided for direct interaction and engagement between the Sales director and client.
  • Works closely with the VP, North Asia to develop China strategies and business plans for long term opportunities.
  • Market and sell and other BBC commercialised opportunities in China
  • Collaborate with BBC Studio in China to develop sponsorship opportunities and syndication ad-sales opportunities.
  • Promote and advocate the BBC brands in China, be the face of BBC
  • Provides regular sales updates and forecasts to the VP, North Asia on current revenue and the sales pipeline

Success in this role relies on an in-depth knowledge of the media industry (especially digital media) and a comprehensive understanding of BBC Advertising products and services. The ability to forge senior level relationships and develop trust and loyalty with key clients are also key skills for successful performance. 

This is a role for an experienced and versatile sales person with significant managerial responsibility who is equally competent at prospecting for new sales opportunities and developing existing accounts.


Sales Planning

  • Assist VP, North Asia, with sales planning by contributing key account and market information  
  • Engage with our Reps in China as well as identify direct key opportunities.  
  • Gather market information and competition information & analysis, identify key trends to advise leadership team on new business proposition, models and strategies.
  • Provide accurate and regular forecasts and business updates

Execution & Results

  • Achieve the revenue and KPI targets for assigned markets within the region
  • Work closely with Legal and Finance to resolve contractual issues 

Team management

  • Manage a group of highly capable sales people to achieve team target.
  • Help sales manager and account managers from prospecting, forming ideas, pitching, negotiating to closing deals and executing deals.
  • Motivating the sales team and strengthening their salesmanship by leading by example.
  • Cultivate resilient, entrepreneurial, positive, “can-do” culture within the team.

Account and Opportunity Development

  • Manage all aspects of the sales cycle (prospect to PO) to close sales opportunities successfully
  • Work closely with the Account Executive to develop and deliver compelling pitches and proposals to secure sales
  • Work with the Senior Account Exec and Account Executive to supply regular performance information to clients during campaigns and suggest optimisations to current and future campaigns
  • With the sales team, resolve account / campaign issues quickly and equitably
  • Collaborate with The APAC Sales Operations team so campaigns adhere to compliance requirements and meet / exceed customer expectations
  • Monitor advertising activities on competitive channels and share information gained with the sales team and VP, North Asia
  • Attend industry fairs and exhibitions to generate new leads, meet prospects and get up to speed with clients’ new products and services

Developing Professional Capability

  • Attend relevant conferences, seminars and other industry events to develop knowledge and network within the online / media industry
  • Continuously evolve personal and professional capability in line with business needs


  • Achievement of sales revenue targets – TV & Digital
  • Achievement of performance objectives
  • Staff retention rate and staff survey scores
  • Account development / retention
  • Timely and accurate sales reports and forecasts
  • Adherence to internal procedures and compliance matters.


A successful performer in this role:

  • Uses multiple contacts and sources of information to keep current with industry and competitive trends
  • Generates solutions based on a thorough understanding of the internal / external business environment
  • Involves others in the creative process to test ideas and generate new thinking to build into account plans
  • Evaluates the pros and cons of multiple options before making decisions 
  • Identifies risks and develops contingency plans
  • Initiates collaboration within/between teams
  • Deals sensitively at senior levels across cultures to forge collaborations
  • Provides feedback to improve performance and follows through to check it is acted upon
  • Uses a variety of influencing techniques to get people on side and excited by their proposals
  • Makes accurate, timely decisions under pressure
  • Designs and structures high quality, benefit-driven reports and proposals 
  • Monitors the quality of pitches and presentations by the team and suggests improvements
  • Identifies the steps necessary to exceed customers’ expectations and develops a plan to achieve this
  • Focuses team activities on areas that add value to the customer
  • Recognises and rewards initiative and proactively in their team
  • Takes initiative and acts in response to external changes in the market / competition





VP, North Asia

Performance & Business Planning - business priorities

Daily / weekly

Sales REP

Support, Information sharing, give direction, motivate, monitor, joint sales call.


Internal Departments

Information sharing, collaboration

Daily / weekly


Pursuing sales opportunities, developing relationships

Daily / weekly

Direct Clients

Pursuing sales opportunities, developing relationships

Daily / weekly

Are you the right candidate?



  • Media Industry and platforms
  • Current affairs 
  • Vertical sectors – e.g. Travel & Tourism (an advantage)
  • Account and Opportunity Management techniques
  • Negotiation techniques
  • Sales management processes
  • Consultative Selling
  • Best practice remote management
  • Market Research
  • Competition – news and digital
  • IT literate
  • Educated to degree level or equivalent
  • 8- 11 years in media sales
  • Regional TV/Digital Sales experience preferred
  • Experience in selling international media (TV, digital) in China – a strong plus.
  • Influencing senior managers in client / agency organisations
  • Successful track record of achieving sales targets and growing market share in a stiff competitive environment
  • 5+ years International Media Sales
  • Understand Chinese market and nuisance


Personal Attributes

  •  Searching Information
  • Developing Ideas
  • Thinking Flexibly
  • Deadline management
  • Multi-tasking
  • Building Rapport
  • Collaborating
  • Developing Self & Others
  • Persuading & Influencing
  • Building Credibility & Confidence
  • Communicating with Impact
  • Focusing on Customers
  • Demonstrating Initiative
  • Measuring & Improving Performance
  • Results-driven
  • Self-starter
  • Outgoing
  • Energetic
  • Confident
  • Disciplined
  • Assertive
  • Versatile
  • Resilient
  • Resourceful
  • Genuine interest in others

Special Requirements:

  • Fluency in English & Proficiency in Mandarin.
  • Skillset in bridging conversations between different markets and culture and nuisance.
  • Late hours may be required owing to necessary communication with teams based in other geographies and time zones
  • Travel required domestic China or overseas

About the BBC

We don’t focus simply on what we do – we also care how we do it. Our values and the way we behave are important to us. Please make sure you’ve read about our values and behaviours in the document attached below.

Diversity matters at the BBC. We have a working environment where we value and respect every individual's unique contribution, enabling all of our employees to thrive and achieve their full potential.

We want to attract the broadest range of talented people to be part of the BBC – whether that’s to contribute to our programming or our wide range of non-production roles. The more diverse our workforce, the better able we are to respond to and reflect our audiences in all their diversity. 

We are committed to equality of opportunity and welcome applications from individuals, regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We will consider flexible working requests for all roles, unless operational requirements prevent otherwise.

To find out more about Diversity and Inclusion at the BBC, please click here