Commercial Manager – Job Description

Department: Commercial / Admissions / Business Development

Reports To: Chief Executive Officer

Job Purpose

To lead and manage the academy’s commercial activities with full responsibility for student enrollment growth, revenue achievement, conversion performance, customer journey effectiveness, and strategic partnerships. The Commercial Manager is responsible for aligning admissions, sales follow-up, business development, and market-facing initiatives to maximize student acquisition and commercial performance across online and offline channels.

Key Responsibilities:

1. Commercial Strategy & Revenue Growth

• Develop and execute the academy’s commercial strategy in line with annual enrollment and revenue targets.

• Identify growth opportunities across local and international markets.

• Translate management targets into practical monthly and quarterly commercial action plans.

• Monitor market demand, competitor activity, pricing trends, and program positioning.

• Recommend new commercial initiatives to improve enrollment volume and revenue quality.

2. Admissions & Sales Management

• Lead the full admissions and sales process from lead generation handover to final student enrollment.

• Manage and optimize lead conversion across all key channels including website inquiries, WhatsApp, CRM leads, paid campaigns, referrals, walk-ins, events, and partnerships.

• Build a clear and structured customer journey from first inquiry to registration and payment.

• Ensure all leads are responded to promptly and professionally.

• Improve conversion rates through stronger follow-up discipline, consultative selling, and better pipeline management.

• Develop sales scripts, follow-up frameworks, and objection-handling approaches suitable for aviation training programs.

3. Online Commercial Performance

• Oversee the commercial side of digital lead handling from platforms such as Meta, Google, TikTok, website forms, and WhatsApp.

• Work closely with the marketing function to improve lead quality, campaign effectiveness, and conversion outcomes.

• Review lead sources and identify the most commercially effective channels.

• Monitor cost efficiency indicators relevant to acquisition and enrollment performance.

• Ensure CRM usage is accurate, consistent, and tied to measurable commercial outcomes.

4. Offline Commercial Development

• Manage walk-in prospects and academy-based consultations.

• Build and maintain partnerships with schools, universities, educational institutions, and other relevant entities.

• Represent the academy in exhibitions, events, open days, and outreach activities.

• Deliver or supervise professional presentations about academy programs and career pathways.

• Generate commercially valuable offline opportunities that contribute to qualified leads and enrollments.

5. Team Leadership & Performance Management

• Lead, train, supervise, and evaluate the commercial/admissions team.

• Set clear daily, weekly, monthly, and quarterly targets for team members.

• Monitor team activity, lead follow-up quality, response times, and conversion performance.

• Conduct regular coaching sessions to improve communication, persuasion, discipline, and customer handling.

• Participate in recruitment, onboarding, and performance evaluation of commercial team members.

• Build accountability and performance culture across online and offline commercial operations.

6. CRM, Reporting & Forecasting

• Ensure all inquiries, follow-ups, pipeline stages, and outcomes are accurately recorded in the CRM.

• Prepare weekly and monthly reports covering leads, qualified leads, conversions, enrollments, revenue, lead sources, and team performance.

• Track commercial KPIs and flag underperformance early with corrective action plans.

• Produce enrollment forecasts and revenue projections based on pipeline quality and seasonality.

• Analyze commercial performance against target and recommend practical improvements.

7. Commercial Coordination with Marketing

• Coordinate with marketing to ensure campaigns support actual enrollment goals, not just awareness metrics.

• Provide regular feedback on lead quality, target audience relevance, campaign performance, and messaging effectiveness.

• Support the development of promotional offers, campaign priorities, and market-specific enrollment initiatives.

• Align commercial actions with branding, events, content, and outreach activities where they directly affect lead generation and conversion.

Authority

• Recommend hiring, evaluation, and replacement of commercial team members.

• Supervise the daily performance of the admissions, telesales, and customer-facing commercial teams.

• Manage the department’s operational commercial activities within approved budgets.

• Propose commercial campaigns, partnerships, and enrollment initiatives for management approval.

• Access and review CRM, reporting dashboards, and pipeline data.

Directly Supervises

• Admissions Officers

• Telesales / Sales Executives

• Customer Service / Front Desk (commercially related scope)

• Business Development / Partnerships support roles, if applicable

KPIs – Commercial Manager:

1) Lead Management KPIs

• Lead Response Time: Less than 10 minutes per lead.

• Lead Follow-Up Compliance Rate: 95%+ of assigned leads updated in CRM.

• Qualified Lead Rate: 40%–65% of total generated leads.

• No Lost Lead Rate: Maximum 5% unattended or improperly followed leads.

2) Conversion KPIs

• Overall Lead-to-Enrollment Conversion Rate: 15%–22%

• Online Conversion Rate: 10%–18%

• Offline Conversion Rate / Walk-in Conversion: 25%–40%

• Lead-to-Consultation / Orientation Attendance Rate: 60%+

• Application-to-Registration Conversion Rate: Target to be defined based on actual academy baseline.

3) Team Productivity KPIs

• Daily Calls per Team Member: 80–120 calls per person per day.

• Daily Meaningful Follow-Ups per Team Member: Target to be defined internally.

• Weekly Consultation Bookings: Based on monthly enrollment target.

• CRM Accuracy & Update Discipline: 95%+ compliance.

• Sales Script / Process Adherence: 90%+ quality compliance through review.

4) Enrollment KPIs

• Monthly Student Enrollments: 3–6 students per month.

• Annual Student Enrollments: 50–64 students annually.

• Peak Season Enrollment Achievement: Higher target during June–October.

• Enrollment by Source Mix: Tracked by channel to identify strongest acquisition source.

5) Revenue KPIs

• Annual Revenue Achievement: 100% of management-set annual target.

• Monthly Revenue Achievement: On target versus commercial forecast.

• Revenue per Enrolled Student: Monitored monthly.

• Deposit Collection / Payment Completion Rate: Target to be defined by finance policy.

6) Customer Experience KPIs

• Student / Parent Satisfaction Score: 90%+ satisfaction.

• Admissions Experience Quality Score: Measured through follow-up survey.

• Complaint Resolution Speed: Target to be defined internally.

• Retention to Next Training Stage: Monitored where applicable.

7) Business Development & Partnerships KPIs

• Partnerships Developed per Year: 7–12 quality partnerships.

• Offline Events / School Visits / Outreach Activities: 1–3 per month.

• Offline Leads Generated: 200–350 leads.

• Partnership-Sourced Leads and Enrollments: Tracked monthly and quarterly.

8) Reporting & Management KPIs

• Weekly Commercial Report Submission: 100% on time.

• Monthly Commercial Dashboard Accuracy: 100%.

• Quarterly Market / Competitor Review: 1 completed review per quarter.

• Forecast Accuracy: Target variance within acceptable management range.