Business Development Manager

Role Purpose

The Business Development Manager is responsible for helping Crewe Optical grow its local presence, customer base,

commercial relationships and reputation. The role combines public and customer engagement, local business development,

supplier liaison, online visibility, review generation, community activity and identification of new commercial opportunities. The

postholder is expected to represent Crewe Optical professionally, develop productive relationships and convert suitable

opportunities into sustainable growth while working closely with the practice team and directors.

1. Business Development & Growth

 Identify and pursue practical opportunities to increase footfall, enquiries, repeat business and local awareness of Crewe

Optical.

 Develop relationships with local businesses, community groups, organisations and other potential referral or partnership

contacts.

 Proactively make contact by telephone and email with local businesses, schools, council teams and community organisations

to introduce Crewe Optical, develop referral opportunities, explore partnerships and promote relevant services or local

initiatives.

 Plan and support local outreach, promotional activity and business-development initiatives that are appropriate for an

independent optical practice.

 Follow up leads and contacts in a professional and organised way, keeping management informed of meaningful

opportunities and outcomes.

 Provide feedback on customer demand, local competition, market opportunities and ideas that may improve commercial

performance.

2. Public, Customer, Local Business & Community Engagement

 Act as a visible and professional representative of Crewe Optical when dealing with members of the public, existing

customers and prospective customers.

 Build positive relationships with customers and encourage appropriate follow-up, repeat engagement and recommendations.

 Support local activities and community engagement where these can increase awareness of the practice and strengthen its

local reputation, including contact with local businesses, schools, community organisations and council representatives where

appropriate.

 Communicate offers, services and practice information accurately and in a manner consistent with Crewe Optical branding

and standards.

3. Online Presence, Social Media & Reputation

 Oversee and support Crewe Optical’s online presence across Google Business Profile, Facebook and Instagram, ensuring

key public-facing information remains accurate, current and consistent with the practice’s brand.

 Oversee the practice’s approach to genuine Google review generation, encouraging satisfied customers to leave honest

feedback in an appropriate, transparent and non-pressured manner and monitoring review trends for management.

 Identify recurring themes in reviews or customer feedback and raise useful points with management.

Crewe Optical Ltd | Business Development Manager Job Profile

 Assist with suitable online promotional activity, local listings, Google page updates and social-media visibility initiatives, and

help coordinate appropriate Facebook and Instagram content that supports local awareness and customer engagement.

 Monitor incoming messages, enquiries and public interactions across relevant online channels and ensure they are

acknowledged, directed or followed up appropriately.

4. Supplier & Industry Relationships

 Build and maintain constructive relationships with suppliers and external commercial partners.

 Liaise with suppliers regarding products, services, promotions, partnership opportunities and business-development support.

 Attend relevant supplier meetings, conferences, launches and industry events when requested, and bring useful information

back to the business.

 Assess supplier opportunities with a commercial mindset and refer purchasing or contractual decisions to the appropriate

director or authorised person.

5. Industry Development & Representation

 Represent Crewe Optical professionally at external meetings and industry events.

 Continue developing knowledge of the optical market, supplier programmes and commercial opportunities relevant to an

independent optician.

 Apply learning from external events to practical business-development activity where appropriate.

 Example: attendance at the EssilorLuxottica Partnership Programme Launch Event in Birmingham on 10 September 2026,

gaining detailed knowledge of the programme, supplier relationship and potential commercial opportunities for the practice.

6. Business Correspondence, Coordination & Reporting

 Work closely with the director and practice team so that business-development activity supports operational capacity and

customer service.

 Coordinate external enquiries and opportunities with the practice team so that promises made to customers, organisations or

partners are realistic, properly communicated and followed through.

 Manage and follow up appropriate business-development correspondence by email and telephone, including communication

with local businesses, schools, council contacts, suppliers and community organisations. Keep brief, useful records of key

contacts, initiatives, follow-ups and outcomes where required.

 Report meaningful progress, risks, opportunities and external feedback to management.

 Support agreed promotions or initiatives and help ensure actions are followed through rather than left incomplete.

7. Professional Standards

 Maintain confidentiality regarding customers, staff, suppliers, pricing, commercial information and business plans.

 Act honestly, professionally and in the best interests of Crewe Optical when representing the company.

 Follow company policies, data-protection requirements and reasonable management instructions.

 Avoid making commitments on pricing, contracts, expenditure or supplier arrangements beyond delegated authority.

Key Performance Expectations

Area Expectation

Business growth Consistent activity that contributes to enquiries, relationships,

opportunities and local visibility.

Relationship management Professional, reliable engagement with customers, suppliers,

local contacts and external partners.

Online reputation Supports genuine review generation and helps maintain a

strong, accurate local online presence.

Initiative Identifies sensible opportunities and follows through without

needing unnecessary supervision.

Communication Keeps management informed and represents Crewe Optical

clearly and professionally.

Commercial judgement Understands that activity should support sustainable business

growth and value for the practice.

Digital & social presence Maintains and develops Google Business Profile, Facebook

and Instagram activity in a professional and brand-consistent

way.

Local outreach Builds and follows up relationships with local businesses,

schools, council contacts and community organisations

Crewe Optical Ltd | Business Development Manager Job Profile

through email, telephone and face-to-face engagement.

Skills & Attributes

 Confident and professional communication with a wide range of people.

 Commercial awareness and an interest in growing an independent optical business.

 Ability to build relationships, network and follow opportunities through.

 Good organisation, reliability and initiative.

 Comfortable using online platforms and supporting reputation/review activity.

 Willingness to travel locally and attend external meetings or events where reasonably required.

 Ability to work independently while remaining accountable to management.

Scope of Role

This job profile describes the main responsibilities of the role and is not intended to be an exhaustive list. Duties may reasonably

evolve as Crewe Optical develops, provided they remain consistent with the level and general purpose of the Business

Development Manager position.

Pay: £43,000.00 per year

Benefits:

• Company pension

Work Location: In person