Business Development Manager

Job Title: Business Development Manager
Department: Gaming
Reports to: General Manager
Salary: £45,000-£50,000 DOE

PRINCIPAL ACCOUNTABILITIES
The Business Development Manager is responsible for delivering the day-to-day activity that underpins business development objectives. Working under the direction and guidance of the General Manager, this role is hands-on, player-facing and operationally focused - building and nurturing relationships with high-value new and regular players, driving acquisition and retention activity, and ensuring every customer interaction reflects the highest standards of service and engagement.
The Business Development Manager turns strategy into action, consistently delivering against targets set by the General Manager while providing feedback and insight.

MAIN DUTIES
Relationship Management and Player Engagement
• Collaborate with Marketing Executives, where applicable, the Deputy General Manager and General Manager to shape customer engagement activity and drive strategic initiatives.
• Set standards for handling high-value player feedback and complaints, ensuring swift and professional resolutions.
• Provide direction and leadership to the Business Development team, where applicable, or across the casino floor, setting standards, establishing priorities and driving engagement across all departments.
• Maintain a visible leadership presence on the gaming floor, empowering team members to engage key customers and resolve issues while dealing with escalations where necessary.
• Oversee the loyalty programme strategy, guiding the team to accurately re-tier players based on activity and engagement.
• Ensure full compliance with Safer Gambling, Anti-Money Laundering, High-Value Customer and UK Gambling Commission requirements across all customer engagement activity.
• Communicate effectively across all departments within the club to drive customer engagement activity.
• Build and maintain strong, personalised relationships with high-value new and regular players, ensuring they feel genuinely recognised and valued during every visit.
• Act as a key point of contact on the gaming floor, proactively greeting customers, anticipating their needs and delivering a level of service that reinforces loyalty and long-term engagement.
• Maintain accurate and up-to-date customer records, including personal preferences, contact permissions, key dates and campaign engagement history, ensuring full data compliance at all times.
• Handle player feedback and complaints promptly and professionally, seeking to resolve issues at the first point of contact and escalating where necessary.
• Support the delivery of the loyalty programme by accurately re-tiering players based on activity and engagement, in line with the standards and criteria set by the General Manager.

Player Acquisition
• Lead the development and delivery of the strategy for acquiring new high-value players, setting objectives and monitoring progress.
• Define and oversee the approach for converting first-time high-value visits into repeat visits, guiding teams to implement best practice across departments.
• Work in partnership across departments to ensure teams deliver a strong first-visit experience.
• Ensure follow-up contact after an initial visit is effectively managed.
• Support the development of targeted offers designed to encourage second and third visits.
• Actively identify and engage potential new high-value players through gaming floor interactions and targeted outreach activity.
• Deliver an exceptional first-visit experience for new high-value customers, ensuring they are personally welcomed, introduced to the club's facilities and benefits, and motivated to return.
• Conduct structured follow-up contact after a high-value player's initial visit by phone, email or SMS, thanking them for their visit and communicating relevant offers or invitations.
Player Retention
• Lead the retention strategy for regular and higher-tier players, setting direction and empowering teams to deliver results.
• Oversee and drive engagement with My Genting offers.
• Ensure teams actively and strategically promote relevant and well-timed offers.
• Regularly review offer uptake and effectiveness.
• Deliver day-to-day retention activities for regular and higher-tier players, building consistent engagement that reduces churn and strengthens loyalty.
• Actively promote My Genting offers to eligible players, ensuring communications are timely, relevant and personally delivered wherever possible.
• Monitor offer uptake and provide regular feedback to the General Manager on effectiveness, relevance and any barriers to engagement.
• Maintain regular and proactive contact with key players, ensuring they remain connected to the club during periods of reduced visit frequency.

HVC Events and Social Engagement
In strict adherence to company HVC policies and procedures:
• Lead and organise a calendar of HVC events and social engagement activities, delivering outstanding experiences for high-value players and supporting inclusive activities for all customer segments.
• Oversee the planning, organisation and delivery of exclusive HVC events, ensuring the calendar aligns with club objectives.
• Design bespoke engagement initiatives to reinforce loyalty and strengthen brand connection among valued customers.
• Set clear team goals to drive repeat visits, long-term loyalty and commercial value through strategic event planning.
• Implement targeted activities to re-engage lapsed or declining players.
• Work collaboratively across departments to ensure seamless event delivery and consistent communication.
• Support the delivery of exclusive HVC events and social engagement activities, contributing ideas and ensuring flawless delivery.
• Personally host and manage customer experiences during events, ensuring high-value players and their guests receive outstanding attention and hospitality.
• Manage customer lists, RSVPs and seating arrangements, maintaining meticulous attention to detail.
• Identify opportunities for bespoke engagement initiatives, such as birthday celebrations, milestone recognition or personalised invitations, and inform the General Manager.
• Drive attendance and repeat visits by actively promoting upcoming events to relevant players during gaming floor interactions and outreach activity.
Lapsed Player Re-Engagement
• Lead and deliver the strategy for lapsed player re-engagement, including ECDD 365, lapsed customers and declining customers.
• Tailor communications and offers to individual customers.
• Establish metrics and processes to measure reactivation success.
• Proactively contact players who are declining in activity, lapsing or require ECDD 365 engagement.
• Deliver tailored communications and personalised offers to reactivate lapsed players, adapting the approach and messaging based on each individual's history and preferences.
• Track and record all re-engagement activity and outcomes, providing accurate data to the General Manager to measure success against established metrics.
Contactability and Data-Led Communication
• Lead and oversee strategies across multiple departments to improve contactability rates across the club.
• Ensure teams are empowered and motivated to improve email permissions, SMS permissions and the accuracy of customer contact details.
• Support effective communication with new players, ongoing engagement with regular players and the reactivation of lapsed players.
• Actively work to improve contactability rates by securing and updating email permissions, SMS permissions and accurate contact details during player interactions.
• Ensure new players are registered with full and accurate contact information from their first visit.
• Engage in regular, meaningful communication with new, regular and lapsed players, using the appropriate channel and tone for each individual.
Compliance and Safer Gambling
• Adhere fully to Safer Gambling, Anti-Money Laundering and UK Gambling Commission requirements in all player interactions and transactions.
• Ensure all HVC processes are strictly followed in line with company policies and procedures.
• Identify and report any concerns relating to problem gambling or suspicious activity promptly and in line with company policy.
• Complete all required compliance training and maintain an up-to-date understanding of regulatory obligations relevant to the Business Development function.
Strategic Focus
• Monitor and report on player acquisition activity, retention initiatives and the progress of lapsed player recovery.
• Gather and communicate player feedback and commercial insights from customer interactions and observations to support strategic decisions and future planning.
• Participate in management meetings and reviews, sharing useful insights based on assigned tasks and activities and supporting the ongoing development of Business Development operations.
• Provide clear insight to senior management on acquisition performance, retention trends and lapsed player re-engagement.
• Help develop the role beyond simply looking after players by supporting and driving revenue growth through strategic leadership.

FLEXIBILITY
Adopt a flexible approach to the work of the team and adapt to changing priorities, shifts and procedures to meet the requirements of the business.

WORKING HOURS
A minimum of 40 hours per week, with additional flexibility as necessary to meet business demands. Evening and weekend working should be expected.

WHAT WE OFFER

As well as an excellent salary, we are dedicated to providing our colleagues with a vast range of benefits including:

Company funded benefits

• Private GP helpline.
• Discount portal for popular retailers, restaurants, leisure and more.
• Pension scheme.
• Life assurance.
• Employee assistance programme " A confidential helpline providing 24/7 advice and counselling whatever the issue.
• 20% discounted gym membership.
• Mental health support.
• Family-friendly and wellbeing policies.

Flexible benefits* " designed for employees to choose the best package for their personal needs.

• Health Cash Plan (level 1 is company funded).
• Critical illness cover.
• Dental insurance.
• Travel insurance.
• Health Screening.

Rewards, recognition, development, and events

• Career development opportunities.
• Genting Academy " online learning portal.
• Long service awards.
• Staff social fund.
• Annual company Christmas present.
• A range of social engagement activities such as a company-wide pub quiz, Croupier of the Year Awards, and a 5-a-side football tournament.

*Subject to eligibility.

OUR BUSINESS

Genting Casinos is one of the UK's most popular leisure businesses and is proud to deliver outstanding service to our customers in our casinos nationwide. As part of the Genting Group, which employs 62,000 people worldwide, we are passionate about our values and providing our colleagues and customers with a fantastic experience.

As an inclusive and diverse employer, we celebrate individuality and value the contribution that each person brings to our workplace. We continue to gain an understanding of the needs and requirements of our customers, colleagues and prospects and actively embrace and accommodate these. If you require any support in relation to your interview, such as guidance, advice or any adjustments, please contact us.