Job Description

Basic Details:Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business	Aditya Birla Capital Limited
Unit	Aditya Birla Housing Finance Limited
Location
Poornata Position Number of the job		Reports to: Poornata Position Number
Poornata Position Title of the job	Zonal Sales Manager(ZSM)	Reports to: Poornata Position Title	Head-Affordable
Function	Sales	Reports to: Function	Sales
Department	Housing Finance	Reports to: Department	Housing Finance
Date of writing/ Updation of JD	August 2020

1) Job Purpose:Write the purpose for which the job exists (in 2-3 lines)

The purpose of this job is to co-design (with Head-Affordable and team inputs) and deliver on the zonal strategy for driving ABHFL business, leading the team for effective execution considering local variances and competitive dynamics. It takes joint approval decisions with Risk counterpart as per approval matrix, and partners with Risk, Operations and Sales Governance teams to ensure portfolio health. It serves to drive business profitability by taking appropriate pricing decisions, addressing underperformance, process inefficiencies/ gaps, channel/ cost optimization opportunities, etc. It acts as a point of escalation for specific cases/ exception handling and supports the removal of bottlenecks for the achievement of business targets at the zonal level. It drives cross-selling across ABHFL and ABC products/ solutions in the zone as per strategy agreed with Head-Affordable and unique client requirements.

2) Dimensions:Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.
Business Workforce Number
Unit Workforce Number
Function Workforce Number
Department Workforce Number	2-3 Regional Sales Manager
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

3) Job Context & Major Challenges:Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section

Organizational Context

Key Aspects:

Part of the Aditya Birla Capital Limited, Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company offers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9^th July 2014 and has aggressive growth plans.
ABHFL has grown at a steady rate while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of segments like Affordable and self-employed borrowers, given the high potential in these segments. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market. and is poised for rapid growth and plans to grow 5X (40,000 Cr) in the next 5 years. This shall take ABHFL within the top 5 percentile of HFCs in the country.
The ABHFL Sales organization works broadly with 3 customer segments - retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self-employed, with both of these having very different preferences and needs.

Job Context

Key Aspects:

Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational efficiencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management.
While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives.
Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to clients
For retail customers, identifying and acting on relevant needs for target demographics/ customer segments/ etc., in an efficient manner ensuring process, statutory and regulatory compliance at all times, are key for building business performance and sustainability.
For institutional/ builder customers, understanding and addressing complex business requirements via proactive relationship management and customized solution fitment, while ensuring compliance at all times, are important to gain competitive advantage in this segment.
The ZSM -ABHFL is responsible for driving zonal sales operations in line with the strategy devised and agreed with the Head-Affordable Housing - ABHFL, to achieve targeted book size, profitability, growth & customer service objectives via requisite business development, client engagement and team mobilization initiatives.

Key Challenges

Over 70 Banks and HFCs are operating in a highly cluttered and extremely competitive market. Each customer segment has its own specific perceptions and preferences, along with existing key banking relationships and very competitive pricing offerings from multiple existing brands. Thus developing effective strategy and driving execution is critical to ensure positive differentiation and profitable growth
Vastly distributed operations and retail nature of business add complexities of managing operations that are geographically widespread while maintaining controls through effective delegation and oversight
Another significant challenge is to attract and retain top talent who have multitude of choices and more established brands with lucrative offering. Rapid pace of entry of new lenders is further accentuating the dearth of quality talent and need for retaining them
In view of the above factors, it is important to nuance and drive a zonal strategy that is differentiated and innovative and that can withstand competitive pressures to grow market share
The zonal business strategy must factor for zone-specific realities and challenges associated with being a new brand in a cluttered marketplace. The nuances of business strategy span across distribution, resourcing & capacity utilization, channel mix, product & portfolio mix, pricing & cross sell, customer retention etc.
To stay up to date on the latest market and sector trends, identifying opportunities/ challenges for the zonal business to capitalize on/ prepare for, and provide relevant inputs to the Head-Affordable as well
To ensure loan conversion/ sanction/ utilization percentages are high and an appropriate sourcing funnel is built to meet targets
To constantly upgrade financial & operational know how of self and team members on industry dynamics, effective negotiation and relationship building, and efficient loan processing for maintaining lasting relationships with customers while ensuring portfolio health and profitability
To review and take decisions on complex credit transactions with a keen eye on structuring/ credit quality and pricing
To ensure credit quality and effective portfolio selection/ pre-screening thereby minimizing potential NPAs
To ensure compliant zonal sales operations at all times, despite target pressures and market cycles

Enabling Skill Sets & Qualifications

Critical skill sets required to meet these challenges include business acumen, strong team management and communication, execution skills, solid product-market understanding, and operations integration & controlling skills.
Education & experience required to fulfil this profile are a postgraduate with minimum 12 - 15 yrs of total sales experience in the Banking/ NBFC space, of which at least recent 8 - 10 yrs experience should be in lending / HFC with exposure to different states.

4) Key Result Areas:Writethe key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)
Key Result Areas	Supporting Actions
Zonal Sales Strategy	Work with Head-Affordable - ABHFL and cross functional team members (including ZRH and ZOH) on devising the zonal business strategy and operations plan, considering product-environmental factors, competitive forces and sector-specific trends, resources available and overall management expectations Ensure cascade of strategy and plans to the team down the line for effective execution and alignment Constantly review implementation of zonal strategy and coach/ guide teams through bi-weekly or need based reviews and brainstorming sessions Provide inputs for design of impactful sales incentive/ payout schemes for teams and channel partners, considering prevalent business norms and practices in the zone, and competitive/ macroeconomic factors Drive/ manage product mix and sourcing mix in line with current market trends and realities Track industry and market developments, scanning the market and its competitive offerings on a periodic basis report on and direct teams basis emerging trends and business opportunities
Business Growth & Customer Acquisition/ Engagement	Identify business growth opportunities at a zonal level, drive expansion and new customer acquisition strategies (identifying potential prospect hubs, advising on channel mix, etc.) to meet balance sheet and P&L targets Communicate zonal objectives and allocate targets to team members appropriately Design and deploy relevant solutions and schemes to drive sales and enhance profitability, ensuring focus on: Sales expansion (product mix, channel expansion, etc.) Cost & Risk optimization Product & channel optimization, budget adherence, team productivity Track cases in the complaint tracker/ escalations received, liaising with relevant stakeholders as required to drive satisfactory closure Drive customer-centricity through the team using NPS (Net Promoter Score) as a barometer for the same, identifying focus areas and devising actions plans for improvements on the same Manage key client, distributor and developer relationships across the zone Oversee and manage customer retention over the lifecycle of their experience with ABHFL Analyze and review periodic zonal MIS reports for disbursements, profitability, NPAs, market expansion, etc. and communicate to Head-Affordable - ABHFL as well as down the line
Operational Effectiveness	Manage distribution effectively across developers, DSAs, Arrangers, IPCs, Connectors and through direct teams, corporate channels Refine and drive adoption of efficient business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections) and branch operations Drive process efficiencies and faster TATs through strong relationships with stakeholders across processes and functions (Risk, Operations, Sales Governance) and efficient operations Drive a high-performance culture by reinforcing focus on business and sales growth objectives, effective client engagement, monitoring sales operations and productivity metrics, and providing support and guidance as required Drive the implementation of improved processes and best practices in order to enhance operational effectiveness, productivity and overall business impact
Cross-Selling across ABC products	Drive activities and initiatives in the team as per Cross-Selling strategy agreed with Head-Affordable - ABHFL (e.g. driving cross-sell with banc-assurance channels and for other ABC products) Drive alignment to the adopted Cross-Selling strategy by supporting Region Heads and teams down the line with requisite communications, training, guidance, etc. as required
Team and Internal Stakeholder Management	Guide and develop team members to facilitate effective client engagement, cascade of strategy and plans, and more efficient business operations, helping achieve superior performance Nominate teams for relevant technical and behavioral trainings/ seminars and work on self-development initiatives Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination and alignment towards achievement of business objectives Steer regular cross functional discussions for overall better functioning of operations, exception handling, addressing disagreements and aligning teams to common goals Manage the team with a special focus on top talent attraction, career management and retention
Portfolio & Risk Management	Work with the Risk, Operations and Sales Governance teams counterparts to ensure mutual alignment on and adherence to risk management (credit and operational) and control mechanisms Support risk and review process through thorough appraisals as part of the credit approval process and by reviewing the loan sanctioning, disbursement process and documentation to ensure controlled operations Review financial risk via analysis of operations MIS and Data Analytics reports Drive compliant Sales Operations and sound risk management via partnership with Risk, Operations and Sales Governance teams, and proactive communication and guidance As part of Relationship Maintenance with institutional customers, review reports on client accounts, business performance, etc. and liaise with Risk while guiding team on delinquency cases Drive sales operations enhancing customer satisfaction while keeping deferrals and repayment defaults under check, ensuring timely PDD closures and collections Train and guide the team for alignment with adopted early alert strategies to reduce NPA risks and losses Ensure systematic MIS on NPAs and credit trends, and proactively identify risks to maintain portfolio quality and liaise with customers, risk team and other internal stakeholders as required

5) Job Purpose of Direct Reports:Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Regional Sales Manager - ABHFL

Responsible for building book size as per assigned targets and industry/ prospects coverage, while ensuring sufficient sourcing funnel, revenue generation, profitability, MIS, portfolio management, as per desired levels to devise effective client origination and relationship building-maintenance tactics as per distinct needs of target constituents to ensure the end to end management of solutions and transactions with superior delivery and credit quality monitoring of new acquisitions

6) Relationships:Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
Relationship Type	Frequency	Nature
Internal
Directors Head-Affordable - ABHFL Head - Risk Head - Operations Region/ State Heads Area Sales Heads/ Sales Managers Sales Governance Business Development Team Builder Segment Team Risk function. Operations function HR function Marketing function IT function	Weekly/ Need Based Weekly/ Need Based Need Based Need Based Daily Fortnightly/ Need based Need Based Need Based Weekly/ Need Based Daily Weekly/ Need based Need Based/ Process Driven Need Based Need Based	Review on business performance, strategic decision making/ approvals, transaction discussions and approvals Business MIS, review on new market development, product performance & progress on objectives, escalations Transaction discussions and escalations management Transaction discussions and escalations management Review of sales operations, planned execution, escalation/ exception cases As above Ensuring sales compliance payout/ incentive design-execution, channel, team on-boarding, etc. Identifying & developing new institutional relationships Identifying, developing, maintaining builder relationships Proposal evaluations, portfolio monitoring, NPA management Client servicing issues, TAT reviews, NPA management Recruitments, Performance Reviews, Training, Talent Management Support on Marketing programs Back-end/ systems support
External
Existing and Prospective customers External Forums & Networking platforms DSAs/ Builders/ Arrangers/ DCM desks/ Bankers	Bi-weekly/ Need Based Ongoing Ongoing	CRM for relationship management and understanding needs for customized solutions Develop relationships in the market, scan current trends/ dynamics & build awareness on new business Relationship management at senior levels, handling key deals/ arrangements/ escalation management

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