Area Sales Head - SME SEG - Thane

Aditya Birla Group

Thane, India

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Job Description

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

Business

Financial Services

Unit

Aditya Birla Capital Limited

Location

Poornata Position Number of the job

Reports to: Poornata Position Number

Poornata Position Title of the job (30 characters max)

Area Sales Head -Small Enterprise Group( SEG)

Reports to: Poornata Position Title

Regional Sales Head - SEG

Function

Sales

Reports to: Function

Sales

Department

SME -Small Enterprise Group( SEG)

Reports to: Department

SME

Designation of the Employee

Area Sales Head -Small Enterprise Group( SEG)

Designation of the Manager

Regional Sales Head - SEG

Date of writing/updation of JD

15^th November'23

1) Job Purpose:Write the purpose for which the job exists (in 2-3 lines)(Max 1325 Characters)

Area Sales Head is responsible to lead the SEG business for ABFL in the assigned Area to ensure achievement of portfolio & bottom line growth targets of the business vertical while minimizing NPAs and achieving targeted return on equity. He/she has to develop and manage the regional team to ensure they are motivated, perform to meet the targets and develop their skills.

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.

		SEG
Parameters	Measurement Unit	Last Year	Current Year (LE)	Next Year (Proj)
FY 22-23	FY 23-24	FY 24-25
Closing Book	Amt In Cr	1906	3300	5500
No. of Customers (Lan)	Count	1786	2750	4500
Disbursement	Amt In Cr	1220	2100	3000
No of Locations/Branches	Count	75	100	125
Revenue-(NII + Fee Income )	Amt In Cr	86.27	126.30	142.65
PBT	Amt In Cr	15.6	54.7	80.1
PAT	Amt In Cr	12	41	60
CIR	%	60.15%	47.00%	35.00%
ROA	%	0.80%	1.77%	1.90%
ROE	%	5.34%	15.14%	15.00%
Insurance -Xsell	Net Amt In Cr	8.0	14.0	20.0
Quality/GNPA	%	2.50%	2.10%	1.90%
Sales + Collection + Support ( Head Count)	Count	130	150	225
Connector's & Vendor	Count	250	400	750

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((Max 3975 Characters)

Aditya Birla Finance Limited (ABFL), a lending subsidiary of Aditya Birla Capital Limited is among the leading well-diversified non-banking financial services company in India. ABFL offers customized solutions in areas of personal finance, SME finance, SME finance, corporate finance, wealth management, debt capital markets and loan syndication. ABFL is registered with RBI as a systemically important non-deposit accepting non-banking finance company (NBFC) and is amongst the top five largest private diversified NBFCs in India based on AUM.

For the FY ended 31st March 2023, ABFL has a book size of Rs. 66,923 Crores, net PAT of Rs 1287 Crores and net worth of 7,784 crores. The Net Interest Margin expanded by 53 bps y-o-y to 7.35% and ROA at 2.47%. ABFL's long-term credit rating of AAA (Stable) has been reaffirmed by ICRA in February 2023. ABFL also has a long-term credit rating of AAA (Stable) by India Ratings, Perpetual debt credit rating of AA+ (Stable) by ICRA and AA+ (Stable) by India Ratings (Stable) and short-term credit rating of A1+ by ICRA & India Ratings.

SME caters to the varied needs of a diverse set of customers across retail, HNI, ultra HNI, Micro,Small & Medium enterprises . It encompasses a wide variety of financing solutions for clients, ranging Loan against property, to more complex Lease Rental discounting, Commercial Purchase and Construction Finance lending. Financing solutions are provided to Self-Employed [professionals/ non-professionals] against a wide array of lending programs, each of which aims to estimate the client's repayment capability accurately before the company to take an exposure. The lending program requires assessing clients on various dimensions, including income, repayment behavior, stability of income/ residence, profile, collateral [valuation, marketability], ownership structure of business and the property and many others.

Loan approvals entail a good mix of profile checks, balance sheet lending and collateral assessment. An in-depth understanding of the customer's business model, Cash flows, customers & suppliers, success factors and dependencies needs to be taken into account given these are long term exposures [ranging upto 15 years]. The financials are assessed to understand the repayment capability in the near and long term. Collateral assessment is another complex part of the underwriting process involving checking the structural stability, marketability, valuation, regulatory / local body compliance and legal veracity - all to ensure the property can be liquidated to repay the loan if required in case of customer default. Lending is often structured to meet the client needs by deriving comfort through the hard collateral [can be a ready or under-construction property / project] and cash flows [in form of rentals, or project cash-flows - both against sold/ unsold receivables].

For the FY ended 31st March 2023, SMEis significant contributor to ABFL's Portfolio (35% of ABFL Book Size) with a closing book of 23,133 crs

SME has been delivering all-time high PBT of almost 563.3 crsand has posted 3.04% of ROA for FY23

SME has moved into segmented strategy model with further focus on client types considering their different complexities and expectations

In SEG Business, focusing on Customized solutions offering to SME customers through industry cluster programs .Adaptable tenure to suit customer requirements with minimum documentations and customized based sourcing and distribution model of sourcing is envisaged for this business.

FY ended 31st March 2023, SEG hascontributed 8% to SME Portfolio with a closing book of 1,906 cr's

SEG had also delivering PBT of 15.6 crsand has posted close to 1% of ROA for FY23

Being one of the most preferred asset classes in the lending business today, this business continues to present challenge of competing with all FI's / Banks in a highly price sensitive target segment.

Key Challenges:

Retail - SEG as a business faces a lot of competition from Banks, other NBFCs and Fintechs which has been intense, dynamic and ever changing considering the entry of new players in the market.

Managing factors like technological advancements, changing regulations, and evolving consumer behavior
Strongly imbibe the ethical way of business & drive Aditya Birla Group's Vision & values to each and every one in the team.
Develop robust processes across Credit, operations, Collections & legal.
Manage profit & loss, manage portfolio, customer, customer portfolio, customer life-cycle to maintain a clean Book growth and hygiene.
Spearhead & launch many campaigns to drive the business in respect to Distribution, support functions & keep the spirit & morale high for the team while imbibing the ethical way of business & drive Aditya Birla Group's Vision & values to each and every one in the team.
Manage and Monitor employee productivity and foster employee development
To ensure manpower is in place to execute the desired business plan.
Setting up robust, comprehensive and scalable Governance frameworks for identifying and managing risk

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)-Maximum 10 KRAs can be updated

Key Result Areas (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

Channel Management- Effectively grow and leverage different types the channel network in Area to ensure meeting of topline & bottom line targets

Channel types

1. Direct Sales Agents

2. Mediators(CAs)

3. Internal sources that provide qualified leads like marketing department

. Guide Relationship Managers in creating the database of potential channel partners in Area

. Evaluate potential channel partners in Area

. Meet & negotiate terms of engagement with potential in line with business potential

. Onboard the channel partners

. Engage constantly with & activate key area level channel partners while ensuring targeted ROEs for the channel partners

Customer Acquisition/Sourcing- Ensure customers are acquired by selling SEG loans towards meeting topline targets

. Set weekly targets with Relationship Managers

. Conduct weekly review and daily activity tracking of Relationship Managers

. Meet key customers along with channel partners & Relationship managers

. Ensure smooth coordination of team with internal stakeholders to process the applications

. Negotiate commercial terms

. Ensure appropriate Funnel management in the Area to ensure adequate conversion from login and disbursement

. Expedite loan approval decisions by providing risk mitigation solutions

Ensure fulfilment by team of qualified leads provided by mediators, internal sources

. Ensure team is giving the right picture to customers & no overcommitment is being made

. Reiterate repeatedly to Relationship managers the business/product USP

Disbursal Customer Service- Drive timely disbursement of loans to customers with proper documentation and meeting of customer service standards to ensure satisfied customers across Area

. Ensure alignment of cases put up by the channel partners on a daily basis with the internal policies /guidelines

. Ensure smooth coordination of team with vendors for timely submission of relevant customer documents

. Ensure smooth coordination of team with internal teams and response to their queries to ensure timely & accurate disbursal

. Ensure completion of customer transaction by team with appropriate documentation

. Monitor hygiene post disbursal and provide solutions to any issues like statutory issue

Market Intelligence-Gather market intelligence towards evolving competitive business strategy, policies & processes

. Gather market intelligence personally and push team to do the same

. Carry out competition benchmarking

. Share with Regional Head the above along with recommendations for improvements in process, pricing, policy etc

Portfolio quality, Profitability -Maintain quality of portfolio to minimize NPAs Implement measures to ensure profitability of Area

. Review overdue account on a daily basis in the Area

. Ensure interventions by team to ensure collection for initial overdue accounts on timely basis

. Ensure collaboration by team with Collection teams for remaining overdue cases & ensure collection on a timely basis Ensure profitability in Area by right pricing, processing fees

. Implement all cost management initiatives on a timely & accurate basis

Organisation Process Efficiency-Drive process improvements to ensure process efficiencies in the Area

. Ensure the team has a clear understanding of the company policy in the market

. Ensure process adherence by team for pre & post sourcing processes

. Collate Area level Sales MIS & circulate

. Participate in internal & external audits, sales governance audits and post audits close all open items for the Area and implement actions/process improvements

. Mentor the team to display the right sales behaviors and follow right sales practices in the market

People Management - Develop a productive team by recruiting, training, motivating and retaining team members

. Recruit on a timely basis

. Implement training plans & ensure personal growth of team members

Complete regular performance reviews and feedback

. Motivate and ensure retention of team

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)

Relationship Manager is responsible to Source/Sell SEG loans for ABFL to ensure achievement of one's portfolio & bottom line growth targets while minimizing NPAs and achieving targeted return on equity. He/she has to be on the field & effectively & regularly interact/meet with existing & potential customers to gather market intelligence, convert leads, negotiate terms of loan, collect overdues etc

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 (Max 80 Characters)	Frequency	Nature (Max 1325 Characters)
Internal
Regional Sales Head Team ABG companies Support functions like HR, Fin, Risk, Collections Legal	Daily Daily Need basis Need basis	Update, Review discussions Lead, Guide, Monitor For cross selling To avail a service Coordinate
External
Dealers & vendors of ABG Channel partners Customer	Weekly Daily Daily	Cross selling, lead generation Sourcing business, Review Selling, Negotiation, Relationship building