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 Finance Ltd.
Location
Mumbai
Poornata Position Number of the job
Reports to: Poornata Position Number
Poornata Position Title of the job (30 characters max)
ASM – PL, STUL
Reports to: Poornata Position Title
NSM- Business Loans- Mumbai
Function
Sales & Marketing
Reports to: Function
Sales & Marketing
Department
Personal Loans & Business Loan
Reports to: Department
Personal Loans & Business Loan
Designation of the Employee
Area Sales Manager – PL, STUL
Designation of the Manager
Regional Sales Manager – PL, STUL
Date of writing/updation of JD
22 nd March 2021
- Job Purpose: Write the purpose for which the job exists (in 2-3 lines) (Max 1325 Characters)
Responsible for building the book size for own area of coverage and developing the Unsecured segment with a robust, balanced portfolio in line with assigned targets; to devise & execute operational tactics for effective DSA engagement, market share enhancement and achievement of business objectives; to work closely with Zonal Head and operationalize end to end Unsecured lending transactions with superior product delivery while ensuring credit quality of new acquisitions.
- 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.
Figures in Rupees Crores
Dimension (FY 21)
BL
PL
STUL
Disbursements
50
40
25
Avg. ROI
19.00%
16.00%
23.50%
Fee Income
2.00%
1.75%
2.75%
Cross Sell
1.00%
1.00%
1.00%
12 MOB Front End Resolutions
95.00%
95.50%
95.00%
- 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)
Organization Context
Aditya Birla Finance Limited (ABFL) is a lending subsidiary of Aditya Birla Capital Limited. ABFL is registered with RBI as a Systematically Important Non-Deposit accepting Non-Banking Finance Company (NBFC). ABFL is one of the top private diversified NBFCs in India. As of 31-Dec'20, ABFL has a pan-India presence with 91 branches and a lending book of Rs. 45,560 Crores.
ABFL offers end-to-end lending solutions to a diverse set of customers - Retail, HNI, MSMEs, and Mid & Large Corporates through secured as well as unsecured loan products. The diverse range of lending products includes Retail Small Ticket Secured and Unsecured Loans, Unsecured Personal Loans, Unsecured Business Loans, Health & Education Loans, Digital B2B2C and B2B2B Small Ticket Loans, Small Business Secured Loans, Loans Against Property (LAP), Lease Rental Discounting (LRD), Construction Finance (to Real Estate Developers), SME Loans, Capital Markets Loans (Loan Against Shares), Supply Chain Finance, Mid and Large Corporate Loans, and Infrastructure Finance loans. ABFL also has a Wealth Management division.
ABFL is rated AAA by India Ratings, ICRA and CARE (reaffirmed in 2020). ABFL secured the ABG Business Excellence Award in 2017 (Silver), and 2015 (Bronze), and multiple other Awards on forums like CII.
Business Context
The strategy is to grow ABFL aggressively in the retail space, through scale-up of existing lines of business while realizing new business development opportunities. There is also an increased focus on using digital ecosystems as a competitive advantage. The business is characterized by high transaction volumes and smaller ticket sizes. Given nature of customers, the business also always entails stringent controls and monitoring to ensure portfolio health and quality . Cost of funding and competitiveness of loan rates are important drivers of profitability in this space.
Key Challenges
- To ensure a zonal strategy that is differentiated and innovative, considering regional factors and consumer preferences, and that can withstand competitive pressures, especially given ABFL's late entry into Unsecured lending.
- To build and grow the business and 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 efficient loan processing, effective negotiation and relationship building for maintaining credibility with DSA network and profitable target achievement.
- To keep abreast with latest market trends through focused market intelligence, as well as regulatory changes for inputs on requisite amendments to policies, processes, etc.; To ensure compliant sales operations despite sales pressures and market cycles.
- Key Result Areas: Write the 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
Supporting Actions
Sales Growth & Client Acquisition
- Identify and execute sales growth opportunities at a local/ area level, driving channel expansion and new account acquisition
- Segment the market and identify potential direct clients, approach them and generate business through customized loan structure offerings that meet client requirements and generate good margins for business
- Deliver on sales targets by building strong relationships in the DSA network and influencing DSA outcomes
- Augment the sales volumes of Unsecured lending, manage channel databases and tap them tactically to ensure healthy sales pipeline
- Drive faster TATs through effective loan sanctioning by building strong relationships with internal stakeholders in order to expand channel presence and customer base
- Track & report on sales operations and productivity metrics, and work towards building a high-performance sales culture
- Actively participate in initiatives and contests driven by Business Development teams
Operational Effectiveness
- Work with dual focus on sales volume and value (IRR) through the team
- Track & ensure SLA adherence, sales efficiencies and RoI
- Adopt prescribed improvements in processes and best practices in order to enhance operational productivity and suggest improvements as well
- Analyze and communicate operational information periodically as per agreed timelines and MIS formats for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc. and communicate to ZSM as well as down the line
Distribution & Market Expansion
- Develop and strengthen distribution network through liaising and networking efforts, considering product positioning and competitive pressures
- Scan the market and its competitive offerings on a periodic basis; report on emerging trends and business opportunities for the unsecured segment
- Engage with DSA channel network and execute the agreed touch point management system for faster customer connectivity and loan processing-disbursement; escalate issues appropriately for timely resolution
Customer Servicing & Relationship Management
- Coordinate with risk and operations teams to execute robust, customer friendly loan approval and booking processes
- Recommend improvements to operating procedures and technological tools to enhance customer experience through reduced processing TATs while simultaneously ensuring complaint operations
- Ensure customer queries/ complaints are addressed in a timely and effective manner and coordinate personally to expedite the same
- Leverage close direct customer relationships to carry out post sanction surveillance and generate early warning signals on NPAs
Risk Management
- Execute compliant Sales Operations and work in line with risk management principles via coordination with Risk team
- Ensure closure of deal documentation and credit administration requirements, including opening of escrow accounts for receivables lending in line with regulatory and financial controls requirements
- Support risk management by maintaining focus on prescribed guidelines and process checks at all stages of the unsecured loan transaction and raising potential alarm cases in advance
- Proactively identify and report risks in order to ensure portfolio quality is maintained
- Liaise with the channel partners, customers and the risk team on specific escalation cases
Internal Stakeholder Management
- Partner with peer ASMs/ SMs and reporting SMs (if any) to overcome challenges and support sales growth via effective channel management, customer acquisition
- Proactively build and maintain relationships with key internal stakeholders (E.g. Operations, Risk Management) for smooth and efficient transactions and issue resolution
- Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
Sales Managers – Unsecured Business: Responsible for building the book size for own area of coverage and developing the Unsecured segment with a robust, balanced portfolio in line with assigned targets; to devise & execute operational tactics for effective DSA engagement, market share enhancement and achievement of business objectives; to work closely with Area Sales Manager and Zonal Head, and operationalize end to end Unsecured lending transactions with superior product delivery while ensuring credit quality of new acquisitions.
- 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
RSM - Unsecured
Reporting SMs – Unsecured
HR dept
IT dept
Risk dept
Operations dept
Weekly
Daily
Need Based/ Process Driven
Need Based
Daily
Daily
Business MIS, review on new market development, progress on objectives, client escalations
Reviewing & driving channel expansion, sales strategies, client escalation cases
Performance Reviews, Training
Back-end/ systems support
Proposal evaluations, portfolio monitoring
Client servicing issues, TAT reviews
External
Existing and Prospective customers
Channel partners (DSAs)
Daily/ Need Based
Daily
CRM & understanding the need of new products/ positioning changes
Product and business development initiatives
7) Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.
SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.
Job Holder
Reports to – Manager
Name
Multiple
Regional sales Manager – PL, STUL
Date of Entry / Approval
