Regional Sales Manager

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 Multiple Reports to Poornata Position Number 00143874 Poornata Position Title of the job 30 characters max RSM - PL STUL Mum Reports to Poornata Position Title NSM- Personal 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 Regional Sales Manager - PL STUL Designation of the Manager National Sales Head - PL STUL Date of writing updation of JD 22nd March 2021 1 Job Purpose Write the purpose for which the job exists in 2-3 lines Max 1325 Characters This job is responsible to define and deliver a strategy for the Small Ticket Unsecured Loans and Personal Loan segment at a Regional level in terms of target segments strengthening existing relationships and setting up new channels for market penetration and set business objectives for the pan India organization 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 Personal Loans - Dimensions Dimensions FY 18 FY 19 FY 20 FY 21 Proj FY 22 Proj FY 23 Proj FY 24 Proj Revenue 57 120 164 281 430 637 866 Gross Disbursals 473 758 1 227 1 009 1 934 2 224 2 491 AUM Book Size 484 979 1 559 2 038 3 038 4 261 5 632 Geographical expansion 10 15 28 79 150 175 200 Portfolio yield 12 48 12 88 13 25 14 51 14 89 15 73 16 18 Fee Income -1 10 -1 12 1 66 0 30 1 05 1 30 1 50 Credit cost 1 70 1 72 2 22 3 36 3 40 3 35 3 40 ROA 0 30 0 35 0 59 -0 30 2 00 2 50 3 00 STUL- Dimensions Dimensions FY 18 FY 19 FY 20 FY 21 Proj FY 22 Proj FY 23 Proj FY 24 Proj Revenue 25 105 206 313 427 Gross Disbursals NA NA 167 303 785 903 1011 AUM Book Size NA NA 223 478 924 1375 1871 Geographical expansion NA NA 38 79 150 175 200 Portfolio yield NA NA 18 40 21 92 22 31 22 76 22 81 Fee Income NA NA 4 21 0 09 3 10 4 00 4 25 Credit cost NA NA 2 89 2 86 2 90 2 85 2 80 ROA NA NA -0 26 2 09 2 40 2 50 2 65 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 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 entails stringent controls and monitoring to ensure portfolio health and quality at all times 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 the zonal business in line with the adopted strategy of phased organizational growth i e starting with limited team strength depth and growing with expanding business operations and performance To ensure credit quality and effective portfolio selection pre-screening thereby minimizing potential NPAs To originate and increase market share in new locations specially with the expansion pan India within the zone against stiff competition overcoming competitive pressures with sharp focus on efficiency and stakeholder satisfaction To drive dual focus on growing volume and ensuring sourcing quality given unsecured nature of the business as well as the customer profile individuals small businesses 4 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 Regional Sales Strategy Work with NSM on designing zonal strategy considering regional factors competitive forces and consumer preferences in a manner that supports achievement of national business goals o Ensure cascade of zonal strategy and operational plans down the line for effective execution and alignment o Scan the market and its competitive offerings on a periodic basis report on and direct basis emerging trends and business opportunities for the unsecured segment Business Growth Profitability Management Identify business growth opportunities at a zonal level drive channel expansion and new account acquisition strategies to achieve business objectives Envisage business growth cascade targets to implement sales strategies Augment the business volumes of Unsecured lending manage ABG ecosystem channel databases and tap them through existing relationships Drive relationships with key clients faster TAT and cross selling initiatives in order to increase the client base of the zone Drive dual focus on sales volume and value higher yield and margins through the team o Devise and deploy schemes at strategically timed intervals to bolster sales volumes value in sync with market developments and dynamics o Analyze and review periodic MIS reports for disbursements profits NPAs channel expansion new product launches new branches new channel development etc communicate to NSM as well as down the line and drive appropriate actions through the team Operational Effectiveness Drive process efficiencies and faster TATs through strong relationships with stakeholders across processes and functions in order to support channel presence and customer base expansion Monitor and report on sales operations and productivity metrics to drive a high-performance sales culture o Monitor SLAs sales efficiencies and RoI of channels o Encourage the implementation of improved processes and best practices in order to enhance operational productivity and drive channel strength and customer satisfaction Distribution Market Expansion Engage with various corporate ABG ecosystem and channel network stakeholders and develop drive a touch point management system for faster customer connectivity and loan processing-disbursement o Effectively deploy schemes and prioritize sales of high revenue products and structures o Conduct engagement programs and sales trainings to develop teams and channel partners Risk Management Support the risk and review process by reviewing the loan sanctioning and Disbursement process and documentation to ensure controlled operations Drive compliant Sales Operations and sound risk management via partnership with Risk team Liaise with the customers and the Risk team as required to provide regular information required for monitoring the creditworthiness of the proposals Manage portfolio activities augmenting and driving alignment with early alert strategies to reduce losses Proactively identify risks to maintain portfolio quality and liaise with channel partners customers and the risk team in escalation cases supporting coordination with systematic MIS on NPAs and credit trends Team and Internal Stakeholder Management Guide and develop ASMs and SMs to facilitate better channel management customer acquisition and support and help them to achieve superior performance standards Nominate teams for product behavioral and negotiation trainings and work for self-development initiatives Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination 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 Area 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 National sales Head and operationalize end to end Unsecured lending transactions with superior product delivery while ensuring credit quality 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 NSM BH - Unsecured ASMs 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 Reviewing driving channel expansion sales strategies client escalation cases Recruitments Performance Reviews Training Back-end systems support Proposal evaluations portfolio monitoring Client servicing issues TAT reviews External Existing and Prospective customers Channel partners Zonal DSAs Representatives Weekly Need Based Fortnightly Need based 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 Horil Khanna Date of Entry Approval