Regional Sales Manager

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD
Business
Aditya Birla Finance Ltd.
Unit
Aditya Birla Finance Ltd.
Location
Across South

Poornata Position Number of the job
Reports to: Poornata Position Number
Poornata Position Title of the job (30 characters max)
Regional Sales Manager
Reports to: Poornata Position Title
National/Zonal Sales Manager

Function
Retail Lending

Reports to: Function
Retail Lending

Department
Small Ticket Unsecured Loan

Reports to: Department
Small Ticket Unsecured Loan

Designation of the Employee
Regional Sales Manager

Designation of the Manager
National/Zonal Sales Manager

Date of writing/updation of JD
7th Aug'20

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

The Purpose Of This Job Is

• To set business objectives for the Region in line with the Unsecured Business unit objectives of book size, profitability, portfolio management, etc. in consultation with the Business Head
• To co-design and deliver a Regional strategy for the Unsecured Business segment in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and set business objectives and operational plans for the Regional organization.
• To act as a point of escalation for specific cases, fraud alerts, customer complaints or exception handling and support the removal of bottlenecks for the achievement of business targets for Unsecured Business segment at a Regional level
• To grow business penetration in the Region by directing and building the capability of ASMs and SMs, and ensure cascade of plans and strategies down the line
• To ensure the end to end management of Unsecured business transactions in the Region with superior product delivery, and to monitor the credit quality of new acquisitions with compliant sales operations & partnership with Risk team

To develop and manage the Regional team to ensure motivation and focus towards achieving business results

• 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

(Max 254 Characters)

Investing & Financing
Unit Workforce Number

(Max 254 Characters)

Business Development of lending products
Function Workforce Number

(Max 254 Characters)

Expected to sell the retail products like PL/BL/STLS/STUL/THE
Department Workforce Number

(Max 254 Characters)

Sales of Retail loans – PL/BL/STSL/STUL/THE
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

Managing a team of Sales force of PL/BL/STSL/STUL/THE

• 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) offers specialized lending and financing solutions in the areas of Capital Markets, Corporate/ Trade Finance, Commercial Real Estate and Mortgages. Currently ranked within the top 25 NBFCs of India, ABFL has made significant progress and the Company's balance sheet at INR 15,000 Cr plus exceeds that of several mid-sized Banks and NBFCs.
• The company has a well-defined vision of being one of the most reputed and material financiers within the lending space – spread across Retail HNI and corporate clientele. It has made significant investments in process and system infrastructure towards preparing for the next level of growth and are one of the only financial entities certified for ISO 9001:2008 across all business processes. Spread across 18 cities, it plans on further diversifying its risk and revenue mix through expansion into new geographies and new product segments allowing customers a one-window shop for all their financing needs.
• Having focused traditionally on secured lending verticals and built a strong balance sheet on the same, ABFL has ventured into Unsecured Business segment in order to effectively capitalize on its financial base with carefully managed exposures in this higher yield and profit segment.

Job Context
Key Aspects

• The Unsecured Business segment products line caters to funding short term and medium term working capital needs of Small Businesses and individuals, via a suite of customized short and long tenured products, without any security/ collateral.
• Offerings comprise unsecured loans to salaried individuals/ self-employed individuals/ non-individual entities, with end use of funds (Medical emergency, Marriage, working capital requirement, business expansion etc.) to be ascertained during the loan appraisal process
• The business is highly retail in nature, characterized by high transaction volumes, smaller ticket sizes, and significantly higher spread and profit margins (up to four times that of Secured Lending products)
• Given the unsecured nature of loans disbursed, the business also entails stringent controls and monitoring to ensure portfolio health and quality at all times
• While unit of sizing up the business is its loan book size, profitability and minimized delinquency are key business objectives.
• Lending in the Unsecured segment takes 2 forms – Personal Loans and Business Loans, both of which leverage the ABG ecosystem and channel partners for the major share of business.
• Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to customers
• Understanding of product market characteristics such as channel relationship management, region specific occupations/trade, local financial preferences and practices are important to gain competitive advantage while structuring loans and identifying leads.
• The Regional Sales Manager – Unsecured Business is responsible for directing the affairs of the business in his/her Region to maximize profit, growth & customer service objectives via a series of planned business development and channel expansion initiatives.

Key Challenges

• To ensure a Regional 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 Regional 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 build and grow the business while remaining cognizant of competitive realities in the following areas:
• Market linked product
• Market average IRR & processing fee levels
• Market average DSA payouts
• To originate and increase market share in Tier-I and II locations within the Region, 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)
• 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 loan conversion/ sanction/ utilization percentages are high and an appropriate sourcing funnel is built to meet targets
• To ensure credit quality and effective portfolio selection/pre screening thereby minimizing potential NPAs
• To ensure compliant sales operations despite sales pressures and market cycles

Enabling Skill Sets & Qualifications

• Critical skill sets required to meet these challenges include business acumen, strong team management and communication, strategy execution skills, deep product-market understanding, channel partner & vendor management, and operations integration & controlling skills.

Education & experience required to fulfill this profile are a postgraduate with minimum yrs of total sales experience of which at least recent 6-8 yrs experience should be in unsecured lending and at least managing multiple Regional sales operations for last 3 to 5 yrs.

• 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 (
Max 1325 Characters)
Supporting Actions ( Max 1325 Characters)

Regional Sales Strategy

• Work with NSM on designing Regional strategy considering regional factors, competitive forces and consumer preferences in a manner that supports achievement of national business goals
• Ensure cascade of Regional strategy and operational plans down the line for effective execution and alignment
• 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 Regional 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 Region
• Drive dual focus on sales volume and value (higher yield and margins) through the team
• Devise and deploy schemes at strategically timed intervals to bolster sales volumes/ value in sync with market developments and dynamics
• 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
• 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 Regional Head and operationalize end to end Unsecured lending transactions with superior product delivery while ensuring credit quality of new acquisitions

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 Regional 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 ( Max 80 Characters)
Frequency
Nature ( Max 1325 Characters)
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 (Regional DSAs/ Representatives)

Weekly/ Need Based

Fortnightly/ Need based

CRM & understanding the need of new products/ positioning changes

Product and business development initiatives

• 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

Signature (needed for the hard copy)