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

Poornata Position Title of the job (30 characters max)
RSM – PL CESB

Reports to: Poornata Position Title
NSM- Personal Loans - Mumbai

Function
Sales & Marketing

Reports to: Function
Sales & Marketing

Department
CESB

Reports to: Department
CESB

Designation of the Employee
Regional Sales Manager – PL

Designation of the Manager
National Sales Head – PL

Date of writing/updation of JD
13 th October 2023

• 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 Personal Loan segment at a Regional level in terms of defined target segments of corporate employees , strengthening existing relationships and setting up new channels for market penetration, and set business objectives for the pan India organization.

• 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

Gross Disbursals

AUM / Book Size

Geographical expansion

Portfolio yield%

Fee Income %

Credit cost %

ROA %

STUL– Dimensions
Dimensions
FY 18
FY 19
FY 20
FY 21 (Proj)
FY 22 (Proj)
FY 23(Proj)
FY 24(Proj)
Revenue

Gross Disbursals

AUM / Book Size

Geographical expansion

Portfolio yield%

Fee Income %

Credit cost %

ROA %

• 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 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)
• 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 regional level, and new corporate 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 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 KAM and CRE 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
• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Key Accounts Managers – Personal Loan
:
Responsible for building the book size for own area of coverage and developing the Personal Loan segment in Corporate space with a robust, balanced portfolio in line with assigned targets; to devise & execute operational tactics for effective corporate engagement, market share enhancement and achievement of business objectives; to work closely with Regional Sales Manager and operationalize end to end Personal Loan 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
NSM/ BH - CESB

KAM

HR dept

IT dept

Risk dept

Operations dept

Weekly

Daily

'

Need Based/ Process Driven

Need Based

Monthly

Daily

Business MIS, review on new market development & progress on objectives

Reviewing & driving corporate acquisition sales strategies, client escalation cases and operational challenges

Recruitments, Performance Reviews, Training

Back-end/ systems support

Proposal evaluations, portfolio monitoring

Client servicing issues, TAT reviews

External
Existing and Prospective corporates and corporate employees

Weekly/ Need Based

understanding the need of new products/ positioning changes, Product and business development initiatives and feedbacks .

• 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

Dipeshkumar Gajera

Date of Entry / Approval