Branch Manager - Emerging Markets - Belgaum

Business

Financial Services

Unit

Aditya Birla Finance Ltd

Location

Bhagalpur & Begusarai

Poornata Position Number of the job 

Reports to: Poornata Position Number

00180076

Poornata Position Title of the job (30 characters max)

Branch Manager

Reports to: Poornata Position Title

Territory Head

Function

Sales-SLS

Reports to: Function 

Sales

Department

STSL – D2C

Reports to: Department 

STSL – D2C

Designation of the Employee 

Branch Manager

Designation of the Manager  

Territory Head

Date of writing/updation of JD

22^nd Jan 2022

The purpose of this job is to plan area (city/ branch) sales and business growth with the Territory Head (Sales) and achieve set targets through the team while complying with sales processes and guidelines at all times. It takes joint approval decisions with Risk counterpart as per approval matrix, and works with Risk, Operations and Sales Governance teams to ensure portfolio health. It works to support business profitability by addressing underperformance, adopting process improvements, capitalizing on channel optimization opportunities, etc. It intervenes as required in specific cases/ exceptions and helps address bottlenecks for the achievement of sales targets, hand-holding team members on complex cases. It also drives cross-selling across ABFL and ABFSG products/ solutions as per regional plans and unique client requirements.

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.  

Business Workforce Number
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Unit Workforce Number
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Function Workforce Number  
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Department Workforce Number  
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Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter 

Organizational Context

Key Aspects:

1. As the debt arm of Aditya Birla Capital (ABC), 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.
2. 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.
3. Having focused traditionally on secured lending verticals and built a strong balance sheet on the same, ABFL has ventured into Secured Micro Loan 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:

1. The Secured Micro Loan Business segment product 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, with collateral.
2. Offerings comprise Secured Micro Loan to self-employed individuals/ non-individual entities, with end use of funds (Working capital requirement, business expansion etc.) to be ascertained during the loan appraisal process.
3. 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)
4. Given the Secured Micro Loan nature of loans disbursed, the business also entails stringent controls and monitoring to ensure portfolio health and quality at all times
5. While unit of sizing up the business is its loan book size, profitability and minimized delinquency are key business objectives.
6. Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to customers
7. Understanding of product market characteristics such as connector relationship management, region specific occupations/trade, local financial preferences and practices are important to gain competitive advantage while structuring loans and identifying leads.
8. The AH (Sales) – ABFL is responsible for achieving sales targets as agreed with the Territory Head (Sales) – ABFL, in terms of targeted book size, profitability, growth & customer service objectives.

Key Challenges

1. To deliver on operational plan in the assigned coverage area in a differentiated manner considering local factors, channel dynamics and consumer preferences, that can withstand competitive pressures on the ground
2. To grow the business while remaining cognizant of competitive realities in the following areas:
3. Market linked product
4. Market average IRR & processing fee levels
5. To originate and increase market share in assigned coverage area against stiff competition, overcoming competitive pressures borne out of better established networks, price undercutting, etc.
6. To establish a strong local network and leverage the same to generate business leads, and also identify opportunities for cross sell with existing customers
7. To constantly upgrade financial & operational know how of self and team members on efficient loan processing, effective negotiation and relationship building for maintaining credibility and profitable target achievement
8. To keep abreast with the latest market trends and local market preferences and needs
9. To ensure loan conversion/ sanction/ utilization percentages are high and a broad enough sourcing funnel is built to meet targets 
10. 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

1. Critical skill sets required to meet these challenges include business and commercial acumen, team management and communication, execution skills, product-market understanding, and operations integration & controlling skills.

Education & experience required to fulfil this profile are a graduate with minimum 6 - 8 yrs of total sales experience in the Banking/ NBFC space, of which at least recent 3 - 4 yrs experience should be in Micro/affordable loan sales.

Branch Sales Planning & Management

1. Work with  Territory Head (Sales) - ABFL on devising the branch sales plan and team approach for achieving targets, considering product-environmental factors, competitive forces and local trends, and cascade the same to the branch team(s)
2. Track industry and market developments, scanning the local market and competitive offerings on a periodic basis
3. Oversee end to end branch operations and performance, covering all aspects such as sourcing, effectiveness, governance, productivity, channel management, etc.
4. Track & report on sales operations and productivity metrics, and work  towards building a high-performance sales culture
5. Manage day-to-day branch operations and administration
6. Provide data for, compile and review periodic MIS reports for disbursements, profitability, NPAs, market expansion, etc. and communicate to Territory Head (Sales) - ABFL as well as to team members

Customer Acquisition/ Engagement

1. Identify local business growth opportunities, drive expansion and new customer  acquisition initiatives to create a book of targeted size
2. Work closely with team members, hand-holding critical/ complex transactions to ensure favorable closure with customer satisfaction
3. Communicate sales targets and provide team members clarity on business goals, role expectations, product characteristics and USPs to enhance effectiveness of sales efforts
4. Track cases in the complaint tracker/ escalations received, liaising with relevant stakeholders as required to drive satisfactory closure
5. Deploy efforts/ initiatives in consultation with Territory Head (Sales) – ABFL, arising from customer satisfaction survey and resulting NPS (Net Promoter Score), targeting identified focus areas
6. Propose and deploy approved solutions and schemes to drive sales and enhance profitability, ensuring dual focus on sales expansion and cost optimization
7. Serve as a point of escalation and manage customer complaints/ grievances effectively, intervening especially for key relationships

Operational Effectiveness

1. To drive adoption of efficient business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections)
2. Manage local distribution across channels, interfacing with senior/ critical partners/ stakeholders as required for smooth operations
3. Drive process efficiencies and faster TATs through interfacing with stakeholders across processes and functions (Risk, Operations, Sales Governance) and efficient operations
4. Drive high performance by reinforcing focus on business and sales growth objectives, effective client engagement, monitoring sales operations and productivity metrics, and providing support and guidance as required
5. Drive the implementation of improved processes and best practices in order to enhance operational effectiveness, productivity and overall business impact

Cross-Selling across ABFSG products

1. Drive activities and initiatives in the team as per Cross-Selling strategy agreed with Territory Head (Sales) - ABFL
2. Drive alignment to the adopted Cross-Selling strategy by supporting team members with requisite communications, training, guidance, etc. as required

Team and Internal Stakeholder Management

1. Guide and develop team members for enhanced customer acquisition and engagement efforts, helping them achieve superior performance standards and hand-holding where required
2. Nominate teams for relevant technical and behavioral trainings/ seminars and work on self development initiatives
3. Proactively liaise with internal stakeholders for smooth cross-functional coordination and alignment towards achievement of business objectives.

Portfolio & Risk Management

1. Work with the Risk, Operations and Sales Governance teams to ensure adherence to risk management and control mechanisms
2. Support risk and review process through the credit approval process and by reviewing the loan sanctioning, disbursement process and documentation to ensure controlled operations
3. Review financial risk via analysis of city/ branch operations MIS and Data Analytics reports
4. Drive compliant Sales Operations and sound risk management via partnership with Risk, Operations and Sales Governance teams, and necessary communication and guidance; drive timely PDD closures and collections
5. As part of Relationship Maintenance with institutional customers, review reports on client accounts, business performance, etc. and liaise with Risk while guiding team on delinquency cases
6. Train and guide the team for alignment with adopted early alert strategies to reduce NPA risks and losses
7. Ensure systematic MIS on NPAs and credit trends, providing inputs on possible risks that could impact portfolio quality

 Relationship Officer/Relationship Manager :

Responsible for building book size as per assigned targets for the branch/ area, through efficient sales operations across the customer lifecycle (Sourcing, Approval, Servicing, Collections), while ensuring sufficient sourcing funnel, revenue generation, profitability, MIS, portfolio management, as per desired levels; to ensure the end to end management of solutions and transactions with adequate credit quality monitoring of new acquisitions.

Internal

Territory Head

Relationship Officer/Relationship Manager

HR dept

IT dept

Risk dept

Operations dept

Weekly / Need Based

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

External Forums & Networking platforms

Weekly/ Need Based

Monthly/ Ongoing

CRM & understanding the need of new products/ positioning changes

Develop relationships in the market, scan current trends/ dynamics & build awareness on new business

Job Holder

Reports to – Manager 

Name

Signature (needed for the hard copy)