Regional Sales Manager - Unsecured Direct - Bangalore

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

22^nd March 2021

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.  

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)

Regional Sales Strategy

1. 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 
2. o    Ensure cascade of zonal strategy and operational plans down the line for effective execution and alignment
3. 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

1. Identify business growth opportunities at a zonal level, drive channel expansion and new account acquisition strategies to achieve business objectives
2. Envisage business growth & cascade targets to implement sales strategies
3. Augment the business volumes of Unsecured lending, manage ABG ecosystem, channel databases and tap them through existing relationships
4. Drive relationships with key clients, faster TAT and cross selling initiatives in order to increase the client base of the zone
5. Drive dual focus on sales volume and value (higher yield and margins) through the team
6. o    Devise and deploy schemes at strategically timed intervals to bolster sales volumes/ value in sync with market developments and dynamics
7. 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

1. 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
2. Monitor and report on sales operations and productivity metrics to drive a high-performance sales culture
3. o    Monitor SLAs, sales efficiencies and RoI of channels
4. 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 

1. 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
2. o    Effectively deploy schemes and prioritize sales of high revenue products and structures
3. o    Conduct engagement programs and sales trainings to develop teams and channel partners

Risk Management

1. Support the risk and review process by reviewing the loan sanctioning and 
2. Disbursement process and documentation to ensure controlled operations
3. Drive compliant Sales Operations and sound risk management via partnership with Risk team
4. Liaise with the customers and the Risk team as required to provide regular information required for monitoring the creditworthiness of the proposals
5. Manage portfolio activities augmenting and driving alignment with early alert strategies to reduce losses
6. 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

1. Guide and develop ASMs and SMs to facilitate better channel management, customer acquisition and support, and help them to achieve superior performance standards
2. Nominate teams for product, behavioral and negotiation trainings and work for self-development initiatives
3. Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination 

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

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

Job Holder

Reports to – Manager 

Name

Multiple

Horil Khanna

Date of Entry / Approval