Job Title

RSM – Personal Loans

Function

Retail Lending

Department

Retail Lending

Reporting To 

(Title)

Zonal Head -  Personal Loans

Superior’s Superior 

(Title)

National Head – Personal Loans

Unit

Aditya Birla Finance Limited

Location

Mumbai

Personal

Financial Services

Date

2018

Code:

1)  Job Purpose

The purpose of this job is:

1. To execute the Personal objectives for the region in line with the Zonal Personal Loans segment objectives of book size, profitability, portfolio management, etc. in consultation with the Zonal Head – Personal Loans
2. To deliver on the regional strategy in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and set Personal objectives and operational plans for the regional organization.
3. 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 Personal targets for PL segment at a regional level
4. To grow Personal penetration in the region by directing and building the capability of ASMs and SMs, and ensure cascade of plans and strategies down the line
5. To ensure the end to end management of PL 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
6. To develop and manage the regional team to ensure motivation and focus towards achieving Personal results

2) Dimensions 

What are the areas (in quantitative terms) the job has an impact on?

Function

Dept.

Section

Remarks

(As applicable)

1.

Manpower (Nos.)

A

Management 

5-6

ASMs

B

Staff

C

Worker

D

Contract

Total

2.

Other Relevant Parameters

(Capacity/ Volumes/ Budget)

A

Book Size

INR 1620 Cr

B

Number of 

Customer 

Acquisitions

7364

C

Sales Process

TATs

100%

D

NPA %

0%

E

Profitability

Organizational Context

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, Mortgages, Unsecured Lending, Digital Lending & Wealth management. Currently ranked within the top 5 NBFCs of India, we have made significant progress and our balance sheet would be at INR 60,000 Cr plus by 2020 and would exceed that of several mid-sized Banks and NBFCs.

A well-established brand and top 3 player in the Capital Markets space, today our product suite comprises of a well-diversified look, with equal weightage and focus given to the 6 lines of business. Having seen a y.o.y cumulative growth of 50% in both top-line and bottom line, sustainable profitability continues to be the key management agenda.  

Job Context

Key Aspects:

1. The Personal Loans product line caters to funding short term and medium term working capital needs of individuals, via a suite of customized short and long tenured products, without any security/ collateral.
2. Offering comprises Personal loans to salaried individuals/ self-employed individuals/ non-individual entities, with end use of funds (working capital requirement, Personal expansion etc) to be ascertained during the loan appraisal process
3. The Personal 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 unsecured nature of loans disbursed, the Personal also entails stringent controls and monitoring to ensure portfolio health and quality at all times
5. While unit of sizing up the Personal is its loan book size, profitability and minimized delinquency are key Personal 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 channel 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 Regional Sales Manager – Personal Loans is responsible for driving the ASMs/SMs to maximize profit, growth & customer service objectives via a series of planned Personal development and channel expansion initiatives.

Key Challenges

1. To build the regional Personal in line with the adopted Zonal strategy, i.e. starting with limited team strength/ depth and growing with expanding Personal operations and performance
2. To build and grow the Personal while remaining cognizant of competitive realities in the following areas:
   1. Market linked product
   2. Market average IRR & processing fee levels
   3. Market average DSA pay-outs
3. 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
4. To drive dual focus on growing volume and ensuring sourcing quality, given unsecured nature of the Personal as well as the customer profile 
5. 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
6. 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.
7. To ensure loan conversion/ sanction/ utilization percentages are high and an appropriate sourcing funnel is built to meet targets
8. To ensure credit quality and effective portfolio selection/pre-screening thereby minimizing potential NPAs
9. 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 Personal acumen, strong team management and communication, strategy execution skills, deep product-market understanding, channel partner & vendor management, and operations integration & controlling skills.
2. Education & experience required to fulfill this profile are a postgraduate with minimum 12 - 15 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.

4) Principal Accountabilities

Personal Growth & Profitability Management

1. Identify PL growth opportunities at a Regional level, drive channel expansion and new account acquisition strategies to achieve Personal objectives
2. Envisage PL growth & cascade targets to implement sales strategies
3. Augment the Personal volumes of Personal Loans, 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 Region
5. Drive dual focus on sales volume and value (higher yield and margins) through the team
6. Analyze and review periodic MIS reports for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc., communicate to ZSM 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. Monitor SLAs, sales efficiencies and RoI of channels

Distribution & Market Expansion 

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

Risk Management

1. Drive compliant Sales Operations and sound risk management via partnership with Risk team
2. Liaise with the customers and the Risk team as required to provide regular information required for monitoring the creditworthiness of the proposals
3. Manage portfolio activities augmenting and driving alignment with early alert strategies to reduce losses
4. 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 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 

5)  Job Purpose of Direct Reports 

Area Sales Managers – Personal Loans

Responsible for building the book size for own region of coverage and developing the Personal Loans 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 Personal 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

Internal

Frequency

Nature

ASMs – Personal Loans

HR dept

IT dept

Risk dept

Operations dept

Daily

‘

Need Based/ Process Driven

Need Based

Daily

Daily

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

Frequency

Nature

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 Personal development initiatives

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Job Holder

Job Holder’s Superior

Date

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