1) Job Purpose:Write the purpose for which the job exists (in 2-3 lines)

The purpose of this job is to execute sales operations through the DSA channel in line with branch plan and objectives by interfacing with DSA partners and end customers to achieve targets. This role coordinates with Risk, Operations and Sales Governance teams to ensure compliant and efficient sales operations and portfolio health. It also drives and executes cross-selling of ABHFL and ABFC products/ solutions as per branch level objectives.

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

Unit Workforce Number

Function Workforce Number

Department Workforce Number

Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

Organizational Context

Key Aspects:

• Part of the Aditya Birla Capital Limited, Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company offers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9^th July 2014 and has aggressive growth plans.
• ABHFL has grown at a steady rate while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of segments like Affordable and self-employed borrowers, given the high potential in these segments. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market. and is poised for rapid growth and plans to grow 5X (40,000 Cr) in the next 5 years. This shall take ABHFL within the top 5 percentile of HFCs in the country.
• The ABHFL Sales organization works broadly with 3 customer segments - retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self-employed, with both of these having very different preferences and needs.

Job Context

Key Aspects:

• Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational efficiencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management.
• While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives.
• Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to clients
• For retail customers, identifying and acting on relevant needs for target demographics/ customer segments/ etc., in an efficient manner ensuring process, statutory and regulatory compliance at all times, are key for building business performance and sustainability.
• For institutional/ builder customers, understanding and addressing complex business requirements via proactive relationship management and customized solution fitment, while ensuring compliance at all times, are important to gain competitive advantage.
• The Sales Manager (DSA) - ABHFL is responsible for achieving sales targets through the DSA channel, as agreed with the ASMABHFL, in terms of targeted book size, growth & customer service objectives.

Key Challenges

• To build and tap DSA network in order to achieve targets considering factors impacting DSA relationships such as competitor offerings/ terms, existing relationships, mutually beneficial propositions, etc.
• To upgrade financial & operational know how on industry dynamics, effective negotiation and relationship building, and efficient loan processing for maintaining lasting relationships with DSAs and customers while ensuring portfolio health and profitability
• To drive loan conversion/ sanction/ utilization rates and ensure an appropriate sourcing funnel to meet targets
• To ensure credit quality, effective portfolio selection/ pre-screening, and work closely with Risk team members to minimize potential NPAs while driving sales and maintaining DSA relationships
• To ensure compliant sales operations at all times, despite sales pressures and market cycles

Enabling Skill Sets & Qualifications

• Critical skill sets required to meet these challenges include commercial acumen, team management and communication, product-market awareness, and execution skills.
• . Education & experience required to fulfil this profile are a graduate with minimum 6 - 7 yrs of total sales experience in the Banking/ NBFC space, of which at least recent 3 - 4 yrs experience should be in HFC sales with good exposure to DSA channel.

4) Key Result Areas:Writethe 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)

Sales Planning and DSA Management

• Define and execute a plan for target achievement in conjunction with ASMABHFL, considering competitive forces and local trends
• Scan the local market and competitor offerings on a periodic basis, and work closely with DSA network to tweak efforts accordingly
• Constantly review DSA network for effectiveness and drive operational efficiencies to ensure active DSA relationships are working optimally to achieve business objectives
• Provide data for and compile periodic MIS reports for disbursements, profitability, DSA performance, NPAs, market expansion, etc. also use insights to provide DSA partners feedback proactively

Customer Acquisition/ Engagement

• Identify local business growth opportunities, and refine DSA engagements accordingly
• Work closely with DSA partners on identified prospects for relationship origination by deploying a partnership mindset and sharing product characteristics and USPs effectively to drive favorable closure and customer satisfaction
• Communicate with in-process prospects and DSA partners to ensure clarity on transaction status and proactively drive for operational compliance to ensure timely approvals
• Deploy schemes to drive DSA engagement, sales and profitability, ensuring dual focus on sales expansion and cost optimization

Operational Effectiveness

• Track and ensure efficient DSA business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections)
• Drive process efficiencies and faster TATs through interfacing with stakeholders across processes and functions (Risk, Operations, Sales Governance)
• Adopt improved processes and best practices in order to enhance operational effectiveness, productivity and overall business contribution of DSAs for ABHFL

Cross-Selling across ABC products

• Drive DSA partner efforts as per Cross-Selling strategy agreed with ASMABHFL, interfacing with end customers/ prospects as required

Self-Development and Internal Stakeholder Management

• Stay up to date on market developments, DSA engagement practices/ innovations, negotiation and relationship building skills for enhanced customer acquisition and engagement efforts through the DSA channel
• Attend relevant technical and behavioral trainings/ seminars and work on self-development initiatives
• Coordinate with internal stakeholders for smooth operations and alignment towards achievement of targets

Portfolio & Risk Management

• Work with the Risk, Operations and Sales Governance teams to ensure adherence to risk management and control mechanisms
• Liaise proactively with DSA partners and end prospects/ customers for clarity on and adherence to risk management measures
• Compile and ensure systematic, accurate MIS on NPAs and credit trends, providing inputs on factors impacting portfolio quality

5) Job Purpose of Direct Reports:Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

No direct reports

Relationship Type

Frequency

Nature

Internal

Area Head

Sales Governance

Risk function

Operations function.

HR function

IT function

Daily

Weekly/ Need Based

Weekly/ On-going

Weekly

Need Based/ Process Driven

Need Based

Business MIS, review on new market development, progress on target achievement, escalations

Ensuring sales compliance payout/ incentive design-execution, channel, team on-boarding, etc.

Proposal logging, evaluation and approval NPA management

Client servicing issues, TAT reviews, NPA management

Performance Reviews, Training

Back-end/ systems support

External

DSA Network

Existing and Prospective customers

External Forums & Networking platforms

Daily/ On-going

Fortnightly/ Need Based

Half-yearly

Engagement for lead generation, targeted efforts, prospect conversion, etc.

CRM for relationship management and understanding needs for customized solutions

Grow relationships in the market, augment DSA network, scan trends/ dynamics & build awareness

7) 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

Date of Entry / Approval