ABFL-Area Sales Head-SME EM

Key Responsibilities

Branch Sales Strategy & Target Achievement

• Define branch-level strategy for product mix, customer segments, and distribution/channel mix.
• Set and monitor sales targets for self and Relationship Managers (RMs)/Senior RMs (SRMs).
• Identify growth opportunities and direct RMs/SRMs to tap them effectively.
• Drive cross-selling initiatives and innovative product combinations to increase revenue.
• Initiate and monitor marketing campaigns and contests to drive lead generation and brand awareness.

Profitability & Budget Management

• Ensure achievement of revenue, Net Interest Income (NII), and Processing Fee (PF) targets.
• Monitor and control cost budgets to maximize profitability.
• Track fee income, cost efficiencies, and branch P&L regularly.

Distribution Expansion & Channel Engagement

• Identify and act on local market trends and distribution opportunities.
• Strengthen partnerships with DSAs and other channel partners.
• Conduct capability-building sessions and regular engagements to empower channel partners.
• Monitor SLAs, channel sales efficiencies, and return on investment.

Customer Servicing & Relationship Management

• Set client servicing standards and mentor team for delivering customer-centric services.
• Support team in exceptional credit cases within compliance guidelines.
• Drive operational excellence and customer satisfaction through market best practices.
• Ensure proper due diligence and surveillance for de-risking.

Sales Operations & Internal Compliance

• Drive fast turnaround times (TATs), compliant operations, and robust due diligence.
• Share market intelligence and policy inputs with internal stakeholders.
• Recommend and implement process improvements for better efficiency and compliance.
• Support audits and address observations promptly.
• Monitor and act on delinquent or high-risk cases to prevent NPAs.

MIS & Reporting

• Ensure timely and accurate reporting of all branch sales metrics.
• Track performance against Book size, NII, PF, and overall branch targets.
• Reconcile discrepancies in reports and highlight key trends.

People Management

• Evaluate manpower needs and implement incentive structures for retention and performance.
• Oversee recruitment, onboarding, and capability development.
• Guide and train RMs/SRMs in product structuring and client acquisition.
• Allocate work efficiently within the team and instill result ownership.

Job Purpose of Direct Reports

Relationship Manager (RM)

• Drive home loan sales through direct and indirect channels while ensuring yield targets.
• Acquire new clients through networking, builder connects, and group cross-selling.

Senior Relationship Manager (SRM)

• Market and sell all mortgage products (HL/LAP/LRD) to customers at targeted returns.
• Strengthen distribution via DSA engagement and knowledge sharing.
• Build strong customer relationships and ensure due diligence in loan sourcing.

Key Internal & External Relationships

Internal Relationships

• RSM/ARSM – Daily: Strategy alignment, market analysis, support on closures.
• Credit Risk Team – Daily: Proposal assessment, risk evaluation, sanction coordination.
• Operations Team – Daily: Ensure disbursements, resolve operational issues.
• Business Analyst – Mortgages – Daily: Sales tracking, MIS analysis, performance reporting.

External Relationships

• Group & Non-group Clients – Daily: Customer relationship management, lead generation.
• Channel Partners (DSAs/Connectors) – Daily: Business development, market intelligence, referrals.

Organizational Relationships

Reports to: Regional Sales Manager (RSM) / Associate RSM

Direct Reports:

• Senior Relationship Managers (SRMs)
• Relationship Managers (RMs)