Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business Aditya Birla Capital

Unit Aditya Birla Health Insurance

Location One World Center, Mumbai

Poornata Position Number of the job To be updated

Reports To: Poornata Position Number 00231822

Poornata Position Title of the job (30 characters max) Distribution Development Strategy – Direct Sales

Reports To: Poornata Position Title Head - Direct Sales

Function Sales

Reports to: Function Sales

Department Digital Sales

Reports To: Department Digital Sales

Designation of the Employee Deputy Chief Manager- G2R Strategy

Designation of the Manager Head - Direct Sales

Date of writing/updation of JD 22 nd April 2026

- Job Purpose: Write the purpose for which the job exists (in 2-3 lines) ( Max 1325 Characters)

Drive business performance and operational excellence for the Direct Channel through robust performance management frameworks, incentive governance, business analytics, profitability tracking, and recognition programs. The role will support leadership decision-making by driving performance dashboards, business insights, competition benchmarking, and key business initiatives focused on growth, productivity, and channel profitability.
- 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 (Max 254 Characters)

7200 Unit Workforce Number

(Max 254 Characters)

7200 Function Workforce Number

(Max 254 Characters)

4000 Department Workforce Number

(Max 254 Characters)

50 Other Quantitative and Key

Parameters for the job: Budgets/

Volumes/No. of Products/Geography/

Markets/ Customers or any other parameter

Management of Direct Channel performance metrics, incentive spends, productivity tracking, profitability monitoring, sales analytics, R&R; governance, and competition benchmarking across multiple business lines and geographies

- Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section ( (Max 3975 Characters)

The Direct Channel operates in a highly competitive and rapidly evolving health insurance landscape where business growth, productivity, profitability, and customer acquisition efficiency remain key focus areas. The role requires balancing topline growth with sustainable profitability while ensuring performance governance across multiple sales teams and business segments. One of the key challenges is driving consistent performance visibility through accurate and timely dashboards, identifying productivity gaps, and enabling data-backed decision-making for leadership.



The role also requires managing complex incentive structures aligned to business priorities while ensuring fairness, effectiveness, and financial prudence.

Additionally, the role demands continuous analysis of market trends, channel productivity, customer behavior, and competitor practices to identify improvement opportunities and enhance business outcomes. Driving recognition and reward initiatives to improve employee engagement and sales motivation while maintaining alignment with organizational goals is another critical aspect of the role.

The incumbent will work closely with Sales, Finance, HR, Operations, Product, and Analytics teams to drive business reviews, performance interventions, and key business priorities for the Direct Channel.

- Key Result Areas: Write the 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)- Maximum 10 KRAs can be updated

Key Result Areas ( Max 1325 Characters) Supporting Actions ( Max 1325 Characters) Performance Management & Governance

- Drive monthly and quarterly performance tracking across Direct Channel teams
- Monitor productivity, conversion, persistency, and business quality metrics
- Identify performance gaps and recommend corrective actions
- Support leadership reviews through structured MIS and insights
- Ensure timely closure of action items arising from business review

Incentive Design & Governance
- Design and manage incentive frameworks aligned to business priorities
- Track incentive payouts and ensure governance and accuracy
- Evaluate effectiveness of incentive programs through productivity analysis
- Coordinate with HR and Finance for payout validation and closures
- Recommend enhancements based on business performance trends

P&L; Monitoring & Business Profitability
- Monitor channel profitability and business performance indicators
- Analyze acquisition costs, productivity, and cost optimization opportunities
- Support leadership with profitability analysis and business projections
- Track budget utilization and business performance against plan
- Drive data-backed recommendations for improving business efficiency

Dashboarding & Business Analytics
- Prepare and maintain leadership dashboards for business performance tracking
- Conduct trend analysis on sales productivity, customer acquisition, and retention




- Develop performance spread analysis across locations, teams, and cohorts
- Generate actionable insights through data interpretation and reporting
- Ensure data accuracy, consistency, and timely reporting

Rewards & Recognition (R&R;) Initiatives
- Drive R&R; programs to enhance employee motivation and engagement
- Design performance-based recognition frameworks
- Coordinate monthly, quarterly, and annual recognition initiatives
- Track impact of R&R; programs on productivity and morale
- Ensure consistency and transparency in recognition processes

Competition Benchmarking & Market Analysis
- Track competitor practices across performance management and incentive programs
- Conduct benchmarking studies on productivity and channel practices
- Analyze market trends and emerging business opportunities
- Share actionable insights with leadership for business improvement
- Support business planning through market intelligence and analytics

Business Excellence & Key Initiatives
- Drive key business initiatives aligned to Direct Channel priorities
- Support process improvement and operational efficiency initiatives
- Coordinate cross-functional projects and business interventions
- Track implementation progress and business impact of initiatives
- Support leadership with presentations, reviews, and business recommendations
- Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
- Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives

Relationship Type ( Max 80 Characters) Frequency Nature ( Max 1325 Characters) Internal Internal Stakeholders Daily Collaborate with Sales, Finance, HR, Operations, Product, Analytics, and Technology teams for business reviews, dashboarding, incentive governance, and performance tracking External Leadership Team Daily/ Weekly Support leadership through business insights, profitability analysis, dashboards, and review presentations

External Partners / Industry Networks As Required Gather market intelligence, competition insights, and benchmarking inputs relevant to Direct Channel performance and productivity

- Organizational Relationships: Provide the structure for a level above and below the position for which this 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

Signature (needed for the hard copy)

📌 Campaign Manager (Maharashtra)
🏢 Aditya Birla Capital
📍 Maharashtra