Fill the required information about business, unit, location, position, reports to position and date of updation of JD
Business
Financial Services Ho
Unit
Aditya Birla Finance Ltd
Area Sales Manager
Sales-SLS
BGFMRS-Mortgages Retail Sales
Area Sales Manager
Date of writing/updation of JD
To set business objectives for the branch & geographic region covered by the branch in line with the mortgage business unit objectives of book size, profitability,

MIS &

portfolio management, team building etc.
To own the P&L; for the branch in terms of % contribution, NII, campaign/ marketing activity spends, fees, direct sourcing, distribution payments and risk- return parameters
To devise business strategy for area wise achievement of business objectives in terms of product mix [LAP/ LRD/ HL] and channel/distribution mix.
To ensure end to end management of sales operations transactions by driving superior product delivery and enhancing financial knowledge of RMs/ SRMs
To monitor and control credit quality of new acquisitions by driving robust due diligence mechanisms and emphasizing post sanction surveillance through strong customer/ distributor relationship management
Contract
NII [Net Interest
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)

As the debt arm of Aditya Birla Financial Services Group (ABFSG), Aditya Birla Finance Limited (ABFL) offers specialized lending and financing solutions in the areas of Capital Markets, Corporate/ Trade Finance, Commercial Real Estate and Mortgages. Currently ranked within the top 25 NBFCs of India, we have made significant progress and our balance sheet at INR 15,000 Cr plus exceeds 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 3 lines of business. The company has a well-defined vision of being one of the most reputed and material financiers within the lending space – spread across both retail HNI and corporate clientele. We have made significant investments in our process and system infrastructure towards preparing for the next level of growth and are one of the only financial entities certified for ISO 9001:2008 across all our business processes. Spread across 18 cities, we plan on further diversifying our risk and revenue mix through expansion into current geographies and new product segments allowing our customers a one-window shop for all their financing needs.
Mortgage lending encompasses a wide variety of financing solutions for clients, ranging from vanilla Home Loans and Loan against property, to more complex Lease Rental discounting, Commercial Purchase and Construction Finance lending. Financing solutions are provided to Self-Employed [professionals/ non-professionals/ salaried] against a wide array of lending programs, each of which aims to estimate the client's repayment capability accurately before the company to take an exposure. The lending program requires assessing clients on various dimensions, including income, repayment behaviour, stability of income/ residence, profile, collateral [valuation, marketability], ownership structure of business and the property and many others.
An in-depth understanding of the customer's business model, customers & suppliers, success factors and dependencies needs to be taken into account given these are long term exposures [ranging upto 15 – 20 years]. The financials are assessed to understand the repayment capability in the near and long term. Collateral assessment is another complex part of the underwriting process involving checking the structural stability, marketability, valuation, regulatory / local body compliance and legal veracity – all to ensure the property can be liquidated to repay the loan if required in case of customer default.




Lending is often structured to meet the client needs by deriving comfort through the hard collateral [can be a ready or under-construction property / project] and cash flows [in form of rentals, or project cash-flows – both against sold/ unsold receivables].
In construction finance, underwriting focuses not on the balance sheet but significantly on the project and the promoter group. Assessment here involves understanding the previous track record of the builder in terms of quality and timeliness of completion, saleability of projects, track record with other lenders and no. of projects delivered in the past. Project monitoring and end use of funds disbursed are critical here given risks around funds being used elsewhere, sale receivables not coming to the lender as a repayment and so on. Being one of the most preferred asset classes in the lending space today lends this business the immense challenge of competing with all FIs / banks in a highly price sensitive target segment.
In construction finance, underwriting focuses not on the balance sheet but significantly on the project and the promoter group. Assessment here involves understanding the previous track record of the builder in terms of quality and timeliness of completion, saleability of projects, track record with other lenders and no. of projects delivered in the past. Project monitoring and end use of funds disbursed are critical here given risks around funds being used elsewhere, sale receivables not coming to the lender as a repayment and so on. Being one of the most preferred asset classes in the lending space today lends this business the immense challenge of competing with all FIs / banks in a highly price sensitive target segment.
Mortgage function added as most recent line of business to ABFL in 2011, caters to the short term and long term funding needs of the Institutional as well as retail clients across the country. The product portfolio includes Loan against property, Lease rental discounting, home loans disbursements, etc
While unit of sizing up the business is its loan book size, the mortgage function has been tasked with profitability and zero delinquency as key objectives
Target customers largely from the self employed category, making regional/ local variables central to customer's decision making
Business cycles follow real estate market fluctuations, although Tier 1 cities are least impacted as a result
Relationship management key to procuring business and post sanction surveillance of loans.
Strong understanding of business finance, loan structuring methods and credit administration key to building credibility with customers and gaining competitive advantage
Understanding of local regional market characteristics such as region specific occupations/trade, local financial and investment preferences and practices important to gain competitive advantage while structuring loans.
To constantly upgrade financial know how of self, team members and channel partners on loan structuring methods and business financials in order to build credibility with customers
To keep abreast with the latest market trends and local market preferences and needs
To ensure credit quality through strong due diligence and tight controls
Recruitment of mortgage sales specialists across levels in the team and getting them oriented for corporate mortgage lending.
To enable RMs/ SRMs to build meaningful and long term partnerships [ Customer/ Channel Partner]
To ensure compliant sales operations despite sales pressures and market cycles
~ Defines the branch strategy to drives sales and achievement of targets in terms of product mix, customer segments, channel/ distributor mix and budgets for marketing/ lead generation initiatives.
Sets business targets for self and RMs/ SRMs in the team and works towards achievement of the same




Identifies business growth opportunities in the region in terms of channel partners and key customer segments and directs RMs/ SRMs towards tapping these opportunities
Enables and drives contests/marketing campaigns to spread brand and product awareness and expand business volumes for the branch
Ensures achievement of branch book size, revenues, NII & PF targets from direct / channel sales by aligning sales actions with branch business strategy
Operations
Monitors local market trends and competitive offerings & identifies opportunities for distribution expansion for the branch
Devises a strategy to enable branch channel partners through knowledge sharing via engagement programs & sales training, in order to build long term partnerships and capabilities
Effectively deploys schemes & prioritize sales of high revenue products/ structures through distribution network
Supports RMs/ SRMs in moving exception cases through the credit risk team within regulatory and compliance guidelines
Identifies and implements market best practices for enhancing operational efficiency, productivity and customer satisfaction across branch operations
Enables RMs/ SRMs to develop strong client relationships in order to carry out pre sanction due diligence/ post sanction surveillance from a de-risking perspective
Operations &
Compliance
Drives faster TATs on deal closures, tighter due diligence & compliant operations to improve branch operations metrics
Shares policy inputs and updates based on market intelligence of the region/ market dynamics with relevant internal stakeholders
Acts as a point of escalation on delinquent cases/ potential NPAs and closely monitors these through the team for collection dues.
MIS &
Ensures all branch sales metrics are shared and reported in a timely, accurate and compliant manner to the RSM/ ARSM and Business Analyst- Mortgages
Leverages sales MIS to track branch progress against targets on Book size, NII and PF and overall P&L;
Evaluates Branch manpower plans & ensure effective retention through developing performance linked incentive structures
Guides RMs/ SRMs for better customer acquisition, retention & helps them achieve superior outcomes by setting performance standards
Trains RMs/ SRMs on product structuring and business finance to enable greater customer connect and increase the perception of their credibility as financial advisors/ representatives
To effectively contribute towards building the asset of the Mortgages Division by marketing/ selling targeted Home Loan products and solutions to potential and existing customers at targeted yields. Ensure client and channel acquisition through effective networking, organizing local area programs, direct builder network and cross selling through group systems (ABMM/ABG group companies).
To effectively contribute towards building the Mortgages line of business and loan book by marketing/ selling all products (LAP/LRD/HL) and solutions to potential and existing customers at targeted yields and fee through a strong distribution network
To strengthen the distribution network through the identification, empanelment and activation of able DSAs through knowledge sharing and capability building
To ensure client and channel acquisition through effective networking, organizing local area programs, direct builder network, cross-selling through group (ABG group companies)
To establish and nurture strong customer relationships through effective customer management and relationships building measures and techniques
To leverage an understanding of local markets and preferences and facilitate structuring of loans in accordance
To ensure all necessary due diligence is conducted to prevent fraudulent loans and ensure all sales processes are carried out in keeping with internal and regulatory guidelines,
Credit Risk team
Operations Team
Business Analyst- Mortgages
New client development, deal closures, market trend analysis, new market potential
Timely disbursements, monitoring for any deviations
Monitoring Targets/ Sales MIS
Customer relationship management (CRM), lead generation
Lead generation, referrals, market & competitive intelligence

📌 International Marketing Business Manager (India)
🏢 Aditya Birla Group
📍 India