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- Job Purpose: Write the purpose for which the job exists (in 2-3 lines)
Drive business and achieve targets through allocated region/area. Implement strategies for achievement of Business objectives of expansion of book size, Profitability, Portfolio management, improving functional capabilities and team building.
The product portfolio includes broking, mutual funds, PMS and other structured products and third party products like Loans, health insurance, Life insurance & bonds.
- 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
800
Unit Workforce Number
800
Function Workforce Number
648
Department Workforce Number
648
Other Quantitative And Important Parameters For The Job
Area Manager
Dimension
Branches
6
Manpower
BM
6
Dealer
48
Daily Average Revenue (Lakhs)
3.25
Revenue (Crs)
8
Costs (Crs)
6
Annual Profit (Crs)
2
Customers – Cross Sell
500
Online Revenue %
60%
Dealer Productivity
6,700
- 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
Aditya Birla Money Ltd.: ABM is primarily a Broking Company, deals in Equity, Commodity & Currency markets. Workforce of ~800 spread across >100 locations with customer base of in excess of 3 lacs
ABM is one of the leading securities trading companies in the country. ABM operates in a fragmented equity broking business and has a daily turnover of close to 2,000 crores with a market share of 1%.
ABM works in a highly regulated environment with a host of regulators like SEBI, RBI, AMFI, FMC, IRDA etc. regulating it’s day to day operations. In addition to the regulator ABM is also subject to close monitoring and inspection through various agencies like NSE / BSE / NCDX / MCX/ NSDL / CDSL etc.
ABM also operates in a highly competitive market mainly in fragmented industry with ABML competition from major National Broking houses like Kotak securities, Zerodha, Edelweiss, MOFSL etc. and a range of local Broking outfits.
The Area Manager, For The Area Is Responsible For
- Driving the retail business in his region/area to maximize profit, growth & customer service objectives.
- Achieving Client Acquisition targets, Increate the Pool & Base of UHNI, Large Self Trader clients and Corporate customers, with the help of Team and Personal Network.
- Leading the Branch Managers, Assistant Branch Managers and the entire Branch team to create a team that delivers high performance. Ensuring Dealer Productivity is as per the defined standards and Ensuring Sales Culture within the teams.
- Manage relationships across the set of HNI clients and Corporate investors
- Cross Sell ABC’s Products & Investment Products to attain clients needs and desired Profitability from Cross Sell segment.
The Main Challenges Faced Include
- Changes in regulation as the regulator is going strict on funding, margins etc.
- Mitigating the challenges posed by the online discount brokers, and small brokers posing major threat to full service brokers. Yields are dropping making it very difficult to maintain profitability.
- Recruitment of new and strong acquisition cum dealing teams individual and teams and keeping the employees engaged thereby putting a control over attrition.
- Market volatility also poses a threat to the smooth business.
- Ensuring risk free and compliant business and ensuring high levels of client satisfaction.
- Motivating teams to deliver high quality performance.
- Controlling all the operations of the assigned region & effective cost management.
The critical skill sets required are excellent business, analytical, communication & presentation skills, a strong industry network, an ability to interpret market trends, a strategic vision to resource new business, customer service orientation and team building.
The education & experience required to fulfil this profile are a Post – Graduate or an MBA with minimum 8-10 yrs. of experience in managing teams and branch, selling financial services products.
- 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)
Key Result Areas
Supporting Actions
New client acquisition & business development for his designated region/branches.
- To envisage regional business growth, devise direct sales strategies & optimally allocate branch & product targets.
- To build segment-wise client acquisition strategies and acquire Large “New Trader Clients” and “Digital Client” Base.
- To ensure that along with Region’s Profit every Branch Unit is achieving targeted Profits.
- To develop a high quality client base through relationship building & CRM measures like customer meets & information sharing.
- To increase business by cross-selling group financial products.
Achieve profitability & revenue targets
- To regularly monitor achievement of Individual employees, branch & regional targets of direct sales
- To achieve the regional gross contribution & ensure effective cost management
Drive customer satisfaction and retention initiatives
- To engage with the customer servicing teams to continually develop new customer friendly initiatives.
- To benchmark the portfolio-service offerings with the competition and highlight the critical modifications required.
- To formulate a client grievance redressal process for better services & faster TAT
Ensure effective risk management & policy adherence
- To help the risk & review team by setting up documentation & risk mitigation mechanisms.
- To supervise and ensure compliance of all critical policies & procedures by the sales team.
Ensure Cross Sell of ABC’s products
- To Cross Sell ABC’s Products & Investment Products to fulfil client’s needs and achieve the desired Profitability from Cross Sell segment.
Ensure skill enhancement and team development of resources
- To ensure that requisite product & behavioral trainings are imparted in various branches & to channels in conjunction with the HR dept.
- To ensure retention through planned talent management, career progression & performance linked incentives.
- Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
- Branch Heads : To manage the affairs of the respective branch & increase the business by penetrating deeper in the branch geography, ensuring successful operations & formulating plans for better client servicing through that branch.
- 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 Frequency Nature
Internal
- Zone Head
- Branch Heads
- HO
- HR dept
- Research Team
- Franchisee Team
- Daily
- Daily
- Weekly
- Need based
- Fortnightly
- Daily
- MIS regarding new client/new channel/new product development, new market penetration, branch Sales, strategic initiatives & branch operations
- MIS regarding direct/channel sales, new product/channel performance, branch operations & policy roll-outs
- Regional MIS, coordination with risk & review & research teams
- Recruitments, Trainings, Appraisals, Compensation reviews
- Inputs on upcoming client requirements, feedback on new products/services/schemes
- To cater to needs of Sub-broker/channel partners
External
- All existing and potential clients
- ABC
- Sub Brokers
- Peers in the industry
- Daily
- Weekly
- Weekly/ fortnightly
- Fortnightly/ Monthly
- Generating new leads, communicating the customized product offerings and understanding the customer service satisfaction levels
- Cross-sell group products
- Review channel partner networks
- Market intelligence & trends
- 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.
