Senior Area Sales Manager

Role Overview

The Senior Area Sales Manager is responsible for strategizing and driving the sales growth of assigned city or branch areas, partnering with the Regional Sales Manager to meet defined targets. This role demands adherence to sales protocols, cross-functional collaboration with Risk, Operations, and Sales Governance teams, and active participation in risk approval decisions within set guidelines. The incumbent supports business profitability through tackling sales underperformance, improving processes, optimizing channels, and resolving bottlenecks while mentoring team members on complex cases. Additionally, driving cross-selling initiatives spanning Aditya Birla Housing Finance Limited and Aditya Birla Capital products based on regional strategies and customer needs is key.

Scope and Dimensions

• Manages a team of approximately 6-7 Sales Managers within the designated geography.
• Oversees workforce and business operations at department, function, unit, and business levels.

Context and Challenges

Aditya Birla Housing Finance Limited (ABHFL), a part of Aditya Birla Capital Limited, is a National Housing Bank registered housing finance company established in 2014. The company provides a diverse product suite including home loans, top-ups, balance transfers, loans against property, and construction finance. ABHFL is positioned for aggressive growth aiming to increase its loan book size fivefold to 40,000 crore over five years, targeting a top 5 position among HFCs nationwide despite significant industry competition and sector challenges.

The sales organization services diverse segments including individual retail customers (both salaried and self-employed), institutional clients, and builders, each having unique needs. Success hinges on effective people management, process efficiency, strong customer and channel relationship management, risk oversight, and product relevance.

Key challenges include building local sales operating plans that respond to competitive pressures and customer dynamics, boosting market share against well-established competitors, continuously elevating the technical and operational capabilities of yourself and your team, maximizing loan conversions and sourcing pipelines, maintaining high credit quality, and ensuring strict regulatory compliance in a sales-driven environment.

Role Responsibilities

• Develop and implement area-specific sales strategies aligned with regional objectives.
• Coordinate with Risk and Governance teams to maintain portfolio health and profitability.
• Manage, guide, and upskill a team of Sales Managers to execute sales initiatives effectively.
• Drive cross-selling of varied financial products across business lines as per client requirements.
• Monitor sales funnel metrics to ensure high loan conversion, sanctioning, and utilization rates.
• Maintain credit standards to minimize Non-Performing Assets (NPAs).
• Ensure consistent compliance with applicable sales processes, regulations, and internal policies.

Qualifications and Skills

• Postgraduate degree with 6 to 8 years of total sales experience in Banking or NBFC environments.
• Minimum of 3 to 4 years experience specifically in Housing Finance Company (HFC) sales.
• Strong commercial and business acumen with proven ability to lead sales teams.
• Excellent communication, negotiation, and relationship-building skills.
• Effective operational execution capabilities with focus on risk and compliance controls.