Branch Manager - PCG

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. (ABML) is primarily a Broking Company, deals in Equity, Commodity & Currency. Workforce of 800 spread across 40 locations with customer base of in excess of 3 lacs. Commodity operations are managed through its 100% subsidiary Aditya Birla Commodities Broking limited.

ABML is one of the leading securities trading companies in the country. ABML operates in a fragmented equity broking business and has a daily turnover of close to 3,000 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 its day-to-day operations.

In addition to the regulator ABML is also subject to close monitoring and inspection through various agencies like NSE / BSE / NCDX / MCX / NSDL / CDSL etc. ABML also operates in a highly competitive market mainly in fragmented industry with ABML competition from major National Broking houses like ICICI Securities, HDFC Securities, Angel Broking, MOFSL etc. and a range of local Broking outfits.

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.

Responsible For (PCG Desk)

• Increasing the client base, revenue and market share in the branch. (HNI/UHNI Clients)
• Increase the Pool & Base of U HNI , Large Self Trader clients and corporate customers, with the Team and Personal Network.
• Ensuring Dealer Productivity is as per the defined standards
• 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 Major Challenges For This Profile Include

• Acquiring new Large trader clients (direct) amidst competitive offerings
• Ensuring effective management and retention of customers.
• Regulator Challenges as regulator is going strict on funding, margins
• Effective operational & cost management through Branch Administration
• Maintaining multi product focus and equally driving the Cross-Sell Products to the existing and new clients.
• Ensuring Risk Compliance - Ensuring risk free and compliant business and ensuring high levels of client satisfaction.
• Operational Challenges - Day to day coordination with RMS, Activation Team, Surveillance, day to day approvals W.R.T. to limits, commercials and various other departments for smooth functioning of branch.
• Staff Management - Recruitment of individual and teams and keeping the employees engaged thereby putting a control over attrition.
  
  

The critical skill sets required to meet these challenges are excellent implementation skills, strong business and analytical skills, strong product knowledge, superior communication skills, integration and controlling skills, people management skills, a strong local network and high target and customer service orientation.

• 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

Achieve the revenue growth & profitability to upscale the branch

• To drive the sales targets for the branch and build teams as per company's annual target and over all objectives.
• To focus on Revenue & Profitability with achievement of target and Yield management.
• To maximize branch profits by achieving targeted fee income & effective cost management.
• Acquiring new Large trader clients (direct) and increase the Digital Client Base.
• To achieve the respective Branch gross revenue through offline and online platform
• To plan and execute various local level initiatives to ensure business momentum and direction.
• To engage in new and innovative business planning activities locally to increase client acquisition and Branch profitability.
• To monitor individual and team performance and take steps to improve productivity and correct deviations if any.
  
  

Manage Online Transition & Dealer Productivity to ensure client profitability

• To transition existing & new clients to Mobile/Web/Exe platform so as to optimize dealer bandwidth.
• To increase the dealer's productivity by acquiring & servicing Large Traders and building a temp funding through HNI/ Large Traders.
  
  

To ensure Cross Sell of ABC Products

• To ensure multi product targets are attained at the branch.
• To regularly attend trainings and learn about the alternate products offered and ensure all branch employees attend training & are aware of alternate products.
• To increase business through cross-selling initiatives & innovative product mixes.
• To use alternate products to activate inactive customers.
  
  

To effectively manage day to day branch administration and operations for smooth functioning of the branch

• To monitor and foster all daily operations of the branch
• To handle a team of Dealers/Relationship managers andCustomer Service executives and motivate them in target achievements.
• To ensure security of the physical assets of the branch.
• To oversee and ensure adherence to the Risk compliance and statutory compliance policies.
  
  

To ensure customer management & engagement

• To plan and execute local area programs and referrals programs
• To disseminate research based advisory services to clients based on recommendations given by In-house Research team.
• To focus on retention of customers, higher revenue generation and referral activities.
• To continuously scan the local market penetration & competitive offerings & report on emerging trends for different product lines.
• To ensure proper implementation and usage of Lead management system (LMS) & IMS at the branch in coordination with HO team.
• To ensure client records are up to date in terms of financial details & contact ability and run data analytics on them on periodic basis
• To ensure speedy resolution of client queries and grievances to maximize satisfaction levels.
  
  

To ensure effective risk management & policy adherence

• To ensure adequate compliance to KYC norms, processes & documentation for client profiling.
• To ensure adherence of all regulatory compliances & critical policies set by HO.
  
  

Team Building, Engagement & Development

• To build a Sales Driven proactive team and enhance their capabilities by regularly imparting relevant knowledge and skills required for the Equity Advisors to achieve their goals efficiently.
• Meeting the Competition Teams and doing Competition Talent Mapping.
• Engaging the teams and keeping them engaged and motivated and ensuring that there is minimum attrition in the branches.
• To ensure that requisite product & behavioral trainings are imparted.
• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
• PCG Dealer: To acquire Large trader customers and punch equity deals for them as per their requirements and to disseminate research recommendations to clients and ensuring compliance and regulatory standards.
• Customer Service Executives: To foster enhancement of brand value & customer satisfaction by effective client servicing & relationship management.
• 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

• Regional Head
• Branch Staff
• HO
• Research Team
• Bi-weekly
• Daily
• Weekly
• Fortnightly
• MIS updates, new clients & revenues
• Business reviews, MIS
• Sending regional MIS, coordination with Risk, HR, Infrastructure & Research teams
• Inputs on upcoming client requirements, feedback on new products/services/schemes
  
  

External

• Clients
• ABC
• Daily
• Weekly
• Generating new leads, communicating the customized product offerings and understanding the customer service satisfaction levels
• Cross-sell group products