Branch Manager – Branch bankingA. Organization ContextPosition Title: Branch ManagerEmployee Name: Designation:Department: Branch Banking Location: BranchReports to: Cluster Head Reported by: -B. Job ObjectiveTo lead the overall business & operations of the branch through exceptional customer service, smooth flow ofbanking operations and transactions, cost management while ensuring compliance with all applicable externaland internal regulations and guidelines.C. Primary responsibilitiesStrategic and planningExecute overall plans at Branch level in consultation with the Cluster Head.Cascade the branch scorecard to the employees and ensure achievement of targets.Develop and ensure adherence to the operating budget for the branch in line with the corporate and regionalbudget.FunctionalBuild and manage effective customer relationship with key customers of the branch ensuring superiorcustomer service; advise them on making robust investment and financial decisionsFormulate strategies to capitalise the existing market opportunities to meet the needs of the Branch Bankingsegment.Recommend marketing strategies and plans consistent with established goals in each product line and serviceand ensure implementation of the same on approval.Recommend products / variants to the Organisation to constantly improve the Bank’s competitive position inthe market.Oversee and ensure that every employee in the branch is following the Compliance policies of theorganisation.Support the Audit team in ensuring they carry out their audit activities smoothly in the branch.Ensuring the branch maintains its Hygiene as per the quality standards of the organization.Develop annual operational sales plans in conjunction with Channel Head based on the overall targets andbudgets and prioritise the overall efforts by service and allocation of resources.Ensure product & Process knowledge to all staff.Effective utilization of branch’s marketing budget.Continually monitor the market by way of area mapping to determine the market size and market penetrationof the Bank’s liability products, third party products and services.Evaluate the timely adjustment of marketing strategy and plans in the operational area to meet changingmarkets and competitive conditions.Responsible for maintaining hygiene of the branch to improve employee and customer experience.Provide suggestions to the product manager to develop new liability and third-party products and services inline with regional preferences.Work in collaboration with Marketing Department in implementing local sales promotion plans and evaluatethe effect of such campaigns.Recommend strategies to reach potential customers based on the evaluation.Analyse Market, competitor services and prices and synthesize information to develop cost analysis andrecommendations for the Bank’s products.Manage very important customers HNIs/ Government / Social Deposit etc. to discuss their needs, outliningappropriate services and resolving problems as appropriate.Meet specified number of customers suggested by the corporate office every month.Achieve segment-wise liability and cross-selling targets set for the branch.Co-ordinate the Bank’s participation in trade shows and community events in the catchment to promoteproducts and services.Lead the identification of target customer segments and ensure that relevant strategies are developed so as tomaximize market penetration and profitability.Facilitate the smooth customer service, disbursement and operation of micro banking segment.Establish the culture of cross-selling within the Branch banking team by guiding them in understandingrequirements of the customer.Ensure seamless integration between the different strategic business units operating within the operationalarea to achieve the overall target of the Bank.Regularly monitor the performance of Branch Banking Department and take corrective action, if required, toensure achievement of set target.Timely escalation of issues, pain points etc for resolution.Internal processEnsure that all activities carried out by the branch are as per the set standard operating procedures.Ensure adherence to STP (straight through process) in all documentations and ensure the NSTP/FTNR is undercontrolMonitor processes to ensure adherence to Service Level Agreements and Turnaround time.Review preparation of reports to Head Office and statutory bodies ensuring its accuracy and timely submission.Be updated on the regulatory framework and guidelines pertaining to the operational area & guide the teamon the same, in order to ensure that operational procedures related to the operational area conform to suchguidelines.People developmentEnsure that the employees maintain the highest standards of professional conduct, ethics, integrity, andcontrol in execution of all their daily operations.Drive a performance driven culture by timely monitoring, reviewing of performance parameters and givingfeedback to the team members.Take responsibility for identification of training needs and completion of mandatory trainingprograms/certifications for self and reportees.Mentor and coach subordinates to develop the team’s capabilities and build a robust succession pipeline.Ensure that the operational area is adequately staffed as per the manpower requirements.Ensure high level of employee engagement and retention of key performers.Any other additional responsibility could be assigned to the role holder from time to time as a standalone project orregular work. The same would be suitably represented in the Primary responsibilities and agreed between theincumbent, reporting officer and HR.D. Key InterfacesInternal Interfaces External InterfacesMicro-Banking DepartmentCustomer Service DepartmentRegional Heads of Branch BankingRetail Assets DepartmentCluster HeadsOther Divisional HeadsCustomer/HNIs/FoundationsGovernment DepartmentsRegulatory authoritiesVendors/External ConsultantsE. Key Performance ParametersKey Result Areas (KRA) Key PerformanceIndicators (KPI)Unit ofMeasurementAction planPeople(20%)Creating a conduciveenvironment of maintain a highlevel of employee engagement& teamwork.KPI achievement ofteam% of Targetexpectationmet (5%)1. Fixation SMART KPIs2. KPI review meeting3. Zero Employees in PIPAny Individual targetset by Branch Head /Cluster Head% of Targetexpectationmet (5%)1. Achieve any individualset by Branch Head /Cluster Head.Training ManhoursCertificationsAttained.% ofcompletion oftarget (2%)1. Mandatorycertification like IRDA/AMFI beforecompletion ofFocus on employee retention byCoaching and mentoring themprobation.2. Training ParticipationNumber of employeeengagementactivities# of EmployeeEngagementActivitiesconducted(2%)1. Participation of theBranch in EmployeeEngagement activities.Relationship withBusinesscorrespondent% ofEffectiveness(2%)1. Working with otherdepartmentsEmployee retention % of Retention(2%)1. Create & EnhanceRole clarityEmployeepromotions# ofemployeespromoted(2%)1 Business support2 Mentoring andcoachingPlanet Actively participate in theorganisation’s commitment inpro plant & businesssustainability initiativesAccount holdersfrom Low incomefamilies# of accounts(8%)1. Active participation inthe initiatives of thebank that target LowIncome Groups.Business successstories of womencustomers# of accounts(4%) Participation and organising of eventsReduction of Carbonfootprint# of initiatives(3%)1. Energy conservationinitiativesProcess(15%)Manage statutory complianceand high score during internalauditsAudit score byinternal audit# (index)(3%)Branch health(operation healthindex)# of Non-Conformities(2%)Ops dash boardStatutory compliance % ofadherence(2%)RBI / KYC etc,Creating awareness in customersabout manging their bankingdigitallyDigital penetration % achieved(2%)Mobile banking / netbanking / speedbanking etc,Branch Ambience &up keep% ofEffectiveness(2%)1. Ensure BranchAmbience & up Keep.2.Display all standnotification assignedfrom central office.Operations Hygiene Operations Hygiene % errors (2%) Ethical operationalpracticesTimely completion ofEOD% ofachievement(4%)Ensure timelycompletion of EOD.Commented [A1]: This should move to BOMProsperity(30%)Sustainably enhance theturnover and profit oforganisation by focusing onCASA numbers and volumeEstablish high levels of customersatisfaction.Budget / FinancialTarget achievement% ofachievement(5%)1. Enhance revenuefrom CASA2. Enhance net InterestIncome3. Achievement ofliability targets4. Enhance NRI services5. Revenue from newproductsIncrease Branchprofitability% of Increase(5%)1. Enhance Fee income2. Branch specific Third-Party Products strategyNumber of CASA # Target VsAchievement(4%)1. various activitiesorganised to create newnumbers2. New to Bank activitiesCASA Value # Target VsAchievement(4%)various activitiesorganised to create newnumbersRevenue from crosssell of loans etc# Target VsAchievement(4%)various activitiesorganised to create newnumbersRevenue form OldBook Management.# Target VsAchievement(4%)various activitiesorganised to increaseBusiness from existingCustomers – Old BookManagement.CustomerSatisfaction Index# Index(4%)1. Low down time ofservice2. Enhance serviceaccessibility3. Effectiveness ofcomplaint handing4. Zero escalations inComplaintsF. Minimum RequirementsLevel of Education: Graduation in any disciplineExperience 10 years minimum in similar fieldPrepared By DateSignatureCommented [A2]: Change to CASA valueCommented [A3]: Add Cross sell of loansCommented [A4]: Change to Old book managementReviewed By DateSignature