Description:
Branch Manager – Branch banking
A. Organization Context
Position Title: Branch Manager
Employee Name: Designation:
Department: Branch Banking Location: Branch
Reports to: Cluster Head Reported by: -
B. Job Objective
To lead the overall business & operations of the branch through exceptional customer service, smooth flow of
banking operations and transactions, cost management while ensuring compliance with all applicable external
and internal regulations and guidelines.
C. Primary responsibilities
Strategic and planning
Execute 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 regional
budget.
Functional
Build and manage effective customer relationship with key customers of the branch ensuring superior
customer service; advise them on making robust investment and financial decisions
Formulate strategies to capitalise the existing market opportunities to meet the needs of the Branch Banking
segment.
Recommend marketing strategies and plans consistent with established goals in each product line and service
and ensure implementation of the same on approval.
Recommend products / variants to the Organisation to constantly improve the Bank’s competitive position in
the market.
Oversee and ensure that every employee in the branch is following the Compliance policies of the
organisation.
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 and
budgets 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 penetration
of 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 changing
markets 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 in
line with regional preferences.
Work in collaboration with Marketing Department in implementing local sales promotion plans and evaluate
the 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 and
recommendations for the Bank’s products.
Manage very important customers HNIs/ Government / Social Deposit etc. to discuss their needs, outlining
appropriate 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 promote
products and services.
Lead the identification of target customer segments and ensure that relevant strategies are developed so as to
maximize 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 understanding
requirements of the customer.
Ensure seamless integration between the different strategic business units operating within the operational
area to achieve the overall target of the Bank.
Regularly monitor the performance of Branch Banking Department and take corrective action, if required, to
ensure achievement of set target.
Timely escalation of issues, pain points etc for resolution.
Internal process
Ensure 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 under
control
Monitor 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 team
on the same, in order to ensure that operational procedures related to the operational area conform to such
guidelines.
People development
Ensure that the employees maintain the highest standards of professional conduct, ethics, integrity, and
control in execution of all their daily operations.
Drive a performance driven culture by timely monitoring, reviewing of performance parameters and giving
feedback to the team members.
Take responsibility for identification of training needs and completion of mandatory training
programs/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 or
regular work. The same would be suitably represented in the Primary responsibilities and agreed between the
incumbent, reporting officer and HR.
D. Key Interfaces
Internal Interfaces External Interfaces
Micro-Banking Department
Customer Service Department
Regional Heads of Branch Banking
Retail Assets Department
Cluster Heads
Other Divisional Heads
Customer/HNIs/Foundations
Government Departments
Regulatory authorities
Vendors/External Consultants
E. Key Performance Parameters
Key Result Areas (KRA) Key Performance
Indicators (KPI)
Unit of
Measurement
Action plan
People
(20%)
Creating a conducive
environment of maintain a high
level of employee engagement
& teamwork.
KPI achievement of
team
% of Target
expectation
met (5%)
1. Fixation SMART KPIs
2. KPI review meeting
3. Zero Employees in PIP
Any Individual target
set by Branch Head /
Cluster Head
% of Target
expectation
met (5%)
1. Achieve any individual
set by Branch Head /
Cluster Head.
Training Manhours
Certifications
Attained.
% of
completion of
target (2%)
1. Mandatory
certification like IRDA
/AMFI before
completion of
Focus on employee retention by
Coaching and mentoring them
probation.
2. Training Participation
Number of employee
engagement
activities
# of Employee
Engagement
Activities
conducted
(2%)
1. Participation of the
Branch in Employee
Engagement activities.
Relationship with
Business
correspondent
% of
Effectiveness
(2%)
1. Working with other
departments
Employee retention % of Retention
(2%)
1. Create & Enhance
Role clarity
Employee
promotions
# of
employees
promoted
(2%)
1 Business support
2 Mentoring and
coaching
Planet Actively participate in the
organisation’s commitment in
pro plant & business
sustainability initiatives
Account holders
from Low income
families
# of accounts
(8%)
1. Active participation in
the initiatives of the
bank that target Low
Income Groups.
Business success
stories of women
customers
# of accounts
(4%) Participation and organising of events
Reduction of Carbon
footprint
# of initiatives
(3%)
1. Energy conservation
initiatives
Process
(15%)
Manage statutory compliance
and high score during internal
audits
Audit score by
internal audit
# (index)
(3%)
Branch health
(operation health
index)
# of Non-
Conformities
(2%)
Ops dash board
Statutory compliance % of
adherence
(2%)
RBI / KYC etc,
Creating awareness in customers
about manging their banking
digitally
Digital penetration % achieved
(2%)
Mobile banking / net
banking / speed
banking etc,
Branch Ambience &
up keep
% of
Effectiveness
(2%)
1. Ensure Branch
Ambience & up Keep.
2.Display all stand
notification assigned
from central office.
Operations Hygiene Operations Hygiene % errors (2%) Ethical operational
practices
Timely completion of
EOD
% of
achievement
(4%)
Ensure timely
completion of EOD.
Commented [A1]: This should move to BOM
Prosperity
(30%)
Sustainably enhance the
turnover and profit of
organisation by focusing on
CASA numbers and volume
Establish high levels of customer
satisfaction.
Budget / Financial
Target achievement
% of
achievement
(5%)
1. Enhance revenue
from CASA
2. Enhance net Interest
Income
3. Achievement of
liability targets
4. Enhance NRI services
5. Revenue from new
products
Increase Branch
profitability
% of Increase
(5%)
1. Enhance Fee income
2. Branch specific Third
-Party Products strategy
Number of CASA # Target Vs
Achievement
(4%)
1. various activities
organised to create new
numbers
2. New to Bank activities
CASA Value # Target Vs
Achievement
(4%)
various activities
organised to create new
numbers
Revenue from cross
sell of loans etc
# Target Vs
Achievement
(4%)
various activities
organised to create new
numbers
Revenue form Old
Book Management.
# Target Vs
Achievement
(4%)
various activities
organised to increase
Business from existing
Customers – Old Book
Management.
Customer
Satisfaction Index
# Index
(4%)
1. Low down time of
service
2. Enhance service
accessibility
3. Effectiveness of
complaint handing
4. Zero escalations in
Complaints
F. Minimum Requirements
Level of Education: Graduation in any discipline
Experience 10 years minimum in similar field
Prepared By Date
Signature
Commented [A2]: Change to CASA value
Commented [A3]: Add Cross sell of loans
Commented [A4]: Change to Old book management
Reviewed By Date
Signature