Job Description

ABC Digital Ltd.


Assistant Program Manager - Housing Finance


Location: Thane - GCorp, Maharashtra



Job Purpose


Assistant Program Manager person is responsible for tracking the customer funnel movement from potential customers (leads) into actual clients. This role typically involves tracking, monitoring and analysing various stages of the sales funnel to maximize conversion rates. Tasks might include coordination with the various stakeholders where the lead is generated, collaborating with sales teams, and analysing data to refine the funnel's effectiveness.
Job Context & Major Challenges


Job Context/Job Challenges:Organizational Context

ABC Digital has been incorporated as a wholly owned subsidiary of Aditya Birla Capital in 2023 to engage in distribution of Aditya Birla Capital products and providing services to customers, including web-based services, e-commerce, and payments facilities and allied activities.

ABC Digital is developing an omni-channel based D2C platform (website and app) to acquire new customers and serve them seamlessly. In addition, ABC Digital has started a virtual engagement management through inbound and outbound calling. Also, ABC Digital is engaged in cross-selling different ABC products to walk-in branch customers.

ABC Digital is collaborating with all ABCL subsidiaries to deliver a truly personalized and seamless omni-channel experience for both new and existing customers by building capacity and enhancing productivity through investments in talent, technology, marketing, and data and analytics.

About the Aditya Birla Capital Virtual Relationship Business -

Key Challenges for the role -

Ensuring consistent sales performance and lead conversion from various sources

Making sure the lead flow is seamless to the call center ( inhouse and outsources as per the planning Coordinating with Internal Teams: Interacting and coordinating with internal teams for obtaining business approvals and addressing credit, underwriting, and other operational requirements.
Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

KRA1 Lead generation . Develop and execute a comprehensive lead generation strategy to attract potential clients along with Marketing and internal team.

Identify and leverage appropriate channels such as social media, content marketing, paid advertising, and partnerships!

Monitor industry trends and competitor activities to refine the lead generation approach


KRA2 Lead segmentation and qualification Collaborate with marketing and sales teams to establish clear criteria for qualified leads.

Collaborate with Analytics team to get the lead scoring system to prioritize and segment leads based on their potential value and readiness to convert.

Implement an effective lead nurturing process to engage and educate prospects over time.


KRA3 Sales Funnel optimization and Revenue enhancement Analyze the sales funnel stages and identify bottlenecks or areas of improvement

Optimize each stage of the funnel for higher conversion rates, addressing pain points and objections.

Help to conduct A/B test landing pages, email campaigns, and other conversion points to enhance effectiveness.

Track the conversions done through the lead and manage the Life cycle of these customers .


KRA4 Data Analysis and Optimization Track and analyze key metrics related to the lead funnel's performance, such as conversion rates, engagement rates, and ROI.

Generate regular reports to provide insights into the effectiveness of different strategies and tactics.

Use data-driven insights to make informed decisions and adjust strategies as needed.


KRA5 Technology and Automation &Communication Implement marketing automation tools to streamline lead nurturing and communication processes.

Stay up-to-date with the latest marketing technologies and tools to enhance efficiency and effectiveness.

Stay informed about industry best practices, emerging trends, and changes in customer behavior.

Proactively suggest and experiment with innovative strategies to improve the lead funnel's performance.

Ensure proper integration between different systems to maintain a seamless flow of data.


KRA6 Collaboration with Internal and LOB stake holders Collaborate with the internal stake holders ,External vendors ( CC) and the LOB stake holders for issuance /Disbursement of cases at each stage of the Lead/Sales Funnel


Minimum Experience Level


5 - 12 years
Job Qualifications


Under Graduate