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Sales Life Insurance

Thane, Maharashtra, India
April 29, 2020

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SUDHIR KUMAR SOOD Mobile: +982******* E-Mail:

Business Head National Head

Growth Catalyst ~ Powerful Sales Strategist ~ Valued Leader ~ Distribution Setup and Scale

Domain: Retail Assets (Unsecured & Secured), Life Insurance, Health Insurance, Motor Insurance & Building Material Industries

Executive with an entrepreneurial spirit and track record of implementing the necessary business development strategies to accomplish breakthrough sales objectives while creating unique market-entry strategies.

Unique blend of visionary leadership with expertise that reflects year-on-year success of 18+ years in achieving business growth objectives and optimizing the entire value chain of business. Senior Sales & Distribution Professional with combined multi-disciplinary experience (across Branding & Marketing, Strategy, Industry Analysis, Growth Ownership) with the hands-on approach to nurture an organization. Determined business unit’s mission direction, formulated initiatives & provided strategic advice for achieving corporate strategic goals. Rich distribution exposure in B2C & B2B – Third party, Channel Partnership, Alternate channels, Direct channels & Digital space. Developed & executed customer level engagements that maximized entire customer lifecycle value and resulted in successful product positioning across the market.

Repeatedly produced, improved, sustained top & bottom-line growth in dynamic and rapidly changing markets across PAN India in consumer facing business at Urban & Rural mass markets. Strength in handling wide range of financial products - Personal Loan, Business Loans, Loan Against Property, Home Loans, Used Car & Micro Business Loans, Life Insurance, Health Insurance, Motor Insurance, Fixed Deposits, Mutual Funds. Exceptional in leading start-ups covering strategic planning and operations, business model re-structuring, cost control and effective management of cultural & organizational diversity. Leveraged skills in building and motivating large cross-functional teams that exceed corporate expectations; used interactive & motivational leadership skills with in-depth sensitization to the challenges.



Leadership Excellence, Management Development Program at IIM Calcutta 2012

Certified Wealth Manager by American College & IAIFM (International Academy of Insurance & Financial Management Pvt. Ltd.) 2007

PGDM (Marketing) Institute of Management Development and Research (IMDR), Pune 2002

Bachelor of Engineering Punjab Engineering College (PEC), Chandigarh 1999


Recognized as the Founder Team Member of various businesses & brands namely:

oFenesta @DCM Shriram Consolidated Ltd.

oPriority Circle @ICICI Prudential Life Insurance Co. Ltd.

oLaunched STPL – MSME (Personal Loan) @Capital First Ltd.

oLaunched Cross Sell Retail Assets, growing >100% YOY @Capital First Ltd / IDFC First Bank Ltd.

Established CrossSell Personal Loan as fastest & most profitable business for the organization enabling YOY growth of 364% & 178% back to back respectively in FY14/FY15.

Outpaced the Personal Loan portfolio from 188 Cr to 2300 Cr in 2.9 yrs, contributing the highest PBT of 7Cr, 38Cr, 78Cr, 170Cr in FY14/15/16/17.

Known for the launch of industry 1st Instant Personal Loan (STPL) in FY14/FY15, which became the fastest growing product of the organization.

Pioneered highest consistent persistency in life & health products at 89% in FY11 - FY14.

Bagged Top Performing Manager Award in the country consecutively for 5 years from 2004 -2007.

Played a key role by launching the New Product & Category with the brand name FENESTA in FY02/03.



National Head - Retail Assets (Cross Sell) Apr 2019 – Present

Driving P&L through channel delivering 105% YOY growth for the year. Heading CrossSell Retail Assets for the Bank & impacting COA of all retail assets products. Directing the sales of Home Loan, Loan against Property, Business Loans, Used Car, Personal Loan, Micro Business Loans, Life Insurance, Property Insurance, Health Insurance & CASA. Guiding & motivating the Sales, Call Centre, Program & Campaigns Management teams.

Stellar role in the launch of:

oCross Sell Retail Assets business & initiatives with focus on impacting overall bottom-line for the organization, increased the overall business vertical PBT.

oCustomer journey for existing customers across product lines by introducing customer experience & fast turnaround time; examined the entire customer journey across all key segments & products to improve the customer experience at every touch point.

oLaunched Pre-approved & pre-qualified segmentation-based products across retail assets.

oInitiated CrossSell sales opportunities of Retail Asset products on Liability Branch customers.

Positioned CrossSell Matrix strategy for business acquisition cross Assets & Liability customer base of the Bank.

Designed the most profitable acquisition model across retail products, impacting the bottom line & cost to income ratio for the organization while enhancing the portfolio quality across product lines.

Introduced customer segmentation with risk-based pricing across retail asset products.

Head – Sales (Retail Assets - CrossSell) Jun 2017 - Mar 2019

Launched the new vertical & distribution franchise for cross-selling retail assets at PAN India level with teams. Managed sales & program teams for SME & Used Car Vertical of CrossSell. Heading SME Retention as key organization objective & delivered 300 Cr. monthly retention. Systematized Risk & Propensity Score Card for existing retail SME customers with customer-centricity through digital transformation.

Introduced pre-approved programs across products such as Home Loan, Loan Against Property, Used Car, Business Loans, and Micro Business Loans, which expanded the channel by 173% in the year with highest productivity per employee.

Demonstrated abilities in the launch of comprehensive scorecard at CRN level, along with product prepositions.

Planned cross-sell strategies across secured & unsecured product lines with the preposition of average number of products per customer.

Head – Product & Channel Distribution (Personal Loan-Cross Sell) Apr 2016 - Sep 2017

Chalked out company’s strategic roadmap which focused on transformation initiatives for cross-sell personal loan, customer proposition, distribution and customer service models. Spearheaded Distribution Franchise, Partnerships, Product & Program for cross-selling small ticket size Personal Loan business to evolve it as Omni Channel. Drove P&L, Budgeting and Customer Journey for a Personal Loan portfolio of 2300 Cr. with PBT of 170 Cr. Closely monitored DSA Pay-outs, employee score cards, product pricing, programs & campaigns for cross-sell customers.

Responsible for P&L, Budgeting, Business & Manpower Planning of the vertical.

Launched critical fundamental business innovations to create Omni Channel for personal loan through cross-functional collaboration entailing Propensity score cards, Risk based Pricing, Paperless Journey, Customer Segmentation (Green Channels), Service to Sales and Omni Channel.

Augmented cross-sell distribution, set-up & automation in the processes.

Introduced incentive and performance scorecards for DST/call centre & employees.

Initiated monthly/quarterly R&R programs for the distribution franchise - DSA/Partners/ DSTs/Call Centres/Employees & drive business efficiency parameters.

Steered system enhancements / projects to enhance user & customer experience.

Analyzed portfolio quality & delinquent segments to curb the loss rates.

Head – Alliances (Personal Loan) Nov 2014 - Mar 2016

Actively involved in launching & setting-up the distribution of Industry 1st ‘Instant Personal Loan’ to service across consumer segments. Supervised all functions of Customer Acquisition, Product Development, Portfolio Performance, Sales & Distribution planning, Distribution Pricing, Channel Payouts, Topline & Bottomline for the franchise. Collaborated with Risk, Projects, BIU, RCU, Policy, Collections and Credit for product enhancements and enhanced portfolio performance.

Leveraged skills in building +500 Cr. book value in 1st year of the launch, targeting customer acquisition with credit history and new to credit segments, which became the fastest growing vertical of the organization.

Pivotal in setting-up PAN India Strategic Partnership & Distribution Business Models namely Third-Party Distribution – DSA Model, Proprietary Sales Force – DST Model, Fintech Collaborations & Partnership – Digital and POS at Two-Wheeler Dealers & Consumer Durable Stores – Point of Sale.


Head – West

Effectively led Mumbai, Rest of Maharashtra, MP, CG, Gujarat & Goa - Urban and Rural with cross functional teams of Sales, Business Development, Training, Field Operations. Commanded distribution model with +5 lac active distributors on field. Strengthened distributor relations through sales team and built progressive relationship with top line distributors while ensuring repetitive participation in category sales.

Devised & implemented key strategic R&R initiatives in the regions for distributors.

Led sales & business development on and through Amway Distribution at +45 retail branches with business servicing in +300 cities for the region.

Instrumental in launching series of products Life & Health Insurance category along with Motor Insurance category.

Successfully built F2F & e-platforms for seeking ‘Voice of Customer’ at every level of distribution.

Directed, conceptualized & planned projects such as:

o‘Strategize Operational Excellence, aimed at enhancing ease of business & reach (user experience & empowerment) in April 2014

o‘Strategize Distribution Benchmarking for distribution mapping strategy, launched in 2013 (automated)

o‘Strategize Alternate Revenue Stream and Firm-up’ in July 2011 - Launched Motor Insurance category in 2012

o‘Strengthening Backend Processes’ in July 2010 - online automation & digitization, launched in 2011


Sr. Manager – Direct Marketing Apr 2008 - Dec 2009

Acted as National Business Manager, heading partner relationship and overall business line for ICICI Bank & AMEX credit card vertical. Steered New Alliances & Alternate Revenue Streams by exploring opportunities of setting up different business models. Handled sales planning and ensured profitability for the channel. Targeted Business development on 3 business models PAN India. Accountable for end-to-end delivery of business involving processes & sales tools. Delivered topline of 110cr new business in first year of launch. Collaborated with partner business team for data base analytics & strategizing segmented approach. Studied consumer credit card spending behaviors & planning go to market actions for field force.

FOS based Lead Fulfillment Model – Inbound & Outbound customers

oExpansion of sales force from 85 to 950 across country

oSet-up of the sales efficiency model – ‘Appointment based Model’

oLead generation with +350 exclusive call center work stations

Online & Telesales Business Model

oLaunched Pre-approved underwritten products

oLaunched & Set up end to end tele sales process

oDriving sales from +250 exclusive call center work stations for telesales.

Inbound based ‘Service to Sales’ business model

oLarge customer base management creating cross sell opportunities

Collaborated cross-functionally with Marketing, BIU, Compliance, Training/content, Product & Service teams for new campaigns and process re-alignments. Monitoring of sales metrics and analytics around the business.

Built quality contact with consumers and enhancing brand experience.; involved in up-sell / cross sell of targeted segmented programs - Outbound, Inbound, SMS, Emailer, Online, Investors meet & BTL Activities.

Launched automated systems for lead distribution & tracking mechanism on large team.

Created SOPs & sales effective processes, led efficiencies & drove sales force productivity for the campaigns across the country.

Branch Manager – Priority Circle Aug 2004- Mar 2008

Recognized as Mumbai City Head, Founder member of Priority Circle. Pivotal in setting up the HNI distribution footprint in Mumbai. Leveraged Sales Planning & execution, Scaling HNI Sales agency Distribution. Chalked out Breakthrough Propositions & responsible for Positioning to Target Group. Joined as Manager Priority Circle in 2004 and promoted to various levels as Associate Partner, Area Manager and Branch Manager (NS), spearheading Mumbai market.

Defined the job purpose of Area Managers, Sales Managers, Trainers, Channel Development Managers and Operation executives. Led 3 area managers with a team of 55 sales managers with +750 HNI agency force.

Formulated efficient sales & distribution metrics, control systems, processes for sustainable & continuous achievement of sales objectives.

Enhanced performance tracking metrics & structured the tools to monitor key performance parameters of first line managers and the front-line sales force.

Developed & executed the capability & development modules for the team & distribution. Designed well-structured and approved training modules where necessary and ensure the distribution receive continual training to meet their job requirements.

Instrumental in implementing & launching the wealth advisory products like FD, Mutual Funds, General Insurance as a part of portfolio management to target HNI & NRI. Strengthened competence on wealth advisory management in the sales force & agents.


Assistant Manager - Marketing

Started as a Management Trainee and quickly promoted to Assistant Manager- Marketing for a newly launched product category in the country. Contributed as a part of the startup team of FENESTA. Managed Brand and Product launches along with the key large accounts. Started Mumbai set-up from inception involving market research, pricing & B2B corporate presentations to Key accounts.

Accountable for planning & execution of national level brand / product launch. Prepared Sales and Marketing strategy of the startup venture. Ensured efficient utilization of research data towards building & developing new category and to evolve a Brand name – Fenesta.

Assisted heavily in setting business processes and operations for the new category & product at new locations. Proactively studied and implemented the distribution channel for the business.

Played a vital role in facilitation and gathering business problems of clients, structuring and developing solutions for the projects. Worked towards timely delivery of project completion.

Managed ‘A+ & A’ category key accounts & corporate houses in infrastructure industry. Serviced national corporate accounts. Prepared project proposals, carried out pricing & negotiations and responsible for relationship management with key stakeholders of organisation & project.

Successfully tested retail market strategy at Gurgaon, Delhi & Mumbai and gathered understanding of consumer behaviour. Organized large events for brand launch and ensured participation in exhibitions for product awareness & lead generation.



Consultant – Projects


Strategic Planning & Decision Making Sales & Distribution Management P&L Management New Business Development Distribution & Franchise Management Top & Bottom Line Profitability Turnaround Strategy New Product Launch Product Lifecycle Management New Product Costing & Budgeting Multi-Channel Marketing Partner & Franchisee Management Channel Program and Infrastructure Scaling & Execution Product Roll-Out Start-up Management Concept Planning Relationship Building Market Research & Analysis Go-to-Market Strategy Omni Channel Start Ups Market Development Brand Management Capacity Management Team Building & Training

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