THE ASSOCIATE
Role Description
Purpose
FNB Branch Banking is seeking innovative opportunities which will enable us to improve on our
ability to build Enduring Rewarding Relationships with our customers. FNB’s branch network is
the channel which has the greatest ability to influence our relationships with our customers.
The FNB Associate Model aims to create an enabling and supportive environment where by
recognizing and rewarding top talent and granting them the longer term rights to operate the
business of the branch, as FNB employees, they will:
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Have a greater degree of empowerment in the operation of their business
Effectively and efficiently manage costs
Sustainably outperform revenue growth when compared to the hurdles
Appropriately manage risk and compliance
Remain in their businesses for the longer term
Attract, grow and retain the best staff
The Role
The Associate is granted the right to sell specified products and services, and to service our
customers utilizing specified marketing, operational and management formats. Coupled to this,
the Associate enjoys a higher level of empowerment than that experienced by branch managers
in traditional branches of today.
The Associate leads a banking operation with a degree of difficulty that contributes a significant
percentage to Branch Banking’s profitability. This includes the management of a fully fledged
merchant store front branch that offers a wide range of FirstRand products and services
The Associate’s remuneration and reward is structured in such a way that the Associate shares in
the profit growth of his business and has the ability to distribute a portion of this profit to the top
talent in his/her branch. In other words, the Associate and staff share in the value that is created.
How does the role differ from that of the Branch Manager role?
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The Associate has consistently performed at an exemplary level as a branch manager, not
only against the Balanced Scorecard, but against other performance metrics.
The Associate meets the competencies mentioned below and has what it takes to deliver
against the performance hurdles.
Success in the role requires an understanding of business with an appetite for risk. What is
needed is someone who will look at the current branch operating model and local market
opportunities critically and insightfully. They will find ways of changing things for the better by
improving efficiencies and profitability and seeking and exploiting opportunities to grow their
business. This is not a challenge for someone who will do things the way they have “always
been done”.
Success in this role requires the ability to strategize and execute - Not just a “big picture”
person.
Success will require “getting your hands dirty” – must be able to see the big picture and
translate this into practical action. Successful Associates climb in and do what needs doing –
they don’t just “manage”.
Success will also require an Associate who is passionate about and able to make the venture
work for the entire team – everyone will need to put in effort and make sacrifices for it to
become more profitable for all.
What sort of person should apply?
This opportunity should suit someone who:
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Wants to take more direct control of his/her working life and income.
Understands the opportunity and strategy, but is a strong hands-on person willing to operate
the branch for a longer term, for example at least 5 years.
Requirements
Qualifications
Minimum Qualifications:
 Must have a minimum qualification at an NQF level 5 (a minimum of 120 credits) and
studying towards NQF 6 and higher
 Appropriate FAIS accreditation required to provide advice and sell the financial products and
services offered by a branch as well as manage people providing advice and selling these
same products.
Experience
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Minimum of 3 years branch management / leadership experience
Prior Credit experience is an advantage but not critical
Competence
The Associate is an exemplary individual who has a number of core strengths, namely, 
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Financial Management
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Analyses financial statements and reports
o Is able to interpret all financial statements (balance sheets, income statements,
cash flow statements) and notes
o Identifies areas for improvement through the analyses of financial statements
o Demonstrates a very good understanding of the financial performance report
(FPR) and a working knowledge of branch specific financial measures and trend
analysis
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Management of costs
o Manages operational costs in line with the branches budget by leveraging
efficiencies, cost avoidance and cost control
o Identifies areas of cost saving through data analysis and interpretation
Business Acumen
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Drives sustainable business performance
o Understands the key business drivers and how to leverage these
o Identifies areas for revenue generation through data analysis and interpretation
o Understands the use of ratio’s and appropriate financial benchmarks
o Understands the cost-benefit model to ensure that the highest rate of return is
achieved
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Customer Relationship
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Branch Sales Planning
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Manages risk effectively
o Ensures branch compliance to the specifications in the various Acts, impacting
on the branch
o Understands the implications of undermanned frontline positions during peak
times on customer service, and demonstrates the ability to capacity manage staff
to overcome this risk.
o Manages all other resources to optimally manage cost vs revenue
Impact and Influence
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Drives sales initiatives in the branch
o Actively and energetically promotes a sales culture within the business that will
lead to the achievement of targets
o Identifies and exploits sales opportunities
o Utilises practical tactics needed to achieve projected sales targets (hunting
ability)
o Demonstrates ability to canvass customers via cold calling techniques
o Manages the activities of a sales team
Risk Management
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Develops and implements a business and sales plan
o Understands the local market opportunities, micro economic factors and future
prospects
o Identifies results from market analyses to identify potential market segments
o Demonstrates an ability to develop and implement solid business plans and
business cases applicable to the running of a branch.
o Demonstrates the ability to tie sales back to the various components of the
income statement that are affected
Sales Orientation
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Drives customer relationship management
o Establishes a profitable customer base
o Facilitates the establishment of rewarding and enduring relationships with top
customers
o Facilitates the identification of the top customers per branch
o Identifies appropriate solutions to meet customer needs
o Builds networks with internal and external stakeholders and leverage these for
mutual benefit (customers, business units, etc)
Demonstrates a high level of personal drive
o Displays a personal vision of what he/she wants to achieve in life
o Overcomes any obstacles that may prevent him/her from achieving that vision.
o Displays self-confidence,
o Displays self motivation,
o Displays energy and drive needed in order to be successful at managing a
business
People Management
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Applies people management processes in own work environment
o Demonstrates the ability to successfully operate at a ‘manager of managers’
level
o Demonstrates the ability to lead a complex branch
o Demonstrates the ability to coach team members to successfully perform
managerial functions
Responsibilities
Financial:
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Ensure that the performance hurdles are met.
Personal:
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Management of personal risk and image – high levels of maturity, integrity, honesty and
business ethics are called for in someone that will effectively represent the Bank.
Customer / Market:
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Strategic marketing: Understand the needs and expectations of customer niches, and
develop appropriate local responses to opportunities presented.
Product and service delivery: Ensure that products and service meet the needs of these
niches and that a suitable sales and service strategy is executed to meet contracted targets.
Build networks to drive acquisition and retention of high-value customers.
Develop appropriate presence and image in communities and with stakeholders served or
impacted by the branch.
Operational:
Fulfil the FNB Associate model requirements. These include:
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Adherence to
o business and banking specific risk and compliance processes
o operational business processes
o transformation / EE and other people-related requirements
Provision of M.I. / reports required by the Bank and other stakeholders
People:
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Recruit and retain a full and appropriate staff complement.
Ensure that staff complement is competent (training, development, coaching, mentoring).
Provide direction and performance-manage team to ensure delivery of contracted results.
Through the FNB Associate Model, there is an opportunity for select, highly competent people, to
take greater risk and accountability for their businesses and to share in the increased profit
generated.