The purpose of the business development function and executives at Aditya Birla Sun Life AMC involves undertaking several tasks, programs and projects to develop and implement growth opportunities between the AMC and its different distribution channel partners and within the AMC itself. In essence, this role is responsible for centrally engaging with channel partners (PSU Banks, Old Private Sector banks, New Aged banks, Coop Banks and select TPD partners) to strengthen the relationships and drive for increase in market share measured in terms of AUM,Customer acquisition, Gross Sales and SIP market share across Debt & Equity products.The job purpose of the channel managers is to work with the Channel Heads in a manner that leads to full coverage of the channel that are assigned to them and the entire breadth and depth of the channel is fully explored from a business development perspective. For instance, there are approximately 48 partners on the Alternate Channel space. Each distributor may have multiple avenues through which they distribute mutual funds – online, HNI, Advisory, Tele, Sub-Broker etc. At the same time, each of these distributors have their own hierarchy of research, product teams and business teams.
Job Context/Job Challenges:
Established in 1994, Aditya Birla Sunlife Asset Management Company, (ABSLAMC) is a joint venture between Aditya Birla Group and Sunlife Financial Inc., a leading international financial services company in Canada.ABSLAMC is a fund manager for Aditya Birla Sunlife Mutual Funds and currently ranks as the fourth largest fund Management houses in India with a total domestic AUM of close to Rs.2540 billion (As on June 2019). ABSLAMC is one of the leading fund houses in India based on domestic average AUM as published by the Association of Mutual Funds of India (AMFI). ABSLAMC has an impressive mix of reach, a wide range of product offering across equity, debt, balanced as well as structured asset classes, sound investment performance and over 7 million investor folios as of June 30th, 2019.Distribution Network: With a PAN India presence across 300 locations, ABSLAMC is committed to deepening mutual fund penetration in the country. The company is ceaselessly working to enhance the appeal of mutual funds across a wider set of investors and advisors across India. Part of this effort includes introducing smart solutions, user friendly services & conveniences which simplify mutual fund processes with digitization for both – investors as well as distribution partners. ABSLAMC has a footprint in locations across the country with approx 45,000 IFAs, 350 National Distributors ,85 Private banking & 48 Alternate Channels banking partnership. ABSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees’ strength of ABSLAMC is 1000 + employees (On rolls as on June 30th, 2019). ABSLAMC offers investors a range of comprehensive investment options, which includes diversified and sector specific equity schemes, hybrid funds and a wide range of debt and treasury products. Additionally ABSLAMC has various other business lines such as Portfolio Management Services, Real Estate Investments & Alternative Investments Funds. The Company follows a long – term, fundamental research based approach to investment and thrives to provide a transparent and ethical services to its investors.
One of the key challenges for ABSLAMC has been to maintain a balance between moving with dynamic and constantly changing regulatory norms of the country and maintaining growth and profitability in the extremely competitive market. And some of key strengths of the organization that have helped it to sustain and grow are:
a)Focus on Technology – The organization has been in the forefront in implementing technological innovation to foster innovation and also to improve efficiency for its stakeholders, whether it is employees, clients or distributors
b)Product Innovation – ABSLAMC has been known to be a pioneer in terms of products and has a history of launching innovative, category defining products like Birla Cash plus, etc.
c)Research based approach – ABSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in
KRA (Accountabilities) (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
KRA1
1) Product Communication
Develop communication content for existing & new products
Regular communication for India Fixed Income products which includes monthly & quarterly fund presentation & factsheet.
Create presentations and reports which address the changing market scenario from time to time.
KRA2
2) Product Development
Develop New Product ideas.
Working with the investments team on structuring of the new product
Develop content for new product including Product presentation
KRA3
3) Knowledge Management and Business Support
Build & Maintain consultant databases
Handholding of Sales team for Fixed Investment Product
Build & Maintain DDQ/ RFI
