This role is responsible for co- planning, cascading and implementing sales operating plans to achieve targeted market share for the emerging market location cluster’s through acquisition and engagement of channel partners. The role is also responsible for overseeing operations and enabling client servicing in the cluster with the objective of maximizing sales.
Organization Context
Aditya Birla Sun Life AMC Limited, the investment manager of Aditya Birla Sun Life Mutual Fund, is a joint venture between the Aditya Birla Group and the Sun Life Financial Inc. of Canada. The joint venture brings together the Aditya Birla Group's experience in the Indian market and Sun Life's global experience.
Established in 1994, Aditya Birla Sun Life Mutual Fund (ABSLMF), is co-sponsored by Aditya Birla Capital Limited (ABCL) and Sun Life (India) AMC Investments Inc.Having total domestic assets under management (AUM) of over to Rs.2380 billion for the quarter ended September 30, 2020, ABSLMF 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). ABSLMF has an impressive mix of reach, a wide range of product offerings across equity, debt, balanced as well as structured asset classes, sound investment performance and over 7 million investor folios as of September 30, 2020
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. Its offerings also include Portfolio advisory services for High Net worth individuals as well as offshore funds for Non Resident Indians. 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. ABSLAMC was amongst the first Fund Houses to set up Digital efficiencies.
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
d) Strong Distributor Delivery Mechanism – The Company has developed a 4 -pronged sales/delivery mechanism to ensure maximum reach and penetration to the end customers. This mechanism includes Company’s direct Channels (branches/online), Independent Financial Advisors (IFAs), National Distributors (ND) and Banks.
e) Regulator Interface – ABSLAMC plays a key role in the Association of Mutual Funds in India (AMFI) with quite a few members of the top management being a part of the AMFI Board. It has hence ensured that it can discuss any new Industry development from a regulatory perspective at the initial stages with the Regulator as well as the Industry Association
f) People Management – ABSLAMC believes in continuously measuring the perception of its people using a 4-S approach, namely Satisfaction, Say, Stay and Strive, which has enabled it to garner a workforce committed and aligned to the overall business success.
About Aditya Birla Capital
Aditya Birla Capital Limited (ABCL) is the holding company for the financial services businesses of the Aditya Birla Group.
ABCL’s subsidiaries have a strong presence across Protecting, Investing and Financing solutions, ABCL is a universal financial solutions group catering to diverse needs of its customers across their life stages. Powered by more than 21,000 employees, the subsidiaries of ABCL have a nationwide reach with 800+ branches and more than 2,00,000 agents / channel partners and several bank partners.
KRA (Accountabilities) (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
KRA1
Increase and sustain sales growth and AUM for the cluster
o Works with Regional Head to finalize the business plan for the financial year based on overall organizational agenda
o Strategizes and creates a roadmap to achieve the sales targets through increase in gross sales, net sales, AAUM and SIP count
o Collects market intelligence from competitors, clients and distributors to design sales strategies
KRA2
Business growth, distributor engagement and management
o Drives engagement for all channel partners in the cluster.
o Drives analysis to assess opportunity to engage new distributors for increasing market share
o Decides appropriate pricing of specific deals based on distributor analysis
o Proactively seeks opportunity to connect with top distributors regularly to ensure higher recall
o Drives addition of new SIPs to increase overall market share in the region
KRA3
o Oversees capability building of both internal and external resources by means of regular updates and education through NIPUN initiatives
o Oversees activation of new IFAs to ensure business through each empanelled IFA
o Works closely with the marketing team to ensure increase in brand visibility and recall amongst distributors
o Proactively collaborates with BD team to facilitate set up of Market Representatives (EMs) in emerging markets
o Drives sales for emerging markets by closely monitoring business establishment and growth through EMs
KRA4
Compliance and process improvement
o Ensures 100% adherence to statutory regulations and compliance requirements in the cluster.
o Enables seamless communication and coordination with CS and Ops teams at branches and cluster level to ensure high service standards
KRA5
o Drives information updates on sales portal to ensure historical data is captured and to enable process enhancements
o Ensures effective contact management with the channel partners to enable continuous sharing of product knowledge
o Ensure BWS compliance
