Business ABSLAMC

Unit ABSLAMC

Location Multiple
Poornata Position Title of the Reports to: Poornata Channel Manager or
Relationship Manager
job Position Title Branch Head
Reports to: Function Sales & Marketing
Function Sales & Marketing
Reports to: Retail Sales
Department Retail Sales
Department

HayGroup Job Description Template 2017

1) Job Purpose: Write the purpose for which the job exists
This role is responsible for managing a set of relationships, acquisition of new relationships and driving
mutual funds sales through different channels like Banks, Mutual Fund Distributors & National
Distributors.

You will be our RELATIONSHIP ROCKSTAR! Your role is to advertise Aditya Birla mutual funds products in
your market through various channels. You will be acting as an investment/financial planner and educate
the market and customers on our products. People invest in mutual funds to increase their money, plan
for retirement etc. But every customer has a different need & people may think mutual fund is risky! Your
job is to explain & guide them correctly. Hence your KNOWLEDGE on our funds and market becomes
crucial. Investors will only give their hard earned money to you when they TRUST you. So you will be our
KNOWLEDGEABLE TRUSTWORTHY RELATIONSHIP ROCKSTAR!

2) Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a
better understanding of the scope and scale of the job.
Manpower- Individual contributor
AAUM Market Share – 10 to 15 % depending on the
Business Number’s (Targets are different for
location
different location)
Gross Sales Amount Equity Target- 15% of the location
target
Gross Sales Market Debt- 15% of the location target
New SIP Count- 15% of the location target
Candidate is expected to have general understanding of
market knowledge & macroeconomics.

Broad understanding of financial products & investment

options

Complete understanding of mutual fund industry and type

of products AMC offers
Knowledge & Know How
Fundamentals of financial planning

Sound knowledge on investment planning

Basic understanding of regulatory framework

Basic excel

3) Job Context & Major Challenges:

HayGroup Job Description Template 2017

3) Job Context & Major Challenges:

Organisation 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

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.

As of September 30th, 2020, Aditya Birla Capital Limited manages aggregate assets under management
around Rs. 3000 billion, has a consolidated lending book of over Rs. 575 billion, and an active customer
base of over 20 million, through its subsidiaries and joint ventures.

Aditya Birla Capital Limited is a part of the Aditya Birla Group, a US$ 48.3 billion Indian multinational, in
the league of Fortune 500. Anchored by an extraordinary force of over 120,000 employees, belonging to
42 nationalities, the Aditya Birla Group operates in 36 countries across the globe.

Job Context –

Retail is an equally important arm of the MF business as compared to institutional. It helps the AMC
garner equity assets, which is the most profitable asset in this business. It also helps in increasing the
reach and penetration of various products across various geographies. There are multiple channels
involved in this set up; namely – IFA, ND, PCG & Banking. Retail expansion is another critical parameter
for success in increasing reach. Apart from generating sales from existing POS, creating new POS to
increase distribution base is an important element of the retail business.

HayGroup Job Description Template 2017

3) Job Context & Major Challenges:

Key challenges –

1. High Market Share – Creating top of the mind recall in the minds of the ND/Banks or IFA’s is
another important challenge in this role. With the presence of over 35 players in the industry, we
need to have a high recall, which will lead to enhanced market share.
2. Practices adopted by competition – To be able to sell your products in an environment where stiff
competition forces market players to adopt various pricing and incentive strategies, which we
may not be able to match.
3. Service issues – Ensuring that all service related issues of ND, Banks or IFA’s and their investors
are sorted out with a quick TAT. Servicing is a very critical aspect of the relationship and if issues
are not sorted out in adequate time, it may lead to relationship turning sour with the ND.

4) Principal Accountabilities
Accountability
Retail Sales – Both gross sales & net 1) Drives ongoing sales from the defined relationships and
sales & SIP numbers
Distributor Empanelment & Engagement
To achieve the targeted number of new
SIPs
Supporting Actions
contribute towards regions achievements
2) Obtains and analyzes information from market to identify
new clients, makes direct pitches, liaises with channel
partners to increase sales
3) Profiles distributors and caters to their requirements to
ensure ongoing business from them
4) Ensures targeted number of folios are added and achieves
targeted amount of new SIPs.
1) Identify IFAs/Banking partners who have the requisite
Conducts regular meetings and contact with the
distributors
2) Undertakes empanelment and activation of
distributors
3) Disseminates updates and other product related
information in timely manner
4) Organizes and executes trainings and engagements for
partners
1) Focus on the unique offering in this segment to
maximize sales.
2) To communicate and educate the distributors about
its advantages and potential as a tool for wealth
creation.

HayGroup Job Description Template 2017

To ensure that the targeted number of
new investors (folios) is added
Reporting and compliance
1) Ensuring that maximum existing investors of all IFAs
are investing with us.
2) To support IFAs in new initiatives to help them
increase their client base.
1) Ensures 100% compliance with internal reporting &
audit systems
2) Updates sales portal with requisite information to
facilitate information collation and analysis

5) Personal Traits Required:

 Street smartness & ability to influence

 Strong interest in mutual funds, equity market & macroeconomics
 Should possess analytical skills
 Ability to convince and negotiate with a confident and determined approach
 Should possess effective communication and presentation skills

HayGroup Job Description Template 2017