Regional Manager BD Passives Business

This role is responsible to drive Passive (ETF & Index) across all sales channelsat respective regional level.

Dimensions

Remarks

1

Drive Passive (ETF & Index) adoption by enabling Sales not replacing them.

Continuously coordinate with Regional Heads Center Heads & RMs to push Passive drive in the respective zones. Train RMs for passive market share.

2

Track & report Passive performance (MIS dashboards)

Maintain micro level MIS for respective Zone.

3

Increase in AUM/market share

Execute HO Vision & product wise strategies at zonal level.

4

Strategic Alliances

1. Tie up with existing distributors. Identify new age distribution models and recruit them for passive fund.
2. Conduct Event training workshops.

Organization Context

Established in 1994 Aditya Birla Sun Life 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 Birla Sunlife Mutual Funds and currently ranks as the third largest fund Management houses in India with a total Average AUM base of over INR 2 Lakh 47 Thousand crores (as on March 2018). Out of the 43 fund houses in the country ABSLAMC ranked 1st in Fixed Income AUM and 5th in Equity AUM category respectively. As of March 2018 the Average AUM market Share of the organisation was approx 10.75%. The company grew its investor client base by 44% to about 5.2 Mn from 3.6 Mn from the previous year thereby bagging a second position in this category.

Distribution Network: ABSLAMC has a footprint in more than 250 locations across the country with approx 68000 IFAs 210 National Distributors & 40 banking partnership. ABSLAMC also has its offshore presence through its rep offices in Singapore Dubai & Mauritius. The employees strength of ABSLAMC is approx. 1350 employees (On rolls and Associates as on November 2017). ABSLAMC has a customer base of approx. over 5.2 million customers as on March 2018 with total gross sales of approx. 19 lac crores

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. There are approx. 119 schemes managed by the organisation as on March 2018. 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:

• 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
• 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.
• Research based approach ABSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in
• 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 Companys direct Channels (branches/online) Independent Financial Advisors (IFAs) National Distributors (ND) and Banks.
• 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
• 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.

Key Challenges for the role are as follows:

1. Passive AUM growth in zone (indirect influence metric). Focus on building scheme level AUM month on month basis. Handling multi-department queries is critical parameter.
2. Develop & build Distributor base conduct training on product level Drive product campaigns across the region. Add new distribution setup to the channel.
3. MIS accuracy & timeliness CRM discipline. Identify sales gaps with the help of MIS and implementing solutions to bridge them.
4. Branch level RM Training & support system development milestones Building product proficiency in RMs of Sales vertical.

Business Development

• To run product specific campaigns across sales verticals.
• To communicate with all distributors with the help of sales team and position passive products.
• To identify new MFDs/RIAs and provide end to end support in setting up business platform for them.
• Initiates dialogues on partnerships and deliverables with potential channel partners and leads their acquisition to increase the distribution reach of ABSLAMC passive products.
• Identifies new avenues like digital platforms through which ABSLAMCs passive product portfolio can be introduced.

Operational excellence

• To liaise with operations and tech team and aid sales team to execute ETF deals
• To set up customized distributor specific transaction processes
• To resolve all the ongoing and existing issues with respect to transactions flow brokerages or process flow
• To liaise with operations compliance and technical teams to revamp existing processes.

AUM

• Assesses prevailing market condition & identify right product mix for each and every sales segment.
• Directly responsible to drive Day to day incremental AAUM of the Business.
• Drive NFO campaigns to maximize base AAUM.
• Run campaigns to bring incremental AAUM scheme wise.

Internal

MIS

Daily

To review our target & align all sales vertical with the progress

Operations

Daily

Assist ops team on deal execution/distributor enrollment

External

Business Development

Daily

Drive net incremental AUM coordination with various sales team branch level meetings distributor/partner meetings new products introduction liaising in setting up transaction platform & operational flow Brokerage discussion.