Job Purpose

The responsibility of this role is to plan, implement and achieve the sales targets for the branch by developing channels like Banking, National Distributors and IFAs for central & harbor suburbs through distributor engagement & expansion.

Job Context & Major Challenges

Job Context/Job Challenges:Organisation ContextEstablished in 1994,Aditya Birla Sun Life Asset Management Company, (ABSLAMC) is a joint venture between Aditya Birla Group &Sunlife; Financial Inc.,a leading international financial services company in Canada.ABSLAMC is a fund manager for Birla Sunlife Mutual Funds ¤tly; ranks as the fourth largest fund Management houses in India with a total Average AUM base of over INR 2 Lakh 45 Thousand crores(as on Nov 2017).Out of the 42 fund houses in the country,ABSLAMC ranked 1st in Fixed Income AUM &5th in Equity AUM category respectively. As of November 2017, the Average AUM market Share of the organisation was approx 10.73%.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 200 locations across the country with approx 65,000 IFAs, 210 National Distributors & 85 banking partnership.ABSLAMC also has its offshore presence through its rep offices in Singapore,Dubai & Mauritius.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 &thrives; to provide a transparent ðical; services to its investors.One of the key challenges for ABSLAMC has been to maintain a balance between moving with dynamic &constantly; changing regulatory norms of the country &maintaining; growth &profitability; in the extremely competitive market. &some; of key strengths of the organization that have helped it to sustain &grow; are:

Focus on Technology-The organization has been in the forefront in implementing technological innovation to foster innovation &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 &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.Robust Distributor Delivery Mechanism-The Company has developed a 4-pronged sales/delivery mechanism to ensure maximum reach &penetration; to the end customers. This mechanism includes Company’s direct Channels (branches/online), Independent Financial Advisors (IFAs),National Distributors (ND) &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 &Strive;, which has enabled it to garner a workforce committed &aligned; to the overall business success.In context to the organization, the Banking Distribution, IFA &ND; channels are a very integral &critical; part of the Retail Distribution setup.

Plan, organize & manage all activities to drive Retail Sales through all the channels in the region to increase AUM, market share, quality &profit; potential of assets.The Banking Distribution compromises of the Retail &Private; Banks.As these retail channels cater to very different class &set; of clients &client; requirements,it gives us a platform to promote our diversified set of products based on these requirements.

Key Challenges for the role are as follows:

a)To ensure an increase in visibility activities.

b)Lack of a measurement tool for performance, thus the branch manager has to manually maintain &update; performance data.





c)Difficulty of coordination with different channels of distribution

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)KRA1Retail Sales ExecutionDrives ongoing sales from the defined relationships and contribute towards regions achievements

Obtains and analyzes information from market to identify new clients, makes direct pitches, liaises with channel partners to increase sales

Profiles distributors and caters to their requirements to ensure ongoing business from them

Ensures targeted number of folios are added and achieves targeted amount of new SIPsKRA2Retail Sales Execution

Distributor Empanelment & EngagementConducts regular meetings and contact with the distributors

Undertakes empanelment and activation of distributors

Disseminates updates and other product related information in timely manner

Organizes and executes trainings and engagements for partnersKRA3Reporting and complianceEnsures 100% compliance with internal reporting & audit systems

Provides weekly reports to Regional Heads

Updates sales portal with requisite information to facilitate information collation and analysis

Undertakes installation of advertising and publicity materials for brand visibilityKRA4Branch AdministrationEnsure branch administration in order to help maintain and grow sales in the region.

Ensure good rating for the branch and get well equipped for internal audit.

Ensure compliance and SEBI code of conduct issues are adhered toKRA5Overseeing Branch administration and monitoring branch issues to ensure a smooth delivery of service to clientsFacilitate smooth operations of the branch including branch imprest, administration, operations and client servicing standardsKRA6Providing relevant reports to management for assigned territory.Furnishing relevant sales reports of the branch to Cluster & Zonal HeadKRA7Managing and monitoring team members for better productivity1. Facilitating regular training, guidance and development of team members

- Ensuring AMFI Certification of team members
- Monitoring performance of RM’s on monthly basis and take corrective measures if achievement deviates from the required achievements.

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