Relationship Manager - Direct HNI

Job Purpose

To achieve the absolute sales target & to establish strong relationships, service standards, explore untapped potential clients.

Job Context & Major Challenges

Job Context/ Job Challenges

Organisation Context

Established in 1994, Birla Sunlife Asset Management Company, (BSLAMC) is a joint venture between Aditya Birla Group and Sunlife Financial Inc., a leading international financial services company in Canada.

Distribution Network: BSLAMC has a footprint in 150 locations across the country with approx 45,000 IFAs, 190 National Distributors & 85 banking partnership. BSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees’ strength of BSLAMC is approx. 1000 employees (Onrolls and Associates as on Dec 2015). BSLAMC has a customer base of approx. over 2.5 million customers as on Dec 2015 with total gross sales of approx. 8.8 lac Crores

BSLAMC 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. 176 schemes managed by the organisation as on Dec 2015. 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 BSLAMC 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 – BSLAMC 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 – BSLAMC 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 Company’s direct Channels (branches/online), Independent Financial Advisors (IFAs), National Distributors (ND) and Banks.
• Regulator Interface – BSLAMC 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 – BSLAMC 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.
  
  

Job Context

• Identify & touch base with existing & new client segment, to get business from them, to increase net sales & AUM.
• Adequate planning and strategy.
• Focus on inactive clients & follow activation.
• Synergise with all relevant departments for achieving the desired objective
• Ensuring the overall wealth solutions to HNI customers by Show casing all investment vehicles MF, PMS debt and PMS equity, RE etc
  
  

Key Challenges For The Role Are As Follows

• Increase the AUM with existing clients and strengthen the relationship with them in the given cut throat market situation. Many new players have already entered and some more are expected to enter this segment shortly.
• To build relationships with a newer target segment
  
  

To upsell and cross sell products like real estate and PMS to existing direct UHNIs

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Business Management and achieving the set target o Drive the business by targeting HNI Clients.

• Build a strong connect with target audience for maximizing the mind share and market share.
• Synergize with all relevant verticals for achieving the desired objective.
• Work on customized solution by offering Combo products.
  
  

KRA2 Build strong Client Relationship o Maintain excellent relationship with existing clients and expansion of key clients

• Ensuring high volume of business in the given location/segment to achieve the desired gross sales.
• Develop and maintain key new client base.
  
  

KRA3 Compliance on all regulatory rules o Provide strategic support for service excellence and ensure compliance on all regulatory and internal audit requirements

• Ensure all SEBI/AMFI rules and regulations are strictly complied.
  
  

KRA4 Create a Strong mind Recall for ABSLAMC o Organize meetings with Fund manager/CEOs and Head of Sales.

• Disseminates updates and other product related information in timely manner
• Push for reference of their relatives and social circle.
• Be the wealth one stop solution for investor for all investment related
  
  

Needs.

KRA5

• Absolute Gross Sales- Equity (20%)
• Absolute Gross Sales- Debt & Liquid (20%)
• Net sales in Alternate products (20%)
• Re-activation of Clients (20%)
• NCA/Activities/Engagements (20%) o Incumbent will be on variable pay scheme (Bonus)