Head - Digital Sales - AMC

Head - Digital Sales with a AMC

- Highly competitive Digital Distribution channels contributing a significant portion in terms of AMC New customer Acquisition & Purchase Count Volume.

- Digital Distributors is a highly competitive segment of customer engagement, which requires constant innovation, creativity, very high level of engagement with customers through variety of mediums.

- Digital Distributors within the space mutual fund industry has become the primary contributor to New Customer Acquisition, New SIP's & Purchase Transaction Volume. The Participation of any MF Player would be key for the future growth of the business. Segment is in fast growth stage. Though this segment is still small in terms of AUM.

- Digitalisation of Existing Distributors - Total strength of AMC Distribution in Individual Financial Planners (IFA's) is more 80,000 contributing 40% of the MF business & Large ND's, PSU Banks & Private Banks in need to MF Digital support for New Customer Onboarding & Transaction Processing Support. This segment is critical for sustenance of business with reduction of physical transactions.

- Mutual fund has built an array of Products around direct linkage through Application Protocol Interfaces (API's) which can be connected to established industry distribution partners in the space of National Distributors and IFA's.

- Social Platforms have become integral part of consumers life. Communication to the Prospect & existing customers is highly dependent on such Platforms.

- Content & creative development for Social & Website is extremely critical for creating impact to the consumers. All Communication viz creatives need to adhere to the regulatory, Brand guidelines and also need to aligned to Physical communications for uniformity.

- There is a need to have a wide range of communication planned right from contextual, regulatory purposes, Products, Brand empathy, Digital Asset Promotion, Category Awareness etc. The rightfull planning and execution of all in timely and well scheduled manner is critical.

- There are 560 million Internet users & 25% of the same search for financial products. The Digital marketing role is to ensure the visibility of the brand, product, category across users at minimum possible cost and to maximum number of consumers.

- There is need to ensure the maximum conversion of every consumer coming on the platforms through various digital marketing avenues.

Key Challenges for the role are as follows:

- Keeping pace with the technological changes and building new capabilities internally in line with the expectation of the distribution sub segment.

- To coordinate with multiple internal teams and ensure alignment, timely and seamless digital products delivery.

- Constant innovation in the space of Customer Onboarding, there by building seamless user journey / personas.

- Constant improvement in the process of KYC before customer onboarding, managing increased regulatory requirement of customer data.

- To keep abreast with technology trends, regulatory changes and be a proactive first mover in identifying the technologies across digital offerings.

- To execute a product campaign/ activity/ process for high level of customer engagement across channels with uniformity of customer experience

- To balance profitability and channel partner income considerations while taking decisions on pricing within certain ranges and investing in campaigns/ activities to promote brand recall.

- To ensure Simple, clear and transparent communication in line with Regulatory & brand guidelines across Social & Digital Platforms

- Cost Efficiency in the ever-increasing cost of services from Google & Facebook like of Interfaces.