Head - Channel Marketing

2 days ago

Mumbai, Maharashtra, India Aditya Birla Capital Full time

Job Purpose
To provide marketing campaigns and support to all distribution channels so as to augment visibility and help garner sales

Job Context & Major Challenges
Job Context
In this category the Distributor is king¿. He is ourcustomer¿, who in turn `owns¿ the end investor. And the end investor, typically, relies on the advise of the distributor, Thus, to increase market share/expand market, his role is critical.Hence the role of channel marketing is to have proactive initiatives that differentiate us from competition and help us be the preferred MF brand among distributors All our initiatives targeting the distributor should be with the aim of endearing ourselves to him, while empowering the sales team to garner a larger share of wallet from the distributor and get mutual funds to penetrate deeper

Develop process for a centralised and seamless distributor communications

Job Challenges
The distributor is sought after by one and all. Financial compensation appears to be his sole motivation. His loyalty cannot be taken for granted High decibels of communication in this category (budget limited) coupled with Huge spends by competitor AMCs (our spent is limited (3x to 5 x difference in case of competitors) To maintain costs and operate within the given budgets is difficult since the partner requests are varied and the costs associated with it are varied.MIS availability ¿ Setting up the distributor database pan India keeping in mind the various sales constituents and what they need to do to create this one time and then maintaining this database

Key Result Areas
KRA (Accountabilities) (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
KRA1 Create & Support distribution with marketing campaigns to ensure share of wallet at the distributor level which will result in a higher share of the distributors pie Finding innovative and proactive ways of engaging with the Distributors, regularly ¿ being very different from the rest of the pack

Designing sales tools

Designing Distributor invites and direct marketing tools etc

KRA2 To create innovative R&R programs with the help of sales to in order to drive higher channel engagement with distributors Rewards and Recognition programs

Events coordination

Direct Marketing give away

Basic marketing support with respect to product literature

KRA3 To create visibility and sales devices in new channel format like retail to help penetrate newer customer and have different sales channels 1.Branding to be done within the outlets

  • POS / Pop to be developed to get customers to consider the product

KRA4 To help business development in recruitment of new IFAs so that we can get more FOS to market and distribute our products and get more reach for our product 3.Creation of the branded program

  • within it, creation of mailers, contests, rewards catalogue, MLM programs etc

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