Mutual Fund Specialist

Role Summary

We are looking for a seasoned, results-oriented professional to lead digital sales and revenue growth for mutual fund products, with a strong focus on driving SIP registrations, SIP book growth, and lumpsum investments across owned digital assets and partner ecosystems.

The role will be responsible for developing and executing the digital sales strategy, maximizing customer acquisition and activation, improving investment conversion, and driving sustainable AUM growth through the website, mobile app, partner platforms, and integrated B2B and B2C channels.

The ideal candidate will bring strong expertise in digital financial services, mutual fund distribution, customer lifecycle management, funnel optimization, campaign orchestration, and revenue growth, along with the ability to work cross-functionally with Product, Marketing, Technology, Analytics, and Business teams.

Key Responsibilities

1. Digital Sales Strategy & Revenue Growth

• Develop and execute the digital sales strategy for mutual fund products, driving SIP and lumpsum investment volumes across all digital channels.
• Own business targets for SIP registrations, SIP book growth, lumpsum inflows, digital AUM, and revenue contribution.
• Drive growth across the mobile app, website, campaign landing pages, and Bajaj and external partner ecosystems.
• Identify new digital business opportunities, distribution partnerships, and revenue streams to accelerate mutual fund penetration.
• Build scalable strategies to improve customer acquisition, activation, retention, and repeat investments.
• Monitor business performance and implement corrective actions to consistently achieve growth targets.2. Digital Funnel & Customer Conversion
• Own the end-to-end digital investment funnel, from customer discovery and lead generation to onboarding, KYC, transaction completion, and repeat investments.
• Identify conversion bottlenecks and drive initiatives to improve funnel efficiency and reduce customer drop-offs.
• Partner with Product, UX, Analytics, and Technology teams to optimize customer journeys and simplify investment processes.
• Drive initiatives to improve customer activation, first-time investment conversion, SIP mandate completion, and transaction success rates.
• Leverage customer insights and data-driven experimentation to improve engagement and conversion.3. Campaign Orchestration & Channel Integration
• Lead the orchestration of marketing campaigns and sales initiatives across B2C and B2B channels.
• Work closely with Marketing and Performance Marketing teams to plan and execute campaigns for SIP acquisition, SIP top-ups, lumpsum investments, and cross-sell opportunities.
• Drive integrated customer engagement through push notifications, WhatsApp, email journeys, paid media, and other digital touchpoints.
• Align campaigns with business priorities, customer segments, market opportunities, and product propositions.
• Ensure seamless coordination between digital platforms, partner channels, relationship teams, and other distribution channels to maximize investment conversions.
• Track campaign performance and optimize spends based on conversion, acquisition cost, and return on investment.4. Customer Lifecycle & Portfolio Growth
• Develop strategies to increase SIP retention, recurring contributions, SIP top-ups, and repeat lumpsum investments.
• Build targeted engagement programs based on customer behavior, investment preferences, transaction history, and lifecycle stage.
• Drive cross-sell and upsell initiatives across mutual fund categories and other relevant investment products.
• Improve customer lifetime value, repeat investment rates, and long-term AUM contribution.
• Collaborate with customer engagement and service teams to address friction points affecting investment continuity.5. Business Analytics & Performance Management
• Establish and monitor business dashboards covering acquisition, activation, transaction conversion, SIP performance, AUM growth, and digital revenue.
• Analyze customer funnels, campaign ROI, cost per acquisition, channel productivity, and investment trends.
• Translate business insights into actionable growth strategies and measurable improvement plans.
• Present periodic business reviews, performance updates, and growth recommendations to senior management.
• Drive a culture of data-led decision-making, accountability, and continuous optimization.6. Stakeholder & Team Management
• Lead cross-functional initiatives involving Mutual Fund Product, Digital Product, Marketing, Technology, Analytics, Operations, Compliance, and partner teams.
• Build strong working relationships with internal business units and external distribution partners.
• Define business priorities, establish execution plans, and ensure timely delivery of strategic initiatives.
• Lead and mentor team members, where applicable, while fostering a high-performance and results-oriented culture.
• Ensure adherence to applicable SEBI, AMFI, and internal compliance requirements across customer communication, campaigns, and digital investment journeys.

Key Performance Indicators (KPIs)

• SIP registrations and monthly SIP book growth
• SIP value and retention rate
• Lumpsum investment inflows
• Digital AUM growth and net inflows
• Digital sales and revenue contribution
• Customer acquisition and activation rates
• App and website investment conversion rates
• Cost per acquisition and campaign ROI
• Repeat investment and customer retention rates
• Partner-channel productivity and contribution
• Digital funnel completion and transaction success rates

Desired Candidate Profile

Experience

• 7–12 years of overall experience in digital sales, wealth-tech, fintech, mutual funds, banking, broking, or investment platforms.
• Demonstrated experience in driving digital business growth and investment product sales through app, web, and partner ecosystems.
• Strong understanding of mutual fund distribution, digital acquisition, customer engagement, and investment conversion.
• Experience managing cross-functional stakeholders and leading large-scale digital growth initiatives.
• Prior team management and business ownership experience will be preferred.

Educational Qualification

• MBA / PGDM in Marketing, Finance, Business Management, or a related discipline preferred.
• NISM certification.

Key Skills & Competencies

• Strong understanding of mutual fund products, including SIP, STP, SWP, and lumpsum investments.
• Expertise in digital sales strategy, business planning, and revenue growth.
• Proven capability in funnel optimization, customer lifecycle management, and conversion improvement.
• Experience in campaign orchestration across B2B and B2C channels.
• Strong analytical skills with exposure to SQL, Google Analytics, CRM platforms, and business intelligence dashboards.
• Excellent stakeholder management, communication, negotiation, and execution skills.
• Strong commercial orientation, strategic thinking, and data-driven decision-making.

Preferred Industry Background

• Asset Management Companies (AMCs) – Digital Business / Direct Sales
• Wealth-tech and fintech investment platforms
• Banks and stockbroking firms
• Digital mutual fund distribution platforms
• BFSI digital acquisition, growth, and customer engagement teams

Role Expectation: The candidate should combine strategic business ownership with strong execution capabilities to scale digital mutual fund sales, strengthen channel orchestration, improve investment conversion, and deliver sustainable digital AUM and revenue growth.