Sales Services Manager – Loyalty & Retail Excellence

Role Overview The Retail Program Manager will own the end-to-end design, execution, optimization, and governance of Retail / Loyalty programs aimed at driving retailer acquisition, engagement, retention, and incremental sales growth. This role combines program strategy, analytics, CRM, partner management, and operational excellence, acting as a critical interface between Sales, Marketing, IT, Finance, and external partners to deliver measurable commercial outcomes and superior retailer experience. Key Responsibilities 1\. Retail & Loyalty Program Strategy * Own the overall loyalty program framework, including value proposition, reward structures, tiers (e.g., premium / gold members), and earn–burn mechanics. * Drive member acquisition, activation, engagement, retention, and reactivation through data-driven initiatives. * Design and optimize schemes, promotions, and incentive programs to maximize incremental sales and ROI. * Build and manage annual and quarterly program roadmaps aligned with commercial priorities. 2\. Performance Analytics & KPI Ownership * Define, track, and report key KPIs including: * Active retailer base * Engagement and participation rates * Redemption efficiency * Incremental sales uplift * Program ROI and cost-to-serve * Partner with Analytics and Finance teams to conduct scheme-level, cohort-level, and vendor-level ROI analysis. * Develop leadership dashboards and actionable insights for Sales and Marketing teams. 3\. Program Operations & Retailer Help Desk * Own the Retailer Help Desk, managing: * 1.2+ lakh retailer/member records * Data hygiene, updates, and accuracy * Retailer queries, escalations, and SLAs * End-to-end responsibility for: * Member benefit calculations * Approval workflows * Disbursements and settlements * Retailer communications and notifications * Ensure process rigor, audit readiness, and operational governance across all programs. 4\. CRM, Lifecycle & Communication Management * Design and execute retailer lifecycle journeys: * Onboarding & activation * Engagement nudges * Tier progression * Inactivity and win-back * Leverage CRM platforms (e.g., Salesforce or equivalent) for segmentation, personalization, and campaign execution. * Own communication strategy across digital and assisted channels (App, SMS, WhatsApp, Email, on-ground). 5\. Retailer Engagement & Field Enablement * Own retailer engagement across digital and physical touchpoints. * Liaise closely with Sales teams across India to ensure: * Strong program advocacy * Scheme clarity and adoption * Timely issue resolution * Support field execution through training materials, FAQs, playbooks, and enablement tools. 6\. Partner & Vendor Management * Manage ecosystem partners including: * Rewards and redemption vendors * Technology/service providers * Marketing and communication agencies * Lead commercial negotiations, service fee optimization, and performance reviews, delivering significant annual cost savings. * Monitor redemption mix and partner performance to ensure optimal economics and member satisfaction. * Track market trends across loyalty ecosystems and continually refine benefits. 7\. Technology, UX & Process Excellence * Act as business owner for loyalty technology platforms. * Collaborate with IT/Product teams to: * Improve UI/UX and retailer journeys * Simplify workflows and automate manual processes * Strengthen system integrations and data flows * Lead UAT, enhancements prioritization, and post-launch reviews. 8\. Governance, Finance & Compliance * Ensure compliance with legal, finance, taxation, and audit requirements. * Own program budgets, accruals, forecasting, and reconciliations. * Establish clear governance for: * Scheme approvals * Vendor onboarding * Claims validation and controls Skills & Competencies Functional & Technical * Retail / Trade Loyalty Program Management * CRM platforms (Salesforce or equivalent) * Program & Marketing analytics (ROI, segmentation, cohort analysis) * Vendor and contract management * Financial modeling and benefit-cost optimization * Strong Excel and reporting/dashboard skills Behavioral & Leadership * Strong cross-functional collaboration and influence * Data-driven decision-making * Structured problem-solving mindset * Commercial negotiation skills * High ownership, attention to detail, and execution excellence Qualifications & Experience * Bachelor’s degree in Business, Marketing, Engineering, or related field * 6–10 years of experience in Retail Programs, Loyalty, Sales Excellence, Trade Marketing, or CRM roles * Experience managing large-scale B2B / trade loyalty programs preferred * Exposure to FMCG / Agri-inputs / Retail ecosystems is an advantage What Success Looks Like * Sustained growth in active retailer base and engagement * Measurable incremental sales and ROI from loyalty initiatives * High retailer satisfaction and seamless program experience * Strong governance, audit compliance, and cost optimization