Sales Services Manager - Loyalty & Retail Excellence

Responsibilities

• 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.
• 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.
• 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.
• 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).
• 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 .
• 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.
• 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.
• 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

Additional Information

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.

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