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