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
- 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
