ROLE PURPOSE:

Lead and manage the end-to-end trade loyalty, influencer, and retail-enablement ecosystem. This role is responsible for driving acquisition, active engagement, and retention across key influencer cohorts (Electricians, Shop Boys/Counter Sales Executives) and retailers. Additionally, you will spearhead initiatives like Retailer App adoption, Google My Business optimization, and Store Locators to improve counter-level sales velocity and trade stickiness.

KEY RESPONSIBILITIES:

1. Influencer Loyalty & Retention Management (Electricians & Shop Boys):

- Drive active participation and repeat transaction frequency across cohorts; build structured retention and win-back strategies for dormant members.

- Ensure seamless points earn-and-burn mechanics, reward catalog relevance, and timely payouts (UPI/Bank/Vouchers).

- Monitor fraud prevention mechanisms, scan validations, and secondary sales hygiene across all incentive programs.

2. Retailer App Driving (Adoption, KYC & Engagement):

- Own the operational roadmap and North Star metrics for the B2B Retailer App (Daily/Monthly Active Users, Order Placement, Scheme Engagement).

- Drive rapid onboarding and full KYC compliance across the general trade network in collaboration with the field sales team.

- Conceptualize gamification, personalized nudges, targeted notifications, and exclusive in-app trade promotions to build daily app habits.

- Act as the functional liaison between Sales, Trade Marketing, and Tech/Product teams to resolve bugs, enhance UX, and launch new features.

3. Counter Velocity Initiatives:

- Manage local visibility programs to drive offline footfall, including Google My Business (GMB) profile optimization and store-level ratings/reviews for retail outlets.

- Maintain and optimize the brand's digital Store Locator, ensuring accurate dealer data, geo-tagging, and high search discoverability.

- Link consumer footfall initiatives with counter-level retailer engagement to demonstrate clear value to the channel.

4. Analytics, Budgeting & Governance:

- Track and report program performance metrics: Cost-to-Serve, Incremental Revenue Lift, Redemption TAT, KYC Approval Funnel, and Cohort Churn Rates.

- Manage the annual trade loyalty budget, maintaining optimal allocation across reward payouts and marketing spend.

- Deliver regular ROI readouts and strategic recommendations to leadership.

MUST-HAVE EXPERIENCE:

Qualification:

- MBA - 2018 - 2023 Passout.

Experience:

- 4 - 8 years of experience in Trade Marketing, Loyalty Program Management, or Channel Digital Engagement within FMCD, Electricals, Building Materials, Paints, or FMCG sectors.

Domain Knowledge:

- Deep understanding of General Trade mechanics, influencer behavior (contractors/electricians), and retail counter dynamics (shop boys).

Technical Familiarity:

- Hands-on experience working with loyalty platforms, B2B retailer apps, CRM tools, and local SEO / GMB management tools.

Analytical Skills:

- Strong analytical acumen with proficiency in Excel/BI tools to interpret cohort retention, scheme ROI, and funnel drop-offs.

Communication & Collaboration:

- Proven track record of working closely with field sales teams, agency partners, and tech vendors to drive ground-level adoption.