Atomberg Technologies - Manager - Loyalty Program & Trade Marketing

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.