Basic FunctionHF Sinclair is seeking an experienced and strategic Brand Manager to lead the development, stewardship, and execution of the Sinclair brand across consumer, distributor, and partner touchpoints. This role is responsible for ensuring brand consistency, driving brand equity, and aligning brand strategies with business objectives across B2C and B2B channels.
The Brand Manager will serve as the primary guardian of the Sinclair brand, overseeing brand positioning, campaign strategy, governance, approvals, licensing, and communications. This role partners closely with Marketing, Sales, Operations, Analytics, Legal, Corporate Communications, agency partners, and external stakeholders to ensure all brand initiatives support the company's strategic goals and reinforce a consistent and compelling brand experience.
Job Duties- Lead the development and implementation of Sinclair's brand strategy, positioning, and annual planning in alignment with B2C, Loyalty and B2B marketing objectives.
- Develop and oversee brand campaign strategies that strengthen brand awareness, preference, and market differentiation.
- Own and maintain Sinclair brand guidelines, ensuring consistent application across marketing, operations, loyalty programs, and legal/compliance requirements.
- Maintain and manage the annual Brand Marketing Calendar on SharePoint and communicate key initiatives, milestones, and priorities across the organization.
- Lead Sinclair's DINOCARE and premium fuel brand strategies, ensuring targeted messaging, activation and adoption plans to support business growth.
- Ensure consistency across all brand communications, serving as the final brand approver for campaigns, creative assets, and communications materials.
- Manage the brand approval workflow and governance process, including ownership and administration of approval/tracking platforms similar to Filestage.
- Oversee brand licensing programs and branded merchandise initiatives in partnership with the B2C Marketing team.
- Coordinate and manage requests for use of Sinclair trademarks, logos, imagery, and other branded assets while ensuring compliance with established brand standards.
- Act as the primary liaison with Corporate Communications on brand-related issues, announcements, and special projects.
- Manage agency relationships and performance, serving as the primary contact for Agency of Record partners.
- Provide brand oversight and guidance for strategic partners, including Lubricants and Joint Venture relationships.
- Develop and maintain brand governance processes that ensure compliance and consistency across all customer, partner, and internal touchpoints.
- Update and maintain brand marketing dashboards, reports, post-campaign analyses, and performance summaries to measure brand effectiveness and campaign results.
- Maintain and support Salesforce reporting related to Brand Marketing activities and performance tracking.
- Coordinate and organize brand marketing resources including presentations, newsletters, quarterly playbooks, templates, and internal communications.
- Serve as the Brand Marketing team's Salesforce Sales Cloud focal point, identifying and implementing process improvements that enhance efficiency and visibility.
- Collaborate with cross-functional teams to ensure brand initiatives support broader business, marketing, customer, and operational objectives.
- Special assignments or tasks assigned by the employee's supervisor, as determined from time to time in their sole and complete discretion.
Experience- 7+ years of professional marketing experience.
- 5+ years of brand management, brand marketing, or integrated marketing experience.
- Proven experience developing and implementing brand strategy and positioning initiatives.
- Experience managing creative, advertising, and marketing agencies.
- Experience overseeing brand governance, approval processes, and brand standards.
- Experience working with cross-functional stakeholders including Operations, Legal, Communications, Sales, and Marketing.
- Experience managing marketing performance reporting, dashboards, and campaign analysis.
- Experience utilizing CRM platforms and reporting tools such as Salesforce.
- Experience managing brand licensing, partnerships, sponsorships, or co-branded initiatives preferred.
Preferred Experience- Experience in petroleum products, convenience retail, consumer packaged goods, franchising, or hospitality industries.
- Experience working with SharePoint, Salesforce Sales Cloud, Filestage, or similar workflow and reporting platforms.
- Experience managing corporate identity systems and large-scale multi-location brands.
- Experience overseeing premium product branding and loyalty-related marketing programs.
Education LevelBachelor's degree in Marketing, Communications, Business Administration, or a related field.
Required Skills- Brand Strategy Development & Execution
- Brand Positioning & Governance
- Integrated Marketing Planning
- Cross-Functional Leadership
- Project Management & Organization
- Presentation & Communication Skills
- Brand Compliance & Approvals
- Marketing Analytics & Reporting
- Strategic Thinking & Problem Solving
- Stakeholder Relationship Management
Preferred Skills - SharePoint Administration
- Marketing Workflow Platforms
- Brand Licensing & Merchandise Programs
- Creative Brief Development
- Copywriting & Content Review
- Agile Methodology and Ways of Working
Supervisory/Managerial ResponsibilityMay oversee agency partners, external vendors, and third-party consultants supporting brand strategy, creative development, reporting, and licensing programs. May provide direction and mentorship to marketing coordinators, specialists, or future brand team resources.
Work ConditionsHybrid - In general, work from home on Mondays and Fridays. Work from the SLC/Dallas office Tuesdays, Wednesdays, and Thursdays. On occasion there will be a business need to come to the office on a Monday or Friday. Certain events, sponsorships, meetings, and brand activations may require weekend work.
Travel - Approximately 20-30% travel by land and air as required. Subject to all weather and varying road conditions.
BenefitsHF Sinclair offers a comprehensive benefits package designed to support the well-being of our employees and their families. Our benefits include, but are not limited to, the following:
- Medical Insurance
- Vision Insurance
- Dental Insurance
- Paid Time-Off
- 401(k) Retirement Plan with match
- Educational Reimbursement
- Parental Bonding Time
- Employee Discounts
We are committed to fostering a supportive and inclusive work environment, ensuring our employees have the resources needed to thrive professionally and personally. Benefit eligibility is governed by official plan documents, for more details visit Total Rewards.
Physical Requirements 
