Basic FunctionHF Sinclair is seeking an experienced and customer-focused Consumer Engagement & Loyalty Manager to lead the development, execution and optimization of consumer engagement strategies that drive customer acquisition, loyalty participation, retention, and lifetime value. This role is responsible for managing Sinclair's consumer engagement ecosystem, including loyalty initiatives, CRM programs, customer lifecycle marketing, DINOPAY engagement, mobile app marketing, consumer promotions and customer research programs.
The Consumer Engagement & Loyalty Manager will serve as the primary liaison between internal marketing teams, technology partners, loyalty vendors, and agency partners to ensure all engagement initiatives and offers align with brand, business and growth objectives. This role combines strategic leadership with hands-on management of consumer engagement programs, loyalty performance and consumer experience optimization.
Job Duties- Develop and execute comprehensive consumer engagement strategies that support consumer acquisition, retention, frequency and loyalty objectives.
- Lead the strategic direction and growth of Sinclair's loyalty ecosystem and consumer engagement programs.
- Manage consumer lifecycle marketing initiatives, including acquisition, onboarding, activation, retention, and win-back campaigns.
- Lead CRM strategy, segmentation, personalization, and automation efforts across email, SMS, mobile app, push notifications, and emerging communication channels.
- Serve as the business lead for consumer loyalty platforms, including DINOPAY and future customer engagement technologies.
- Collaborate with Digital & Social Media Marketing, Brand Marketing, B2B Marketing, Operations, IT, and Analytics teams to deliver integrated customer experiences.
- Develop and manage customer offers, promotions, and loyalty initiatives that drive engagement and incremental revenue.
- Lead customer research, Voice of Customer and consumer feedback programs to identify insights and opportunities for improvement.
- Partner with analytics teams to measure loyalty effectiveness, customer behaviors, engagement trends and program ROI.
- Establish and monitor loyalty and consumer engagement KPIs, providing regular reporting, insights, and recommendations to leadership.
- Manage relationships with loyalty vendors, CRM partners, financial services partners, agencies, and other third-party providers.
- Support the development and execution of co-branded credit card programs, gift card initiatives, and partner-funded promotional opportunities.
- Identify and evaluate emerging loyalty technologies, customer engagement trends, and personalization opportunities.
- Coordinate customer engagement support for promotions, sponsorships, new product introductions, loyalty activations, and brand campaigns.
- Create and maintain dashboards, performance reports, campaign recaps, and executive summaries related to loyalty and customer engagement activities.
- Support testing and optimization efforts across loyalty platforms, CRM communications, offers and customer journey touchpoints.
- Develop and maintain a multi-year loyalty program roadmap, identifying new capabilities, features, offers, partnerships and enhancements that drive customer acquisition, retention, and engagement.
- Monitor competitive loyalty and rewards programs, fuel discount strategies, and consumer engagement trends to recommend program enhancements and maintain marketplace competitiveness.
- Partner with pricing, payments, and commercial teams to align loyalty offers, discount strategies, and customer value propositions with business objectives.
- Collaborate with Sinclair distributors, marketers, and sales to support loyalty adoption, program participation, and customer engagement across the network.
- Lead the evolution of mobile app engagement capabilities, including gamification, contests, partner offers, and new customer experience features.
- Special assignments or tasks assigned to the employee by their supervisor, as determined from time to time in their sole and complete discretion.
Experience- 7+ years of professional marketing experience.
- 5+ years of experience in loyalty marketing, CRM, customer engagement, retention marketing, or lifecycle marketing.
Preferred Experience
- Experience in petroleum products, convenience retail, consumer packaged goods, hospitality, restaurant, retail, or franchise organizations.
- Experience with Salesforce Marketing Cloud, Salesforce CRM, Qualtrics, or similar customer engagement platforms.
- Experience leading loyalty programs, customer rewards programs, or membership-based initiatives.
- Experience with mobile app engagement and digital customer experiences.
- Experience managing credit card, payment, or financial-services-related marketing partnerships.
- Experience leveraging customer research and Voice of Customer programs to improve business performance.
Education LevelBachelor's degree in Marketing, Business Administration, Communications, Customer Experience, or a related field.
Required Skills- Consumer Engagement Strategy
- Loyalty Program Management
- Loyalty & Rewards Platforms
- CRM & Lifecycle Marketing
- Customer Segmentation & Personalization
- Marketing Automation
- Customer Journey Mapping
- Consumer Research & Voice of Customer
- Performance Analytics & Reporting
- Agency & Vendor Management
- Project Management
- Budget Management
- Data Analysis & Performance Optimization
- Cross-Functional Collaboration
- Strategic Thinking & Problem Solving
- Competitive Analysis & Loyalty Strategy Development
- Business & Financial Acumen
- Customer Experience (CX), UI/UX, and Consumer Journey Design
- Executive Presentation & Communication Skills
- Proven experience developing and managing customer engagement or loyalty programs that deliver measurable business results.
- Experience utilizing customer data, segmentation, and personalization strategies to improve marketing performance.
- Experience managing CRM and marketing automation platforms.
- Experience developing customer lifecycle journeys and engagement strategies.
- Experience managing agencies, technology vendors, and third-party partners.
- Experience utilizing analytics tools and customer insights to inform decision-making.
- Experience developing reporting dashboards and translating customer data into actionable business recommendations.
- Experience collaborating with cross-functional marketing, technology, operations, and business teams.
- Experience working with franchise, distributor, dealer, or multi-location retail business models.
- Experience evaluating and enhancing loyalty program structures, rewards strategies, and customer value propositions.
- Experience developing competitive analyses and translating market insights into loyalty program enhancements.
- Experience managing customer engagement platforms or loyalty technology providers such as Punchh, ParTech, Paytronix, Salesforce Loyalty Management, or comparable platforms
Preferred Skills
- Salesforce Marketing Cloud
- Salesforce CRM
- Qualtrics
- Mobile App Engagement Strategy
- Customer Data Platforms (CDP)
- Marketing Automation Platforms
- Consumer Insights & Research Methodologies
- Agile Methodology and Ways of Working
- Customer Experience (CX) Strategy
- Gamification, loyalty engagement mechanics, contests, and promotional program development.
- Experience with loyalty economics, offer optimization, and customer lifetime value (CLV) modeling.
Supervisory/Managerial ResponsibilityMay oversee digital agencies, social media partners, website development vendors, and third-party consultants supporting digital marketing initiatives. May provide leadership and direction to contractors, specialists, or future digital marketing team members.
Work ConditionsOffice based with up to 15 - 20% travel by land and air required. Occasionally will be required to work in petroleum refinery environment including but not limited to chemicals, pressure vessels, and tanks. Ability and willingness to relocate. Subject to varying road and weather 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.
