Consumer Engagement & Loyalty Manager

HF Sinclair•Dallas, TX

2d•Onsite

About The Position

HF Sinclair is seeking an experienced, customer-focused Consumer Engagement & Loyalty Manager for its Retail Fuels Division. The role leads the development, execution, and optimization of consumer engagement strategies to support customer acquisition, loyalty participation, retention, and lifetime value. It manages Sinclair’s consumer engagement ecosystem, including loyalty initiatives, CRM programs, lifecycle marketing, DINOPAY engagement, mobile app marketing, consumer promotions, and customer research. The manager serves as the primary liaison among internal marketing teams, technology partners, loyalty vendors, and agency partners, ensuring engagement initiatives and offers support brand, business, and growth objectives. The position combines strategic leadership with hands-on management of consumer engagement programs, loyalty performance, and consumer experience optimization. It may oversee agencies, vendors, consultants, contractors, specialists, or future digital marketing team members. The role is office-based and requires up to 15–20% travel by land and air. Occasional work in a petroleum refinery environment, including exposure to chemicals, pressure vessels, and tanks, may be required. The position requires the ability and willingness to relocate and is subject to varying road and weather conditions.

Requirements

At least 7 years of professional marketing experience.
At least 5 years of experience in loyalty marketing, CRM, customer engagement, retention marketing, or lifecycle marketing.
Bachelor’s degree in Marketing, Business Administration, Communications, Customer Experience, or a related field.
Demonstrated experience developing and managing customer engagement or loyalty programs that deliver measurable business results.
Experience using 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 using analytics tools and customer insights to inform decisions.
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, PDI ParTech, Paytronix, Salesforce Loyalty Management, or comparable platforms.
Skills in consumer engagement strategy, loyalty program management, loyalty and rewards platforms, CRM and lifecycle marketing, customer segmentation and personalization, marketing automation, customer journey mapping, consumer research and Voice of Customer, performance analytics and reporting, agency and vendor management, project and budget management, data analysis and performance optimization, cross-functional collaboration, strategic thinking and problem solving, competitive analysis and loyalty strategy development, business and financial acumen, customer experience (CX), UI/UX and consumer journey design, and executive presentation and communication.
Ability and willingness to relocate.
Ability to travel up to 15–20% by land and air.
Ability to work occasionally in a petroleum refinery environment, including exposure to chemicals, pressure vessels, and tanks, and to work subject to varying road and weather conditions.

Nice To Haves

Experience in petroleum products, convenience retail, consumer packaged goods, hospitality, restaurants, 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.
Familiarity with Salesforce Marketing Cloud, Salesforce CRM, Qualtrics, customer data platforms (CDP), and marketing automation platforms.
Knowledge of consumer insights and research methodologies, Agile methodology and ways of working, and customer experience strategy.
Experience with gamification, loyalty engagement mechanics, contests, and promotional program development.
Experience with loyalty economics, offer optimization, and customer lifetime value (CLV) modeling.

Responsibilities

Develop and execute consumer engagement strategies supporting customer acquisition, retention, frequency, and loyalty objectives.
Lead the strategic direction and growth of Sinclair’s loyalty ecosystem and consumer engagement programs.
Manage lifecycle marketing initiatives, including acquisition, onboarding, activation, retention, and win-back campaigns.
Lead CRM strategy, segmentation, personalization, and automation across email, SMS, mobile app, push notifications, and emerging 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 behavior, engagement trends, and program ROI.
Establish and monitor loyalty and consumer engagement KPIs; provide 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.
Support testing and optimization across loyalty platforms, CRM communications, offers, and customer journey touchpoints.
Develop and maintain a multi-year loyalty program roadmap, identifying capabilities, features, offers, partnerships, and enhancements to drive acquisition, retention, and engagement.
Monitor competitive loyalty and rewards programs, fuel discount strategies, and consumer engagement trends; recommend enhancements to 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 customer experience features.
Complete special assignments or tasks assigned by the supervisor.
May 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.