Brand Manager
It's an exciting time to join the HF Sinclair Marketing Team in our Retail Fuels Division. Over the last 110 years we have grown to over 1,800 Sinclair sites and have an ambitious growth plan to continue growing significantly over the coming years. HF 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.
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 Level
Bachelor's degree in Marketing, Communications, Business Administration, or a related field.
Required Skills
Brand Strategy Development & Execution Brand Positioning & Governance Integrated Marketing Planning Agency Management Cross-Functional Leadership Project Management & Organization Presentation & Communication Skills Brand Compliance & Approvals Marketing Analytics & Reporting Strategic Thinking & Problem Solving Stakeholder Relationship Management Budget Management
Preferred Skills
Salesforce Sales Cloud SharePoint Administration Marketing Workflow Platforms Brand Licensing & Merchandise Programs Corporate Communications Creative Brief Development Copywriting & Content Review Agile Methodology and Ways of Working Supervisory/Managerial Responsibility
Work Conditions
Hybrid 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 2030% travel by land and air as required. Subject to all weather and varying road conditions.
Benefits
HF 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
Our One HF Sinclair Culture: At HF Sinclair, we are united through our One HF Sinclair Culture, which is underpinned by our five core values of Safety, Integrity, Teamwork, Ownership and Inclusion. Developed to empower our people, our five core cultural values are at the heart of everything we do and extend to how we engage our stakeholders. These values influence our decisions, shape our behaviors and keep us connected across the entire organization. We maintain a true Safety culture for our employees, communities, environments and customers. Our goal is to make sure everyone returns home safely each day. We have a long-standing commitment to Integrity and ethical behavior and do what is right for our employees, investors, communities and the environment. We encourage employees to Step Up and Stand Out by championing a culture of Teamwork and Ownership. We foster a culture of Inclusion by encouraging diversity of experiences, viewpoints and backgrounds. What makes each of us different, together makes us stronger.
About HF Sinclair Corporation
HF Sinclair Corporation, headquartered in Dallas, Texas, is an independent energy company that produces and markets high-value light products such as gasoline, diesel fuel, jet fuel, renewable diesel and lubricants and specialty products. HF Sinclair owns and operates refineries located in Kansas, Oklahoma, New Mexico, Wyoming, Washington and Utah. HF Sinclair provides petroleum product and crude oil transportation, terminalling, storage and throughput services to our refineries and the petroleum industry. HF Sinclair markets its refined products principally in the Southwest U.S., the Rocky Mountains extending into the Pacific Northwest and in other neighboring Plains states and supplies high-quality fuels to more than 1,750 branded stations and licenses the use of the Sinclair brand to more than 350 additional locations throughout the country. HF Sinclair produces renewable diesel at two of its facilities in Wyoming and also at its facility in New Mexico. In addition, subsidiaries of HF Sinclair produce and market base oils and other specialized lubricants in the U.S., Canada and the Netherlands, and export products to more than 80 countries.
Equal Opportunity Employer
HF Sinclair Corporation is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status or any other prohibited ground of discrimination.
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