Having started in marketing, Diana Sinclair quickly gravitated towards CRM and loyalty because of its ability to directly influence customer behaviour and commercial outcomes.
Over time, she has worked across customer strategy, program development and value proposition design. In her current role as Senior Loyalty Manager, leading the My Dan’s Membership program at Dan Murphy's, Sinclair is focused on evolving loyalty strategies and experiences that drive long-term customer and business value.
Loyalty sits at the intersection of data, technology and human behaviour, and Sinclair was drawn to the opportunity to combine commercial thinking with experiences that genuinely resonated with customers.
Sinclair said that loyalty has evolved from transactional programs to strategic platforms, with a much stronger focus on experience and emotional connection.
She added that the most successful programs will move beyond rewards to create connected ecosystems that deliver relevance, recognition and genuine value. The future of loyalty will be defined by how well brands balance technology with human experience.
Leading and evolving the My Dan’s program at Dan Murphy's has been a defining highlight of her career. She found it incredibly rewarding to help shape such an iconic program and work alongside a passionate team committed to continuously improving the customer experience.
She has also been fortunate to work with leaders who demonstrated that authenticity and empathy are powerful leadership strengths. They built trust, empowered their teams and created high-performing cultures.
Those qualities have shaped how Sinclair leads today and the values she prioritises. She continues to be motivated by the opportunity to do meaningful work in customer-focused organisations and to collaborate with talented people who are passionate about their work.
Over the years, Sinclair has learned to back herself, even before she feels ready. She said that imposter syndrome can hold you back, but every perspective is valuable, and growth comes from stepping into opportunities with confidence.
Say yes to opportunities, even if they feel outside your comfort zone. Careers aren’t linear, and every experience, both good and challenging, helps shape your perspective and who you become as a leader.
Discover the stories of more women in business here
