Press Release: Liquid Barcodes Welcomes New Staff to Expanding North American Team
Leading global loyalty and digital marketing technology platform expands U.S. team and market presence
FAIRFAX, VA – June 24, 2025 – Liquid Barcodes Inc., the leading loyalty platform for convenience, is aggressively expanding its headcount in North America, announcing several Q2 new hires.
Erin Sunderman has joined Liquid Barcodes as director of customer success. Sunderman will lead the Customer Success team operations across the U.S. and Europe and will be an influential member of the global management team. “I am eager to join this ambitious team and look forward to helping retailers achieve success with their loyalty programs throughout their journey,” says Sunderman.
Sunderman brings a wealth of experience in loyalty, marketing, and analytics and will be a fantastic asset to the global team and retail customers. Most recently, she served as Customer Insights and Loyalty Manager for the 170-plus store convenience chain United Dairy Farmers, and before that, she worked with loyalty data at The Kroger Company. She also devoted years to customer research powerhouses Ipsos Marketing and IRI (Information Resources, Inc).
In April, Liquid Barcodes welcomed Steve Siegel as a sales director, coming from P97 Networks and previously leading Circle K’s media sales. Siegel will be working with convenience chains to help them implement world-class loyalty and subscription solutions. “The Liquid Barcodes sales team has a proven track record, and I’m excited to contribute my thought leadership on the expansion of loyalty and subscriptions here in the U.S. like our customers enjoy around the globe,” shared Siegel.
Also, Liljana (Lea) Marom will soon join the U.S. team as an onboarding project manager. Marom will provide new retail customers with concierge services to ensure a smooth program implementation. Marom joins the team with a strong SaaS and technical background, most recently with Zoom. “I have worked with several segments in the technology sector and it will be exciting to learn and implement the many loyalty program options Liquid Barcodes offers,” says Marom.
Saurabh Swarup, Liquid Barcodes GM for North America, expressed: “North America is the world’s largest convenience store market, and we are thrilled to invest in additional resources to meet our expansion objectives. This year, we’ve expanded our sales and customer success teams, increased our marketing investments in convenience industry events, enhanced our involvement with the NACS and Conexxus, and look forward to adding to our rapidly growing customer portfolio.”
Liquid Barcodes CEO Mats Danielsen added: “We are dedicated to delivering seamless, frictionless, and innovative app-based loyalty and subscription solutions for convenience retailers. Our goal is to foster sustainable customer engagement and loyalty by aiding retailers in boosting sales through rewards, incentives, gamification, and subscription programs. This year, we launched the Foodservice Frequency Booster to help convenience retailers exponentially grow their foodservice sales. I look forward to our newest additions to help bring these products to life.”
Liquid Barcodes, a NACS Hunter Club Member and a Member of Conexxus, will exhibit at the upcoming 2025 NACS Show in Chicago. Liquid Barcodes is also a premier sponsor of Insight’s 2025 Best Foodvenience Store in the World competition and is excited to feature these retailers at their booth at the NACS Show in live conversations and podcast recordings.
Liquid Barcodes serves several leading global retailers including Circle K, 7-Eleven, Loop Neighborhood Market, Sunshine Gasoline, H&S Energy, Maxol, Reitan Convenience, Moeve (Cepsa), and FEMSA/Valora Retail. Liquid Barcodes has recently welcomed several new U.S. convenience retailing clients, including Nisqually Markets, Seasons Corner Market, Daily’s, Exprezo, S&S Petroleum, and Han-dee Hugo’s.
About Liquid Barcodes
Liquid Barcodes is the leading loyalty platform for convenience retailers. Unlike other solutions, ours has been designed from the ground up to retain member engagement and activity. Every aspect, from the fundamental system architecture to the small details that make our loyalty apps such a joy to use, is crafted to ensure a highly personalized, gamified experience.
Our loyalty programs are so engaging and visually appealing that members remain active over time, making us better than any other solution at retaining your members’ attention. Increased attention translates into increased impact. Ultimately, these differences will make your loyalty program a more powerful and effective tool when you work on increasing basket size and visit frequency.
Learn more about Liquid Barcodes at liquidbarcodes.com.
For more information, contact:
Saurabh Swarup, GM North America, saurabh.swarup@liquidbarcodes.com
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