BP has appointed former Lidl marketing director Claire Farrant as its new vice-president of marketing for the mobility and convenience retail business in Europe.
Farrant’s previous experience includes a decade-long stint in senior roles at Tesco before joining Lidl in 2015.
She played a crucial role in expanding Lidl’s market share and was involved in streamlining brand consistency and optimising marketing costs across 32 markets while launching the marketing strategy for the discount grocer’s rewards programme Lidl Plus.
Farrant will report to Tracey Clements, senior vice-president of mobility and convenience for retail in Europe, and lead the transformative marketing strategy to drive growth.
Her focus will be on enhancing customer engagement, loyalty and digital transformation across BP’s European retail business while leveraging strategic partnerships for sustained growth.
Clements said: “We are delighted to welcome Claire to BP. Her exceptional leadership and proven track record of driving growth in the competitive supermarket sector make her a valuable addition to our team.
“Claire’s arrival comes at a pivotal moment as we evolve our marketing strategy to align our convenience retail offering with changing consumer behaviour on the roadside.”
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