Lidl's Marketing Pro Fueled for a New Journey as VP of Marketing at BP

Claire Farrant

BP has appointed Claire Farrant as its vice-president of marketing for its retail division in Europe.

Farrant brings extensive retail experience to the oil giant, having served in senior positions at Tesco for ten years before joining Lidl as the marketing director in 2015. During her time at Lidl, she played a crucial role in transforming the challenger supermarket into one of the top six supermarkets in the UK.

At BP, her responsibilities include improving customer engagement and loyalty, as well as driving digital transformation in their European retail business. Additionally, she aims to capitalize on strategic partnerships to further enhance the company's growth.

Claire Farrant has been hired by BP as the third addition to their convenience retail team. BP previously hired Joanne Hall from Sainsbury's and Teresa Lindley from Waitrose for their UK retail operations. Farrant will report to Tracey Clements, the senior vice-president of marketing at BP. Clements believes that Farrant's exceptional leadership skills and proven ability to drive growth will be an invaluable asset to the team. Clements also mentions that Claire's arrival is timely, as BP is currently working to align their convenience retail offering with evolving consumer behavior on the roadside.

Regarding her appointment, Farrant expresses enthusiasm about joining BP during this thrilling phase of its retail transformation. She is excited about collaborating closely with the team to create and execute a robust marketing strategy across the nine European markets.

The main focus is on prioritizing the customer and ensuring that they are at the core of every decision. The emphasis is on expanding their exceptional loyalty programs and providing an exceptional and convenient retail experience.

Our Website has approached Lidl for comment on its plans to replace Farrant’s role.