BP hires former Lidl UK marketing director for convenience retail role

BP has appointed former Lidl UK marketing director Claire Farrant as VP of marketing for its mobility and convenience retail business in Europe.

Farrant spent ten years in senior positions at Tesco prior to joining Lidl in 2015. At Lidl, she played a crucial role in expanding the retailer’s market share and was responsible for streamlining brand consistency and optimising marketing costs across 32 markets. She also launched the retailer’s marketing strategy for its Lidl Plus reward programme. 

In her new position, Farrant will report to Tracey Clements, BP’s SVP for mobility and convenience retail Europe, and will lead the evolution of a transformative marketing strategy to drive growth. This will focus on enhancing customer engagement, loyalty and digital transformation across BP’s European retail business as it looks to deliver sustained growth.

Farrant’s appointment is part of BP’s wider investment in its convenience retail proposition, which has included the recent appointment of Joanne Hall from Sainsbury’s as UK retail operations director and Teresa Lindley from Waitrose as UK trading director.  

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.”