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BP has announced the appointment of Claire Farrant as its new VP of marketing for the mobility and convenience retail business in Europe.
Farrant previously served as marketing director at Lidl UK, where she played a part in expanding the grocer’s market share in the UK’s supermarket sector.
In her new role at BP, she will report to Tracey Clements, the SVP of mobility and convenience retail in Europe, and will be responsible for the evolution of a “transformative” marketing strategy to drive growth.
In this goal, she will focus on enhancing customer engagement, loyalty and digital transformation across BP’s European retail business, while leveraging strategic partnerships for sustained growth.
Prior to joining Lidl in 2015, she held many senior roles at Tesco during her decade-long career.
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.”
Farrant added: “I’m thrilled to join BP at such an exciting time in its retail transformation. I’m looking forward to working closely with the team to develop and implement a strong marketing strategy across our nine European markets.
“We’re putting the customer at the very heart of everything we do, focusing on growing our brilliant loyalty programmes and delivering an outstanding, convenient retail experience.”
