BP has announced the appointment of Claire Farrant as Vice-President of Marketing for its retail division in Europe. With a decade of retail experience, Farrant has held senior roles at Tesco before joining Lidl in 2015 as its Marketing Director. During her eight-year tenure at Lidl, she played a pivotal role in elevating the challenger supermarket to one of the “big six” supermarkets in the UK.
In her new role at BP, Claire Farrant will be responsible for enhancing customer engagement and loyalty, driving digital transformation across BP’s European retail business, and leveraging strategic partnerships. This move is part of BP’s commitment to strengthening its convenience retail offerings.
Claire Farrant is the third key addition to BP’s retail team, following the appointments of Joanne Hall from Sainsbury’s to lead its UK retail operations and Teresa Lindley from Waitrose as its UK Trading Director.
Farrant will report to Tracey Clements, Senior Vice-President of Marketing at BP, who praised her “exceptional leadership” and track record of driving growth. Clements emphasized that Farrant’s arrival comes at a crucial moment as BP evolves its marketing strategy to align with changing consumer behavior.
Commenting on her new role, Claire Farrant expressed her excitement about joining BP during a transformative period for its retail operations. She emphasized the company’s customer-centric approach, with a focus on expanding loyalty programs and delivering exceptional retail experiences.
