BP has announced the appointment of Claire Farrant as its new VP of Marketing for its mobility and convenience retail business in Europe.
She previously served as Marketing Director at Lidl UK, where she played a crucial role in significantly expanding the retailer’s market share in the UK. She also had a decade-long career in senior roles at Tesco before joining Lidl in 2015.
Farrant will report to Tracey Clements, SVP of mobility and convenience retail Europe. BP stated that she will lead the “evolution of a transformative marketing strategy to drive growth”. She will focus on enhancing customer engagement, loyalty and digital transformation across the group’s European retail business, while leveraging strategic partnerships.
Clements’ appointment is part of a wider drive by BP to invest in its convenience retail offer, which includes the recent appointment of Joanne Hall from Sainsbury’s as its UK Retail Operations Director and Teresa Lindley from Waitrose as UK Trading Director.
Last month, BP joined the likes of Tesco, Sainsbury’s and Co-op in offering exclusive discounts in its forecourt stores for members of its loyalty scheme.
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.”
NAM Implications:
- Assuming that BP’s moves to increased customer centricity, optimised loyalty programmes, and convenience go as planned…
- …what are the implications for your business?
