Oil multinational BP has bolstered is retail leadership team with the appointment of Claire Farrant as its new vice-president of marketing for its European mobility and convenience proposition.
In her new role, Farrant has been tasked with overseeing BP’s marketing activity in a bid to drive growth across its European retail business, as part of its wider investment into the convenience sector.
Reporting in to senior vice-president of mobility and convenience retail in Europe, Tracey Clements, Farrant will look to lead the evolution of a transformative marketing strategy to drive growth.
“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,” Clements said.
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“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 joins BP from discount retailer Lidl, where she had worked for the past eight years as marketing director. She had previously spent over a decade at rival grocer Tesco, working in a variety of marketing and advertising roles.
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.”
