Wishing Ms. Claire Farrant greater responsibilities and exciting challenges in this impressive new chapter!
Morrisons has officially named Claire Farrant as its new Group Marketing Director, with her role commencing in June 2025. With over 20 years of mastery in brand storytelling, consumer insight, and omni-channel retail strategy, Claire’s arrival signals a new era of refined marketing vision for the British grocer.
Claire makes this transition from her role at BP, where she served as Vice President of Mobility and Convenience Europe. At BP, she steered large-scale consumer-focused transformation efforts, aligning retail services with modern customer lifestyles across digital and physical touchpoints.
Before BP, Claire was at the heart of Lidl UK’s meteoric rise. During her eight-year tenure as Marketing Director, she helped the brand evolve into a household name known for affordability and freshness. Her leadership powered national campaigns, reimagined the Lidl brand image, and played a central role in the retailer’s swift expansion across the UK.
Earlier, she carved her path at Tesco, holding several leadership positions in marketing. From leading campaigns for fresh food to managing general merchandise and corporate communications, Claire contributed to Tesco’s evolution during a pivotal time in its digital and commercial journey. Her earlier roles at Woolworths and Kerry Foods round out her experience in both FMCG and retail sectors.
In her new position at Morrisons, Claire will collaborate closely with Matt McLellan, the recently appointed Group Data and Media Director. Together, they aim to deepen customer connections and sharpen the brand’s competitive edge. Claire steps into the role following Rachel Eyre’s departure to Asda.
Morrisons CEO Rami Baitiéh expressed confidence in the new appointment, saying, “Claire has an outstanding record in UK grocery and her deep experience, clear customer focus and proven strategic marketing skills will make her a valuable new addition to our senior team.” He also extended his gratitude to Rachel Eyre for her impactful tenure.
With Claire at the helm of marketing, Morrisons is poised for a vibrant chapter of customer-centric innovation, brand storytelling and strategic brilliance.
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