Bradford, West Yorkshire, United Kingdom, May 2025 — Morrisons has announced the appointment of Claire Farrant as Group Marketing Director, effective June 2025. Claire brings with her over two decades of experience in marketing leadership, customer engagement, and multi-channel retail strategy, marking a significant step in strengthening Morrisons’ senior leadership team.
Claire joins Morrisons from BP, where she most recently served as Vice President, Mobility and Convenience Europe. In this role, she was instrumental in driving customer-centric transformation across retail formats and digital touchpoints. Her strategic leadership helped align mobility services with evolving consumer needs in the energy and convenience sectors.
Prior to BP, Claire spent eight years as Marketing Director at Lidl UK, where she played a pivotal role in positioning the retailer as a leading value-driven supermarket. Her tenure saw successful nationwide campaigns, brand revitalisation, and rapid store expansion efforts that significantly boosted Lidl’s market share in the UK.
Earlier in her career, Claire spent nearly ten years at Tesco, holding various senior marketing roles. These included leading brand campaigns for fresh food and general merchandising, as well as managing corporate advertising and commercial operations. Her multi-disciplinary expertise was key in shaping Tesco’s marketing approach during a period of strategic growth and digital innovation.
Claire also held marketing roles at Woolworths and Kerry Foods, further enhancing her credentials in FMCG, retail, and food sectors. She will now work closely with Matt McLellan, the newly appointed Group Data and Media Director, to elevate Morrisons’ customer engagement strategies and commercial positioning. Claire succeeds Rachel Eyre, who is set to join Asda.
Commenting on the appointment, Rami Baitiéh, CEO of Morrisons, said:
“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 thanked Rachel Eyre for her contributions and wished her success in her future endeavors.
Morrisons
Founded in 1899, Morrisons is one of the largest supermarket chains in the United Kingdom. With a unique vertically integrated supply chain, Morrisons operates over 500 stores, manufacturing facilities, and a vast distribution network. Known for its commitment to fresh food, local sourcing, and community partnership, the company continues to invest in people, technology, and customer value. Morrisons prides itself on delivering a distinctive shopping experience while supporting its colleagues, British farmers, and suppliers.
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