Claire Farrant, Lidl
Claire was born and raised in the city of Leeds before completing her degree, a BSC in Food and Nutrition,at Huddersfield University. She moved to London in 2000 and began her retail career by working for several food suppliers to the Big 4 (Hart Worldwide I Dutch meat board, Kerry foods) including a secondment at Asda. She then worked for Woolworth’s as a multichannel commercial manager. And then went on to begin her 10-year tenure at Tesco.
Claire's first-chapter at Tesco was as a Commercial Marketing Manager for Tesco Direct (Tesco's non food customer proposition) in its early stages of development pre-launch. She then went on to be a Trade Marketing Manager across other non-food categories such as baby equipment, toys and sports. She quickly discovered this entry into marketing was something she enjoyed the most and being so close to the more customer-facing side of the business excitd her. This started her career into Tesco's marketing department where soon she was promoted to Senior Marketing Manager for Tesco Brand. In this role, she led the high-profile new Tesco brand transformation project alongside the Property department and was integral to its rollout into stores in 2013/14 to ensure the store environment was reflective of Tesco's brand values and ongoing commitment to supplying good quality food. Claire and her team then went onto write and implement the new brand guidelines into all customer communications including digital channels to ensure all of Tesco's communications were speaking as 'one voice and one brand'.
After much deliberation Claire decided to look for a new adventure and took on the role at LidI UK as an Executive Consultant in 2015, she was soon promoted to Marketing Director in November 2015.