Wagamama has appointed former Morrisons, Lidl and BP marketing boss Claire Farrant as its new chief marketing officer.
Announcing the role on LinkedIn, Farrant said: “Wagamama is a brand I have always loved and am a heavy user of. From bowls of nourishing, fast, soulful food to a philosophy rooted in balance, pace and purpose.
“It’s a brand with real cultural energy, strong fresh food credentials and huge momentum, and I’m thrilled to now be part of shaping what comes next.”
She brings a wealth of experience in the retail and convenience sectors to the role. Farrant joined Lidl in 2015 as marketing director, where she led marketing operations including for the discounter’s reward programme Lidl Plus.
She moved to BP in September 2023, where she held the position of VP for mobility and convenience in Europe, leading a team of 140 marketers across eight markets.
Most recently, Farrant held the role of group marketing director at Morrisons but left just months after joining the supermarket due to a change in her personal family circumstances, as revealed by The Grocer in September.
“I can’t wait to work more closely with the brilliant people across Wagamama. To build even greater brand buzz and food love, strengthening salience, deepening connections with our guests and driving meaningful impact. All the while staying true to what makes Wagamama so special,” Farrant added.
It comes as former Wagamama chief marketing and commercial officer Emma Colquhoun has joined Wingstop UK & Ireland as chief growth officer.
Speaking of Colquhoun, Farrant said: “I’m hugely grateful to Emma Colquhoun for the brilliant foundations she’s put in place and proud to be taking the baton forward with such an incredible team.”
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