What Happened
Lorraine De Graaff has been appointed as the new chief marketing and strategy officer at Tiger Brands, effective March 1, 2026. In her new role, De Graaff aims to navigate the challenges posed by a rapidly evolving retail landscape and the pressures faced by South African consumers.
Why It Matters
With consumers experiencing sustained financial strain and significant shifts in shopping behaviors, Tiger Brands is focusing on identifying growth opportunities within its portfolio. De Graaff emphasizes the importance of evidence-based marketing and aims to strengthen the company’s internal marketing capabilities to ensure that consumer needs remain at the forefront of its strategies.
What’s Next
In the coming months, De Graaff plans to work closely with marketing teams to prioritize impactful growth initiatives. Her strategy will involve enhancing marketing execution and ensuring that investments yield measurable commercial returns. This approach is critical as Tiger Brands seeks to balance its heritage with innovation in a competitive market.
