What Happened
Lorraine De Graaff has been appointed as the new chief marketing and strategy officer at Tiger Brands, set to officially begin her role on March 1, 2026. De Graaff aims to navigate the challenges posed by South African consumers who are under financial strain and the rapidly evolving retail landscape.
Why It Matters
De Graaff’s priorities include identifying growth opportunities within the Tiger Brands portfolio and enhancing marketing effectiveness to ensure measurable commercial returns. She emphasizes the importance of balancing the company’s heritage with innovation, focusing on evidence-based marketing to strengthen the brand’s position in a competitive market.
What’s Next
In the coming months, De Graaff plans to work closely with marketing teams to prioritize key growth areas and build a more capable marketing community. Her strategy aims to keep consumers at the center of Tiger Brands’ operations while adapting to the changing retail environment.
