Tiger Brands appoints Lorraine De Graaff as Chief Marketing & Strategy Officer
Lorraine De Graaff’s appointment is a move Tiger Brands says will strengthen leadership across Group Marketing and Research & Development as it seeks to drive growth across its portfolio of iconic brands.
SOUTH AFRICA – Tiger Brands, the nation’s largest fast-moving consumer goods (FMCG) company, has announced the appointment of Lorraine De Graaff as Chief Marketing & Strategy Officer, effective March 1, 2026, elevating her from her role as Marketing Director for the Bakeries Business Unit since joining in 2019.
This strategic leadership move aims to drive growth across the company’s iconic portfolio, including brands like Albany, Koo, and Maynards, by leveraging De Graaff’s proven expertise in marketing, strategy, and commercial execution amid a competitive FMCG landscape.
De Graaff’s tenure at Tiger Brands has showcased her ability to inspire teams, foster innovation, and deliver results in the bakeries division, a cornerstone of the group’s operations serving millions daily with bread, baked goods, and staples.
Her leadership style emphasizes developing talent and enabling cross-functional collaboration, positioning her to oversee Group Marketing and Research & Development now while partnering with business units on expansion initiatives.
With over 20 years of experience, she brings a wealth of international perspective from senior roles at Whirlpool EMEA, SC Johnson, Kimberly-Clark, Novartis, Beiersdorf SA, and Robertson’s Homecare, spanning South Africa, Africa, Europe, and the Middle East.
Prior highlights include her stint as Marketing Director, SADC, at Whirlpool (2016-2019), where she spearheaded regional strategies, and various category leadership roles at SC Johnson and Kimberly-Clark, honing skills in brand equity, customer insights, and data-driven growth.
Holding a Master of Management in Strategic Marketing from Wits Business School and a BCom Honours in Marketing from Wits University, De Graaff is passionate about consumer value, innovation, and societal impact, qualities that align with Tiger Brands’ purpose to “nourish and nurture more lives every day.”
The appointment comes as Tiger Brands navigates economic pressures, supply chain challenges, and shifting consumer preferences toward healthier, sustainable products, with recent sustainability reports underscoring progress in B-BBEE compliance, diverse procurement practices, and leadership development programs such as Reimagine Tiger.
Industry observers view this as a bold step to sharpen the competitive edge, fuel portfolio revitalisation, and accelerate market share gains in staples and snacking categories across Africa.
Tiger Brands expressed confidence in her ability to lead the group’s marketing agenda as the business pursues both short‑term performance and longer‑term brand equity objectives.
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