Tiger Brands has appointed Lorraine De Graaff as Chief Marketing and Strategy Officer, effective 1 March 2026. Reporting directly to CEO Tjaart Kruger, she will lead Group Marketing and Research & Development, partnering across the business to accelerate growth and strengthen the company’s brand portfolio.

De Graaff’s appointment reflects Tiger Brands’ commitment to cultivating leadership from within. She joined the group in 2019 as Marketing Director for the Bakeries Business Unit, where she played a pivotal role in repositioning the Albany brand and driving cost-efficiency and value-engineering initiatives that enhanced both competitiveness and consumer relevance.

“Lorraine’s appointment to the executive committee is well deserved,” says Kruger. “She is a focused and inspiring leader with a strong blend of marketing, strategic and commercial capability. Her work in Bakeries demonstrated her ability to deliver brand growth while unlocking operational value, a balance that is critical to our next phase of growth.”

Before joining Tiger Brands, De Graaff held senior marketing leadership roles across multinational organisations including Whirlpool EMEA, SC Johnson, Kimberly-Clark, Novartis, Beiersdorf South Africa and Robertson’s Homecare. With more than two decades of experience spanning South Africa, the broader African continent, Europe and the Middle East, she brings both global discipline and deep local market insight to the role.

Reflecting on her appointment, De Graaff says: “Tiger Brands has been an important part of my professional journey. I’m honoured to step into this role as the Group looks ahead to its next chapter. Building on the momentum within the Bakeries business, I look forward to working across our portfolio to strengthen trusted, iconic brands and drive sustainable, long-term growth.”