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EXECUTIVE APPOINTMENTS

FMCG giant Tiger Brands appoints a new Chief Marketing Officer​

By our News Team | 2022

Zayd Abrahams joins from banking group FNB, where he currently leads marketing for the Personal Banking and Private Banking segments.

Tiger Brands – the Africa-focused FMCG company that produces well-known products such as Jungle Oats, Koo canned foods and Tastic Rice – has announced the appointment of a new Chief Marketing and Strategy Officer.

Zayd Abrahams takes up his role from 1 January 2023, reporting to Tiger Brands CEO, Noel Doyle.

Abrahams joins from banking group FNB, where he currently leads the Personal Banking and Private Banking segments’ marketing function

Executive Appointments

Photo courtesy of Tiger Brands

He has extensive experience in the fast-moving consumer goods sector and brings to Tiger Brands broad commercial, marketing, strategy and business leadership experience gained in global, local and regional roles across sub-Saharan Africa, Europe, the Middle East, the UK and Turkey.

Among the organisations he has worked for previously are Tiger Brands, Unilever, L’Oréal, Coca-Cola and MTN Group.

 “Zayd has a proven track record for delivering results, driving business, brand and category growth, developing strategy from insights to execution, and getting teams behind implementation through collaboration with others, and purpose-driven leadership.

 “Zayd will help energise and grow our portfolio of iconic brands and use his extensive experience towards the development and execution of the Tiger Brands group-wide business strategy,” says Doyle.

Chief Growth Officer – Rest of Africa appointment

Meanwhile, the company has also announced another senior Africa-focused appointment: that of Kenyan-born Polycarp Igathe as Chief Growth Officer – Rest of Africa.

Igathe is a former Tiger Brands employee who served as Managing Director of its East Africa business prior to his departure to join British petroleum company, Vivo Energy.

He takes up his new role from 1 December 2022 and brings to Tiger Brands strong commercial capability, as well as marketing, sales, strategy and business leadership experience through multi-geography leadership roles across Africa. 

He has occupied roles at leading companies including Coca-Cola, Kenya Breweries, Haco Industries Limited and Equity Bank. He also held the position of Deputy Governor of Nairobi.

 “I look forward to the diverse set of capabilities and knowledge of the continent that Polycarp will bring to driving the execution of our ambitious growth strategy for the Rest of Africa business, and his broader contribution to the development and execution of the Tiger Brands business strategy,” says Doyle.

Tiger Brands’ core business is the manufacture, marketing and distribution of everyday branded food and beverages, predominantly in South Africa but with a growing presence in other African markets. Many of the brands in its portfolio hold number one or number two positions in market share and equity in their respective categories.

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