EXECUTIVE APPOINTMENTS

Tiger Brands announces appointment of new marketing and strategy chief

By our African Marketing Confederation News Team | 2026

Lorraine De Graaff, who has been with the company since 2019, to lead the group marketing and research and development function.

Tiger Brands, the South African-based FMCG company with interests in various African countries, has announced the appointment of Lorraine De Graaff as Chief Marketing and Strategy Officer. Her new position becomes effective from 1 March 2026.

De Graaff will report to group CEO Tjaart Kruger and lead the group marketing and research and development function. She will partner closely with the business to drive growth across Tiger Brands’ portfolio of brands.

The portfolio includes Koo, Oros, All Gold, Albany, Black Cat, Crosse & Blackwell, and Jungle.

Lorraine De Graaff. Photo: LinkedIn

De Graaff has been with Tiger Brands since 2019, when she joined as Marketing Director for the Bakeries Business Unit.

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“During her tenure as Bakeries Business Unit Marketing Director, Lorraine consistently demonstrated her marketing, strategy and commercial capabilities. She is a strong leader who is focused on inspiring, developing and enabling the teams that she leads,” the company says in a LinkedIn post.

Before joining Tiger Brands, De Graaff held senior marketing executive roles at several multinational organisations – including Whirlpool EMEA, SC Johnson, Kimberly-Clark, Novartis, Beiersdorf South Africa and Robertson’s Homecare.

A media statement from the company notes that she brings more than 20 years of experience delivering growth across Africa, Europe and the Middle East.

“We are very pleased to have Lorraine join the Tiger Brands executive committee,” says Kruger.

“She is a strong leader who is deeply focused on inspiring, developing and enabling the teams she leads. As marketing director for Bakeries, she consistently demonstrated her marketing, strategy and commercial capabilities, most notably in repositioning the Albany brand and delivering a range of cost-efficiency and value-engineering initiatives.”

Commenting on her appointment, De Graaff says she is excited to take on the expanded leadership role as the group enters its next phase of growth.

“Building on my experience in the Bakeries business, I look forward to partnering with teams across Tiger Brands to continue building trusted, iconic brands that connect deeply with consumers, while driving sustainable, long-term growth,” she states.

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