Tiger Brands appoints new Chief Marketing and Strategy Officer

Tiger Brands has appointed Lorraine De Graaff as Chief Marketing and Strategy Officer effective 1 March 2026.

Lorraine will report to the CEO, Tjaart Kruger, and will lead the Group Marketing and Research and Development team, partnering with the business on enabling growth across Tiger Brands’ iconic brand portfolio.

Lorraine is a strong example of the organisation’s focus on cultivating and nurturing talent, having joined Tiger Brands in 2019 as Marketing Director of the Bakeries Business Unit.

“We are very pleased to have Lorraine join the Tiger Brands executive committee. She is a strong leader who is extremely focused on inspiring, developing and enabling the teams that she leads. As Marketing Director Bakeries, she consistently demonstrated her Marketing, Strategy and Commercial capabilities to reposition the Albany brand and deliver various cost-efficiency and value engineering initiatives,” says Tjaart Kruger, CEO of Tiger Brands.

Prior to joining the company, Lorraine held Senior Marketing Executive roles at Whirlpool EMEA, SC Johnson, Kimberly Clark, Novartis, Beiersdorf SA and Robertson’s Homecare and has more than 20 years of experience in delivering growth across South Africa, the rest of Africa, Europe, and the Middle East.

On her new role, Lorraine says: “Tiger Brands has been an important part of my professional journey, and I feel privileged to take on this role as the Group looks ahead to 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 South African consumers, while driving sustainable, long-term growth.” 

Issued on behalf of Tiger Brands