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Zayd Abrahams announced as Chief Marketing and Strategy Officer at Tiger Brands

Tiger Brands has announced Zayd Abrahams as its Chief Marketing and Strategy Officer. He joins the consumer goods manufacturer’s executive leadership team on 1 January 2023, reporting to company CEO Noel Doyle.

Abrahams currently leads the marketing function and team at FNB across the Personal Banking and Private Banking Segments.

He has extensive experience in the fast-moving consumer goods sector, and brings to Tiger Brands broad commercial, marketing, strategy and business leadership experience, amassed through roles in companies including Tiger Brands, Unilever, L’Oréal, Coca-Cola and MTN Group, in global, local and regional roles across Sub-Saharan Africa, Europe, the Middle East, the UK and Turkey.

‘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.

‘We look forward to the diverse set of capabilities and outlook that Zayd will bring to help re-energise and grow our portfolio of iconic brands, as well as his broader contribution to the development and execution of the Tiger Brands group-wide business strategy,’ says Noel Doyle, CEO at Tiger Brands.

Of his appointment, Zayd says, ‘It’s a great privilege to join one of South Africa’s oldest ongoing businesses and home to some of South Africa’s most loved and iconic consumer brands. I’m looking forward to my journey with the teams who have built these powerful brands over the years and to bringing my experience, passion and leadership to take the business to new heights. I am excited about growing world-class teams, leading brands with immense potential, building a winning corporate strategy and fostering a collaborative consumer-led innovation culture throughout Tiger Brands.’

Tiger Brands’ core business is the manufacture, marketing and distribution of everyday branded food and beverages, predominantly in South Africa with a growing presence in Africa. 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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