South Africa, Feb. 24 -- With consumers under sustained pressure, retail channels evolving rapidly and digital acceleration reshaping shopper journeys, the mandate is clear: protect iconic brands while sharpening commercial impact.

Ahead of officially starting her new role on 1 March 2026, De Graaff outlines her top priorities for the first 12-18 months, how she plans to balance heritage with innovation, and why evidence-based marketing will sit at the heart of Tiger Brands' next phase.

Adapting to South Africa's retail landscape

South African consumers remain under strain, and shifts in how and where they shop are reshaping the competitive landscape. For Tiger Brands, that means being deliberate about growth choices.

"My initial focu...