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Tiger Brands announces new Chief Growth Officer - Rest of Africa and Chief Marketing and Strategy Officer

Johannesburg. 22 November 2022. Tiger Brands has announced Polycarp Igathe as Chief Growth Officer – Rest of Africa and Zayd Abrahams as its Chief Marketing and Strategy Officer effective 1 December 2022 and 1 January 2023 respectively, reporting to company CEO, Noel Doyle.


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.


Igathe 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.


Abrahams joins the business from FNB where he currently leads the Personal Banking and Private Banking segments’ marketing function.  


Abrahams has extensive experience in the fast-moving consumer goods sector and brings to Tiger Brands broad commercial, marketing, strategy and business leadership experience. He has previously worked for 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.


“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.


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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