Simba names first woman CEO

Simba CEO Lauren Siebrits

Siebrits obtained her B Comm. (Marketing) degree from the University of Natal and has developed an impressive track record in various marketing roles in leading SA FMCG companies, such as Borden Foods, Dairybelle (South Africa) and Glaxo SmithKline Beecham.

Over the past five years since joining PepsiCo, she has held various roles in the organisation such as Marketing Director of Snacks, Sub-Saharan Marketing Director for both Snacks and Beverages, and most recently, Commercial Director.

“Lauren has played a vital role in taking the Simba brands to where they are today. She has a passion for her country, a deep understanding of the South African consumer and a true understanding of the value of brand equity for any company. Her leadership contributed to achieving three years of consistent double-digit volume growth for Simba through a dedication and focus on delivering relevant and exciting innovations into the savoury snack market in South Africa (Doritos Fusion, Baked Simba, Sunbites, Simba ‘Great Tastes of South Africa' etc).

“With 18 years experience in the FMCG environment, she is sure to successfully maintain Simba's strong position and lead the Simba brands ... to even greater success,” adds Veraart.

She is also passionate about “caring for the world around her” and drives and supports Simba charity and community improvement programs.

Siebrits ensures that she manages not only her role as a professional but also as a working mother. With this as a priority for her, she recently pioneered the Simba Female Talent Forum and is known for working “hard, smart and ensuring that work-life balance is maintained,” says her Marketing Director, Carla De Quintal.

In addition to these key Simba successes, Siebrits lead the project team to successfully negotiate the acquisition of The Pretzel Company in 2006 and ensured a seamless integration into the Simba business. “Pretzels are a baked snack and we needed to broaden the Simba portfolio so this acquisition was critical and Lauren drove it efficiently and effectively,” continues Veraart.

“The entire PepsiCo and Simba family wishes Lauren all the success on the new challenges that lie ahead,” concludes Veraart.