S’ne Magagula, CHRO at Tiger Brands, who recently earned the coveted title of 2024 CHRO of the Year, reflects on her journey and shares the core principles that have guided her and continue to inspire her transformative approach to leadership.
2024 CHRO of the Year and Tiger Brands HR lead S’ne Magagula says winning the most sought-after award is a testament to her exceptional leadership, strategic vision and unwavering dedication to shaping the people's agenda.
“For me, the cornerstone of my approach as a CHRO is anchored on seven pillars,” S’ne begins, each representing a fundamental aspect of her philosophy. These pillars, she explains, reflect her deep commitment to people, purpose and performance.
The first pillar is purpose. “I believe my purpose is to ignite others’ potential, inspiring them to unlock opportunities that enable them to fulfil their aspirations and dreams,” S’ne shares passionately. This guiding principle informs every aspect of her work. “Whether it’s stretching teams to achieve their full potential or unlocking organisations to visualise and achieve big, hairy goals, my purpose is always at the centre of what I do.”
Another critical element is visionary leadership: “Leadership is about co-shaping an exciting future that hasn’t yet been seen or experienced,” she explains, adding that around the executive table, she sees her role as a business leader, first before it is a functional role. “I’m deeply immersed in partnering with our CEO and my peers to co-create the Tiger Brands of the future.”
She says the commercial edge is another defining pillar. She underscores the importance of understanding how the business generates value. “It’s critical to know which levers to pull to drive commercial and business outcomes. This understanding enables me to help make data-based, commercially sound decisions that move the people and business agendas forward.”
Her authenticity shines through in her role as a values-driven partner. “Being authentic means calling out misaligned behaviours while consistently walking the talk,” S’ne says. “It also means constantly seeking feedback, honing my craft and learning from others.”
As a change catalyst, S’ne embraces the role of challenging the status quo. “Being prepared to swim upstream and lead through discomfort is non-negotiable. Whether navigating internal changes or addressing broader societal challenges, I see my role as helping leaders and teams co-shape the future.”
S’ne’s mantra, however, is execution excellence. “Execution, execution, execution,” she repeats emphatically. “I’m known for seizing the day and getting things done with purpose, precision, and a sprinkling of joy. Hard, purposeful work is my friend.”
Lastly, as a people champion, S’ne sees herself as “the eyes, ears, and conscience of the organisation.” She elaborates, “I hold the mirror up for leaders, ensuring they have the mindset, empathy and capabilities to inspire and ignite their people.”
What makes an exceptional CHRO?
S’ne is clear about the attributes that set exceptional CHROs apart in today’s rapidly evolving workplace. “First and foremost, a CHRO must be a strategic, innovative thinker. At Tiger Brands, this approach is anchored in three pillars: great place to work, leadership and talent, and execution excellence. Another essential quality is agility. The ability to adapt quickly to changing dynamics while galvanising teams and leaders to stay nimble is key,” she emphasises.
She also highlights the courage needed to be a change catalyst. “You need to lead from the front, enabling others to navigate both internal challenges and external market shifts.”
Technology, too, plays a pivotal role, she says. “Being tech-savvy is non-negotiable. Understanding how to leverage digital and AI capabilities to execute both business and people strategies with agility and impact is essential.”
Lastly, she stresses the importance of leading with heart. “Despite technological advances, staying connected to people at a human level is critical,” S’ne explains. “Leading with heart drives engagement, creates a differentiated people experience, and ultimately delivers business results.”
A transformative talent initiative
At the lavish Oscars of HR, S’ne also bagged the 2024 Talent Management Award. She notes that her clear passion for talent development is evident in one of her most impactful strategies. “About five years ago, we launched a deliberate talent management approach we call ‘growing our own timber’,” she recalls. “This initiative created a mindset shift, where talent was viewed as an organisational asset rather than siloed within individual categories. This has allowed us to move talent across diverse categories – grains, bakeries, culinary and more – stretching individuals and deepening their experiences.”
The results speak for themselves: five out of six managing directors on Tiger’s executive exco were promoted internally this year.
S’ne also points to the success of the WINGS programme, designed to fast-track high-potential talent. “Through WINGS, mid-level talent is given two to three stretch assignments in different businesses or geographies. This prepares them for senior leadership roles while embedding the culture, values and mindsets we need for strategy execution.”
The initiative has not only strengthened Tiger Brands’ talent pipeline but also contributed to the company’s performance turnaround. “Retaining high-calibre talent while growing them internally has been a game-changer for us.”
The future of CHROs
Looking ahead, S’ne sees the role of CHROs becoming even more pivotal. “CHROs will be expected to lead business performance, innovation and change at scale – both inside and outside their organisations,” she predicts.
Her advice to aspiring HR leaders is bold and inspiring: “Don’t wait for an invitation. Step up, lead your leaders and agitate for change when necessary. Be the voice of reason and the voice for the voiceless, no matter how tough it gets.”
S’ne concludes with a powerful message: “Let your purpose, passion and excellence fuel your journey, and let your values be your north star.”
