Firoze Bhorat

Firoze Bhorat is an executive-level marketer in the financial services sector with strong commercial, brand and communications acumen. He is Chief Marketing Officer of Discovery Limited, one of South Africa’s most innovative companies and consistently recognised as a world-class brand for its shared-value model and brand strength in the global insurance sector.

At the helm of marketing at Discovery, Firoze is responsible for marketing leadership, strategy and execution, ensuring his proudly South African company cements its place as one of the world’s leading and most loved brands. His team’s excellence has been recognised at the Marketing Achievement Awards, where Discovery was crowned Marketing Organisation of the Year in both 2022 and 2023. Firoze himself was recognised as MAA Marketer of the Year in 2022.

With expertise in initiating sustained business growth and a reputation for launching successful innovations, Firoze and his marketing team launched the world’s first behavioural bank, Discovery Bank. Other initiatives demonstrating shared value in action include Discovery Business Insurance, Health Prepaid and Flexicare, the first Shari’ah-compliant medical scheme, and Vitality Travel. He also drove a unique brand experience in support of the South African Health Department’s national vaccination programme.

Firoze is passionate about developing a culture of performance within a diverse marketing team. He continues to invest in talent, technology, skills and leadership development with the purpose of creating a highly diverse Integrated Marketing Communications team. As a result, Discovery’s digital marketing team has been recognised as one of the most highly skilled digital marketing teams in financial services and by its peers among in-house digital agencies.

His earlier career highlights include successfully leading the Vodafone start-up in the Middle East, as well as leadership positions at Exxon Mobil, Coca-Cola, Standard Bank, FNB and Vodacom.

Firoze is a trained economist and holds an MBA from the Gordon Institute of Business.