After completing his Marketing Honors degree, Croeser joined SAB as a sales representative in 2003, holding various roles in sales and trade marketing. He joined the marketing team in 2013 where he has led some of Africa’s most iconic brands. Vaughan has completed senior leadership programs at Henley Business School & London Business School and has been published in the International Retail and Marketing Review.

During his tenure as head of marketing, SAB has won multiple local and international awards, including Loeries, Bookmarks, Effies Grand Prix, Clio’s and Gold Cannes Lions. In 2023, Croeser was recognized by Scopen Agency as one of South Africa’s most admired marketers and ranked 1st in the MarkLives.com annual industry survey of marketers in 2024.

Croeser maintains a keen interest in arts, sport and education. He has performed as a soloist trumpeter with the Johannesburg Symphony Orchestra, and is a longstanding patron of The Butterfly Foundation and Muriel Brand School. He serves on the SAB SHARP board which spearheads initiatives that aim to reduce alcohol harm in South Africa.