Ricci Birchfield Appointed As Audi SA’s New Marketing Head

Sandton based Audi South Africa has appointed of Ricci Birchfield as its new Head of Marketing, Product and PR, effective 1 February 2025.

With over 18 years of experience in the automotive industry, Ricci has specialised in marketing, digital strategy, and business transformation.
His extensive background includes key roles at both local and global levels, positioning him as a leader in automotive digitalisation and business innovation.
Ricci is set to bring a fresh perspective to the premium German marque’s operations in South Africa.
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Ricci Birchfield has carved out a distinguished career in the automotive industry, with a focus on digital transformation, marketing, and strategic development. He previously served as Head of Digital Business Market Relations at Audi AG in Ingolstadt, Germany, where he played a crucial role in leading global digital initiatives and fostering collaboration between Audi’s international markets. Prior to his tenure at Audi AG, Ricci contributed significantly to Audi South Africa’s brand management and digital transformation, helping to shape the company’s long-term marketing strategy.

Most recently, Ricci held the position of Head of Technology and Business Strategy at Volkswagen Group Africa. In this role, he was instrumental in driving digital transformation across the National Sales Organisation (NSO), successfully aligning business strategy with the fast-paced evolution of digital platforms. His ability to implement forward-thinking initiatives has not gone unnoticed – he was recognised as one of South Africa’s Top 50 Digital Transformation Leaders in both 2023 and 2024.

With a deep passion for digitalisation, Ricci is expected to drive Audi SA’s marketing efforts into a new era, reinforcing the company’s reputation for cutting-edge technology, progressive design, and exceptional performance.

We’re thrilled to have Ricci join us. Ricci’s extensive experience, particularly in digital strategy and transformation, will be invaluable as we continue to innovate and evolve in the fast-paced automotive industry. His leadership will play a crucial role in driving our brand’s success and expanding our presence in the local market.

// Head of Audi South Africa, Sascha Sauer

Ricci himself is eager to return to the Audi brand, which he considers a perfect alignment with his professional vision and personal values.

Coming back to Audi in this role is a special moment for me. Not only because of the opportunity to be part of a fantastic team that shapes the Four Rings in South Africa, but because I get to work on a brand that aligns with my core values. It is an iconic brand with a progressive spirit. A brand that’s rooted in ‘Vorsprung’, challenging the status quo and having a mindset of constant advancement. This is Audi.

// Head Of Marketing, Product and PR, Ricci Birchfield

With his extensive experience and passion for transformation, Ricci Birchfield’s return to Audi South Africa is set to usher in a new era of growth and innovation – one that firmly aligns with the brand’s global vision of ‘Vorsprung durch Technik’.

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