MARKETING TALENT

Audi South Africa appoints new Head of Marketing, Product and PR

By our African Marketing Confederation News Team | 2025

Ricci Birchfield has more than 18 years’ experience in the auto industry, specialising in marketing, digital strategy and business transformation.

Audi South Africa has announced the appointment of Ricci Birchfield as its new Head of Marketing, Product and Public Relations, effective from 1 February 2025. He succeeds Tarryn Knight, who has joined Ford Motor Company South Africa as Head of Marketing.

Ricci Birchfield. Photo: Audi

Birchfield brings with him more than 18 years’ experience in the automotive industry, specialising in marketing, digital strategy and business transformation.

In a press release, Audi SA says Birchfield’s career has been defined by a deep understanding of the automotive industry’s rapidly changing landscape.

He has held key roles in both the global and local automotive sectors, serving as Head of Digital Business Market Relations at Audi AG, where he led the communication and collaboration of global digital initiatives for Audi’s digital business in Ingolstadt, Germany.

Prior to that, Birchfield contributed to Audi South Africa’s brand management and digital transformation, playing an integral role in shaping the company’s marketing strategy.

In his most recent role at Volkswagen Group Africa, he served as Head of Technology and Business Strategy, where he was instrumental in accelerating digital transformation across the National Sales Organisation (NSO).

“We’re thrilled to have Ricci join us in this new role,” says the Head of Audi South Africa, Sascha Sauer.

“Ricci’s wealth of 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 South African market.”

Birchfield’s vision for Audi South Africa includes enhancing the customer journey through cutting-edge initiatives and strengthening the brand’s position in the market as a leader in design, performance and digitalisation.

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