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Louis Friderichs

@louisfriderichs

Marketing leader at ATFX who grew its database from 4,000 to 60,000 active users and achieved 5,000% campaign ROAS.

At ATFX, I served as Head of Marketing for Africa, leading marketing strategy, CRM development, and product management. I grew the database from 4,000 to 60,000 active users and achieved 5,000% return on campaign metrics.

At the Financial Planning Institute of Southern Africa, I led marketing strategy, CRM development, and product management for a non-profit, SAQA-registered body. I directed 7,900 digital campaigns annually and worked with Microsoft D365 and Power BI.

As Project Director at GEFCO South Africa, I worked to turn the business around, moving it from a 350 million rand loss to a 25 million rand profit in three months. I also managed facility changes and warehouse consolidation.

Across my marketing work, I’ve taken products and brands to market in finance, media, FMCG, and sport nutrition. At USN and Origin Brands, I worked on taking five brands and 450 SKUs to market.

Experience

Work history, roles, and key accomplishments

Senior Marketing Manager

ATFX

May 2025 - Jul 2026 (1 year 2 months)

Led marketing strategy, CRM development, and product management for ATFX Africa, managing a team of 2 directly and 110 indirectly. Grew database from 4,000 to 60,000 active users and developed a 5000% return on campaign metrics.

Senior Marketing Manager

Financial Planning Institute of Southern Africa

May 2020 - Jan 2024 (3 years 8 months)

Led marketing strategy, CRM development, and product management for a non-profit SAQA registered body, managing a global customer base of 49,000 active high-net-worth clients. Directed 7,900 digital campaigns annually, ensuring compliance with legal frameworks (POPIA).

Marketing Strategy CRM Microsoft Dynamics 365 Power BI Digital Marketing Campaign Management Compliance POPIA Team Management Budget Management Product Management WordPress UI UX JSON CSS Social Media Integration Email Marketing Web Development

Project Director

GEFCO

Jul 2019 - Apr 2020 (9 months)

Managed the turnaround of five business streams in finished vehicle logistics and warehousing, closing one facility and opening two others. Consolidated multiple hubs into one and turned a 350 million rand loss into a 25 million profit in 3 months.

Project Management Logistics Warehousing Finished Vehicle Logistics Import Export Freight forwarding P&L management Budgeting Cost Reduction Team Management Vendor Management SLA Management CDK 3PL Fourth Party Logistics (4PL)2PL

Senior Marketing Manager

Origin Brands

Aug 2018 - Jun 2019 (10 months)

Led marketing for Origin Brands (USN, Dischem), taking 5 brands and 450 SKUs to market nationally and across the African continent. Managed total brand rejuvenation on 1900 unique FMCG product lines and developed strategic marketing and sales funnels.

Marketing Strategy Brand Management FMCG Digital Marketing Social Media Product Development Channel Management Retail CRM Salesforce HubSpot Budget Management Team Management POS 360 Marketing

Head of Marketing

In On Africa

Jan 2017 - Jun 2018 (1 year 5 months)

Led marketing for a market intelligence and consultancy firm, managing client acquisition and retention for blue-chip and high-net-worth clients. Took 6 large projects to market and increased trade by 24%.

Marketing Strategy Business Development Client Acquisition Project Management Market Research Digital Marketing Campaign Management Budget Management Event Management Sponsorship Publishing

Project Director

MultiChoice

Jun 2016 - Dec 2016 (6 months)

Directed the largest project in Pan African history for DStv, a price and communication strategy rolled out to 52 countries with a R120 million budget. Managed a team of 5 directly and 600 indirectly, reporting to Exco and head office in Dubai.

Project Management PRINCE2 Agile Scrum Waterfall PERT Budget Management Stakeholder Management Team Management Media Advertising TV Digital Public Relations Multinational Communication Strategy

Managing Director

Kowie Holdings

Sep 2009 - Dec 2016 (7 years 3 months)

Drove profit and value through commodities trade and import/export across multiple countries, growing sales year on year by 200%. Developed processes to ensure volume retention and negotiated the sale of the business.

Commodity Trading Import Export FMCG Sales Negotiation P&L management Balance Sheet Fundraising Vendor Management Forex Pricing Models Distribution

Multinational Marketing Manager

Tiso-Black Star

Mar 2005 - Mar 2009 (4 years)

Managed marketing and brand for media and education products across 17 countries, increasing circulation and reducing churn. Launched a new national newspaper achieving 14,000 paid copies and repositioned a national business title.