This was an authentic, vulnerable conversation about life, leadership, purpose, impact, and influence.

Willem is on a mission to unite the world and drive meaningful change. You can listen to the powerful message contained in his gift to the world -  the remix of the Song #Rise. https://youtu.be/A-9Bjkp37PY

Willem Groenewald is the CEO of the Automobile Association of South Africa (AA). In this role, Willem has revolutionized the business by delivering the highest returns in the Association’s history. 

Prior to joining the AA Willem had a proven track record in C-Suite positions in listed platforms on the Johannesburg Stock Exchange (JSE) where he forged his expertise and skills as a business optimization specialist, having served in the fields of finance, accounting, and governance. A driven leader with a competitive focus, Willem seeks to unlock the best in the teams he works with and has a reputation for being innovative and collaborative. Before joining the AASA Willem worked for several large, listed companies in South Africa as, among others, the CEO of Times Media Entertainment, the CFO of the Hirt and Carter Group, COO of AVUSA Supply Chain, as well as the owner and founder of Previse Business Solutions Pty (Ltd). 

He is an accomplished executive who is highly regarded as a Turnaround Strategist. Willem specializes in business and workflow optimization by successfully applying his technical expertise and experience through financial engineering techniques. Willem has an impeccable track record in steering businesses into the future via strategic techniques built on financial principles developed through consulting experience in his own business, where he devised economic value add growth principles and workflow and workforce optimization techniques. 

Willem believes that at the heart of the success of an organization are its resources and people, assets that he relies on to build sustainable environments into the future.

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