Members’ Profile: Cheryl-Lynn Freeman
In this edition of CFO Club Africa’s Members Spotlight, we’re introducing Cheryl-Lynn Freeman, Director and Owner of Mzansi Business Services. Cheryl-Lynn’s career is marked by her commitment to empowering communities and nurturing future finance professionals. With an Honours in Accounting Science, a Dale Carnegie Management Diploma, and recent certification from Duke’s Executive Programme, she’s also pursuing dual master’s degrees in MBA and eCommerce/Digital Marketing. As an Allan Gray Orbis Fellow and a graduate of the Graca Machel Women Creating Wealth Program, Cheryl-Lynn exemplifies resilience and passion for meaningful impact, making her an inspiring figure for aspiring leaders in finance.Cheryl-Lynn Freeman
Director and Owner, Mzansi Buisness Services (2017-present)Qualifications:
- Honours in Accounting Science (2011)
- Dale Carnegie Management Diploma (2013)
- Duke Corporate Education Executive Programme Graduate (2023)
- Allan Gray Orbis Foundation Fellow (since 2008)
- Graduating from Graca Michel Women Creating Wealth Program (Nov 2024)
- Currently doing double masters- MBA & Masters in eCommerce and Digital Marketing
Country of Residence:
South AfricaWhat time do you usually wake up on weekdays?
I usually wake up at about 7am. I have always been a night owl since my school days and those were my best study times.
How do you spend the first hour of your day?
As a woman of faith, I can never start my day without acknowledging God for a brand-new day, spending devotional time and committing my day in prayer.
What sparked your interest in finance?
Before I entered grade 10, I conducted research at the library to inform my subject choices. I discovered a book called the A to Z of careers and reviewed the qualities and personality of an accountant. It was a perfect match for me! I also met a lady working at the bank passionate about accounting. She helped me prepare for a matric oral on the topic of careers and taught me this poem I always recite at the beginning of each bookkeeping course I teach. I love accounting; it keeps me on my toes, I love the words and numbers lined neatly up in rows. I love the sense of order, that is why I am here today, business needs my special skills, that’s what I always say! My passion was further ignited by the most brilliant accounting lecturer I have ever met at UCT, Carla Fourie.
Can you share some career highlights and defining moments?
I am the only biological child (parents adopted 4 foster children) and applied to university with no funds available. Hailing from the Cape Flats, I was the first of my immediate family to make it to university. I pushed to make the Deans Merit list and applied for a scholarship at the Allan Gray Orbis Foundation. This was my game changer that planted the seeds to propel me into my entrepreneurial trajectory. I always desired that my skills contributed in a meaningful way and worked for several non-profit organisations after my audit articles, including my last job as Head of Finance and Operations for Habitat for Humanity South Africa before I ventured full time into my business. I served on several boards, always finding myself as the youngest, only female or only person of color. My career overall has always reflected one of resilience and overcoming what often felt like insurmountable odds.
How do you handle professional challenges?
I always approach challenges with faith and no fear. One of my favorite scriptures is Proverbs 31 verse 25 – “She is clothed with strength and dignity, and she laughs without fear of the future.” Committing my life to God at the age of 12 years old, I have stood on the words of Jeremiah 29 verses 11, 12 and 13. I am always cognizant of fulfilling my life purpose and see my career as a calling and never a job. I have approached professional challenges with boldness and unquenchable passion. Loving what you do is the fuel that carries you through the worst traffic. I went through a bad divorce and lost my mother to breast cancer within months of each other. My ex-husband tried to discredit me with my clients, as we shared a business. He posted inappropriate photos I shared with him on social media, including sending a half-naked photo of me to 500 LinkedIn contacts. I lost clients in this time but over 90% stuck with me because I always demonstrated integrity and good character. A good name always goes along the way. The philosophy that you do businessperson to person instead of business to business has helped me to build good relationships with my clients. I had to show up even on days when you feel like hiding.
What future goals are you excited about?
I am excited as I am evolving into a training finance professional. I have started Mzansi Empowerment Academy to provide financial, digital, entrepreneurial and tax training to the unemployed, entrepreneurs and professionals. I have trained almost 1 000 people since dedicating my efforts to it just under 2 years ago. I am working towards accreditation and making a digital online platform for other professionals to share and monetize their knowledge.
I am also working at the Digital Accountant Academy, focused on equipping accountants to avoid redundancy through digital and AI education courses I have created. The BDO team was the first company I have formally trained in Artificial Intelligence and working with a few more firms now by leveraging technology to increase productivity and boost their digital skills.
My practice also acts as a training center for financial and business management graduates from False Bay College. They come for their internship 18 months at a time. I aim to train 100 young people in the next 3 years, to ensure they are relevant to the marketplace, land good jobs and raise their standard of living.
Have you had any international or different cultural experiences in your career?
As part of the Duke Corporate Education Executive Programme I participated in, we had a Global Immersive Trip to Singapore in February 2024. Not only is this a beautiful country and state but their people are true Asian tigers. Their inspiring journey, transforming their economy through aggressive growth strategies, to shift from that of a third world country to a top class first world country and positioned as global leaders, has shifted my mindset and ignited a renewed hope for South Africa. They hone in on education from a very young age and invest heavily in innovation, including digital transformation. Parents risk jail time if their child is not in school and hefty fines are imposed if you litter. They are very humble but brilliant beings. You can feel easily intimidated and will always be kept on your toes. Singaporeans have inspired me to lead with confidence and competence.
What key skills should a newly qualified accountant develop on their path to becoming a CFO?
Developing communication, people and digital skills (including AI) will make you stand out. It’s easy to master technical skills but the soft skills differentiate leaders from followers. Also maintaining a good character and name will earn you respect. There is no qualification for integrity, but it should be deeply imbedded in your being as a finance professional. Also apply professional judgement and do not become a ChatGPT brain!
How do you balance your personal and professional life?
Balancing personal and professional life is a tough act, especially for female finance professionals with increased family responsibilities.
Beyonce’s song says, “If I lose myself, I lose it all”. You are your most important client, and you must take out the time to recharge your batteries amidst the busy times.
We recently learned of a young lady that committed suicide after starting a new accounting job and no one turned up at her funeral. You have to respect your mental health and pursue what works for you.
I try not to work weekends and be outdoors to catch fresh air. You also need to immerse yourself in inspiring and motivating material. You cannot pour from an empty cup.
What are your interests outside of work?
I enjoy exploring new places and restaurants. I have a list of 37 things to do before my 38th birthday in June 2025. I love being around positive people and enjoying good company to recharge.
I also trump the guys at a good game of pool now and then. I learned this game at university and got hooked. If it wasn’t for Accounts 2 hitting me so hard, I would’ve aimed for participation in local pool championships.
How do you contribute to the development of others in your field?
I have a partnership with False Bay College and host interns 18 months at a time in my business. These are a combination of finance and business management graduates. 3 of those graduates I have groomed professionally now work on a full-time basis in my business. I also provide Mzansi Empowerment Workshops face to face and online throughout the year to develop professionals with skills that are relevant in the marketplace and not necessarily available at a typical college or university.
What advice would you give to someone aspiring to be a CFO?
Operate in passion and love people.
What’s your favorite quote or mantra?
Lack of resources does not mean poverty in terms of gifts and talents within you. Create wealth in your world.
Share your favorite leadership lesson.
On my first international trip to Slovakia, I learned the term ‘Hero Leadership. This is the leader that shows up for everyone and thinks they are always helpful. My business coach compared me to a prison warden, that allows my staff to do certain things in a certain way based on what I want it to be. I had to learn to let go, delegate and trust.
What’s something surprising about you that isn’t in your business bio?
I am an undercover writer and have not yet published my work. I have written poems and songs.
What’s your favorite non-business app on your phone?
TikTok – so entertaining and educational. That is where I grew my following of over 34 000 – @cherylinmzansi.
If you could have any superpower to help you in your job, what would it be?
Teleprinting – so I can get more done, by being in more than one place at a time.
What’s your go-to strategy for staying productive during long workdays?
Good music, a good attitude and good snacks 😊
If you could relive one day from your professional career, which day would it be and why?
On the day we had over 100 people attend one workshop. It confirmed that I was moving in the right direction by evolving into my calling of empowering people.