Members’ Profile: Anne-Marie de Bruin

In this edition of CFO Club Africa’s Members Spotlight, we are introducing Anne-Marie de Bruin, a highly experienced finance professional and the freelance Financial Manager at AM Cross Country Consulting. With over two decades of expertise and a focus on strategic financial solutions, Anne-Marie has been making a global impact through her consultancy work. As an MBA graduate with certifications in ESG reporting and small business consulting, she combines technical excellence with forward-thinking strategies. Her career is a story of resilience, adaptability, and a commitment to empowering businesses to thrive in dynamic environments.
Anne-Marie de Bruin 
  • Finance Manager and Freelance Accountant, AM Cross Country Consulting (2022-present) 
Previously: 
  • Finance and Strategy Manager, Cyber Leadership Institute (2023) 
  • Finance Manager, Alliance Fruit Pty Ltd (2016) 
  • Audit Manager, Ferreira Venter Laws & Nel (2013) 
  • Financial Manager, Bavaria (2007) 
Qualifications: 
  • MBA 
  • Post Graduate Diploma in Management  
  • BCom Accounting 
  • Diploma Industrial Relations 
  • Certificate Small Business Consulting 
  • Certificate in ESG Reporting 
Country of Residence: 
  • South Africa 
Visit Anne-Marie LinkedIn Profile
What time do you usually wake up on weekdays? 

05:00 SAST 

How do you spend the first hour of your day? 

Coffee, brush teeth and start working by 06:00 

What sparked your interest in finance? 

My interest in finance was sparked by a fascination with how financial decisions drive both business growth and sustainability. The ability to analyze numbers and translate them into actionable strategies has always intrigued me. Early in my career, I realized that finance is not just about managing numbers—it’s about empowering organizations to make informed decisions, optimize resources, and achieve long-term goals. This combination of analytical thinking and real-world impact is what drew me to pursue finance as a profession. It also comes with pressure, and I perform well under pressure.  

Can you share some career highlights and defining moments? 

My career began as an admin clerk and bookkeeper, roles that left me feeling unfulfilled. I then applied for a Junior Accountant position and pursued further studies to support that career shift. I was quickly promoted to Finance Manager, which challenged me to adapt rapidly as I found myself navigating complex responsibilities. Recognizing the need to enhance my managerial capabilities, I pursued a Postgraduate Diploma in Management, which equipped me with essential leadership skills. As I gained a broader perspective, I realized that business extends far beyond finance, prompting me to undertake an MBA to gain a holistic understanding of managing an entire organization. I completed all my degrees through part-time, online study while working full-time and raising children. 

How do you handle professional challenges?  

When facing professional challenges, my approach is centred around maintaining a problem-solving mindset and a proactive attitude. I begin by analysing the situation to identify the root cause, ensuring I fully understand the scope of the issue. This helps in developing a well-informed strategy to tackle the problem. I believe in breaking challenges down into manageable tasks, which makes them less overwhelming and easier to address systematically. 
 
I also rely on open communication and collaboration, particularly when the challenge involves a team. Seeking input from others often leads to innovative solutions and ensures that everyone is aligned in the approach. Additionally, I remain flexible and adaptive, as not all obstacles can be solved with a one-size-fits-all method. Adjusting strategies when necessary is crucial to navigating complex situations. 
 
One key strategy that has helped me succeed is my focus on continuous learning. When I find myself facing unfamiliar challenges, I actively seek out knowledge or mentorship to fill any gaps. This enables me to approach difficulties with confidence and agility. 
 
Finally, I maintain resilience and composure in high-pressure situations. Viewing challenges as opportunities for growth, I approach them with determination and a positive outlook, knowing that persistence often leads to breakthroughs. This combination of analytical thinking, collaboration, flexibility, and continuous learning has consistently helped me overcome obstacles and achieve success.  

What future goals are you excited about?

Looking ahead, I am excited about the opportunity to manage a business and lead it towards sustained prosperity. My goal is to leverage my experience and skills in finance and strategic management to drive growth, operational efficiency, and long-term success for an organization. I am particularly passionate about making informed, data-driven decisions that create value across the business. 
 
Another key ambition is to continue empowering employees. I believe that fostering a supportive and growth-oriented work environment is essential for both individual and organizational success. I am committed to mentoring and developing teams, helping them reach their full potential, and creating a culture of collaboration and innovation. 
 
On the horizon, I am also eager to take on more leadership roles that allow me to shape not only financial outcomes but also the broader strategic direction of a business. Whether through guiding a company through periods of expansion or navigating complex challenges, I am motivated by the potential to make a significant impact. 
 
Additionally, I plan to stay engaged in continuous learning, ensuring I remain adaptable and well-versed in the latest business trends and technologies. These aspirations drive me, and I look forward to the exciting projects and leadership opportunities that lie ahead.  

Have you had any international or different cultural experiences in your career?   

Yes, I have had the opportunity to work with businesses across various countries, which has significantly enriched my professional experience. I’ve worked with Australian companies, USA-based bookkeeping firms, and assisted UK clients with VAT registration and submissions. Additionally, I worked for a South African company that exported its products internationally, giving me exposure to the complexities of global trade and compliance. 
 
What stood out to me most in these experiences is the importance of adaptability and cultural awareness. Each country has its own business norms, regulations, and communication styles, so I had to be flexible and open-minded in my approach. For instance, working with UK VAT regulations required a deep understanding of European tax systems, while managing exports for a South African company taught me the intricacies of cross-border transactions and international logistics. 
 
Collaborating with diverse teams also allowed me to develop a global mindset. I found that fostering open communication and mutual respect was key to building strong working relationships across cultures. These experiences not only enhanced my technical expertise but also strengthened my ability to work effectively with people from different backgrounds, which I believe is critical in today’s interconnected business environment.  

What key skills should a newly qualified accountant develop on their path to becoming a CFO?  

For a newly qualified accountant aiming to become a CFO, there are several key skills that are essential to develop. First and foremost is financial acumen—understanding financial reporting, budgeting, forecasting, and compliance is foundational. However, transitioning to a CFO role requires a broader skill set beyond technical expertise. 
 
Strategic thinking is crucial. A CFO must align financial management with the company’s long-term goals, ensuring financial strategies support overall business growth. This involves the ability to analyze complex data and make decisions that impact the entire organization, not just the finance department. 
 
Leadership and communication skills are equally important. As a CFO, you will need to manage and inspire teams, work with other executives, and communicate financial insights in a way that non-financial stakeholders can easily understand. This requires clear communication and the ability to influence decision-making at the highest levels. 
 
Risk management and problem-solving are critical as well. CFOs are often tasked with navigating financial risks, whether due to market fluctuations or operational challenges. Being able to anticipate potential issues and develop risk mitigation strategies is key. 
 
Lastly, developing a strong understanding of technology and its role in finance is vital. Modern CFOs need to be comfortable with financial software, data analytics, and emerging technologies that can improve efficiency and decision-making. 
 
By mastering these skills—financial expertise, strategic thinking, leadership, risk management, and technological proficiency—a newly qualified accountant can successfully pave their way to becoming a CFO.  

How do you balance your personal and professional life?  

Balancing personal and professional life is something I approach with flexibility, especially since I don’t have dependents at home. This gives me the freedom to occasionally work longer hours when needed, particularly during busy periods or critical projects. However, I believe that maintaining a balance is still essential for long-term productivity and well-being. 
 
To achieve this balance, I focus on prioritizing my tasks and setting clear boundaries. I ensure that when I commit extra time to work, it is for tasks that truly require my attention and will have a meaningful impact. At the same time, I make a conscious effort to carve out time for personal activities, such as spending time with friends and pursuing hobbies that help me unwind and recharge. 
 
One key tip I would share is to regularly assess your workload and personal commitments to ensure you’re not burning out. It’s important to recognize when to step back, delegate, or reprioritize. Additionally, maintaining strong relationships with friends and engaging in activities outside of work helps keep a healthy balance between professional responsibilities and personal fulfillment. 
 
For me, it’s about flexibility and being mindful of when to push forward in my career and when to make time for personal interests. This approach allows me to manage my energy effectively while still pursuing both personal and professional growth.  

What are your interests outside of work?  

I enjoy spending time with friends, as working from home can sometimes feel isolating, and they provide a much-needed sense of connection. We frequently visit the Kruger National Park, driven by our deep love for wildlife, and living in a wildlife estate allows us to stay closely connected to nature. Additionally, we are actively involved in various non-profit organizations focused on wildlife conservation, with a particular emphasis on anti-rhino poaching initiatives, which is a cause very close to our hearts.  

How do you contribute to the development of others in your field?  

Currently, my involvement in developing others in my field is somewhat limited, but I am eager to expand in this area. In my previous roles, I took an active part in leading learnership programs aimed at supporting previously disadvantaged individuals. These initiatives were designed to equip participants with the skills and knowledge necessary to succeed in the finance sector, and I found it incredibly rewarding to see them grow and develop professionally. 
 
Although I’m not as involved in mentorship at the moment, I’m committed to fostering growth and development in my field. I believe in the power of knowledge sharing and would like to contribute more actively by mentoring aspiring professionals or leading similar development initiatives. Whether through formal mentorship programs or offering guidance and support to colleagues, I aim to empower others by sharing my experiences and insights. 
 
In the future, I plan to seek out more opportunities to mentor and contribute to the professional growth of others, as I believe that helping others succeed is not only fulfilling but also vital for the overall progress of our industry.  

What advice would you give to someone aspiring to be a CFO?  

As someone with firsthand experience, including guiding my own daughter in her journey, my number one piece of advice to aspiring CFOs is to prioritize maintaining a healthy work-life balance. It’s essential to learn how to effectively split your day between work and personal time. Being able to switch off from work when you’re engaging in personal activities or hobbies is crucial for preventing burnout. The finance field can be demanding, and without clear boundaries, it’s easy to overextend yourself. 
 
Rest and recovery are just as important as hard work. When you allow yourself to truly relax after hours, you return to work more focused, productive, and creative. Learning how to manage your energy, not just your time, will make a significant difference in your performance and longevity in the field. 
 
Additionally, staying adaptable and continuously expanding your knowledge are key. The path to becoming a CFO is not just about mastering finance but also about developing leadership, strategic thinking, and resilience. Balancing professional growth with personal well-being will enable you to thrive and achieve your goals sustainably.  

What’s your favorite quote or mantra?  

One of my favorite quotes is,

“Success is not final, failure is not fatal: It is the courage to continue that counts,” by Winston Churchill.

These words inspire me because they remind me that both successes and setbacks are temporary, and what truly matters is the determination to keep moving forward. It encourages resilience and perseverance, which are essential in both personal and professional life. This mantra helps me stay focused during challenges and motivates me to continually strive for growth, knowing that every step is part of the journey, no matter how difficult. 
The reason why I chose this quote, is because of my study history. It is hard to study part-time while having a full-time job and raising children, and one would want to quit often.  

Share your favorite leadership lesson.  

It’s always more effective to understand the reasons behind an employee’s underperformance. Even if it ultimately leads to letting them go, they will remember you as a manager who cared about their well-being as much as you cared about achieving results. The principle of being “hard on standards, soft on people” is something I learned during my time at Westfalia, and it has guided me in balancing empathy with maintaining high expectations. 

What’s something surprising about you that isn’t in your business bio?  

I am a passionate sports shooter and have a deep appreciation for firearms, which I also enjoy collecting. 
 
I also embrace technology and use AI to improve my English language skills. 😊  

What’s your favorite non-business app on your phone?  

Bible app, I do daily Bible study on it.  

If you could have any superpower to help you in your job, what would it be?   

If I could have any superpower to help in my job, it would be the ability to predict market trends with absolute accuracy. In finance, being able to foresee shifts in the market, economic changes, and emerging business opportunities would be invaluable. This superpower would allow me to make highly informed, strategic decisions, anticipate risks, and guide businesses toward long-term success with unmatched precision. It would combine the best aspects of financial forecasting and strategic planning, helping companies stay ahead in a constantly evolving landscape. 
I do think marketing is also a super-power #respect  

What’s your go-to strategy for staying productive during long workdays?  

My go-to strategy for staying productive during long workdays is playing calming focus music in the background, which helps me maintain concentration and a relaxed mindset. Since I genuinely love my work, I find that long hours don’t overwhelm me. The passion I have for what I do keeps me energized, making it easier to stay focused throughout the day. Additionally, I break tasks into smaller, manageable parts and take short, regular breaks to stay refreshed. This combination of focus, enjoyment, and balance helps me stay productive and engaged, even during extended work hours.  

If you could relive one day from your professional career, which day would it be and why?  

If I could relive one day from my professional career, it would be the day I transitioned from working in an onsite office to working from home. The flexibility of setting my own hours and the freedom to work from any location are aspects I truly appreciate. I find that remote work allows for greater productivity, and I’m able to accomplish more. Since I have always worked autonomously, maintaining self-discipline has never been an issue for me. 

 

 

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