An MBA graduate from the University of Pretoria’s Gordon Institute of Business, Bobby previously served as the CEO of Europ Assistance South Africa where he provided strategic and operational management to the company’s South African operations. In this role, he also promoted a customer-centric culture across the organisation and drove initiatives to optimise operational activities and maximise return on capital expenditure.

Before completing his MBA, Bobby graduated with a BCom in Economics and Statistics, and a BCom Honours in Economics from the University of Pretoria. In addition to working at CEO and Senior Management levels in different organisations, he also served on the Boards of Life Healthcare and various State hospitals.

With skills in, amongst others, business strategy, executive leadership, governance and Board relations, as well as business development, Bobby is poised to lead the AA into its next chapter of growth and innovation.

“I am thrilled to join the AA at such a pivotal moment in its 94-year history. A unique and outstanding organisation with a talented team, the AA plays an important role in the South African mobility landscape.

“My vision is to harness existing strengths within the Association, and to maintain the strong relations with partners, corporate clients and Members to continue providing exceptional products and services to the public while ensuring the AA remains a thriving business,” says Bobby.

Commenting on the appointment, Sikkie Kajee, chairperson of the AA Board says: “Bobby has proven to be an exceptional leader and strategist, and we are thrilled to welcome him to the AA family. He has a deep understanding of our business and, critically, of driving a customer-focused approach to business. We are excited about Bobby’s appointment and believe it will greatly benefit our organisation, our partners and our Members as we move into future.”