Francois
Haasbroek
SENIOR CONTENT MANAGER & DIGITAL SPECIALIST
About me
I’m a digital content and multimedia specialist with 15+ years of experience across journalism, digital publishing, multimedia production and content strategy in South Africa’s leading media brands.
With postgraduate degrees in Geography and Journalism, I began my career at Weg! and Go! magazines as a travel writer and cartographer. Over almost a decade, my role evolved into editing, digital content development, multimedia production and podcasting, including the development of Weg Stories.
I later moved into digital publishing at Huisgenoot, where I’ve led digital content production across websites, social media, newsletters, podcasts and multimedia platforms. My work spans content and audience strategy, special projects, video and audio production, digital publishing, analytics, workflow optimisation and training editorial teams.
I currently manage an audio content and digital project at Netwerk24 focused on establishing a podcast network across the company’s titles. This includes podcast and subscription-content development, cross-functional project management, audience and content analytics, consumer experience and growth.
My career sits at the intersection of editorial, digital content, multimedia, technology and audience strategy. I’m particularly interested in using emerging technologies, data and creative content to build better digital experiences and develop new ways for audiences to engage with media.
Key Skills
• Digital Content Management
• Digital Content Strategy
• Digital Publishing
• Multimedia Production
Podcast Production
Video Production
Digital Project Management
Audience Analytics
Content Performance Analysis
Editorial Leadership
Stakeholder Management
Workflow Optimisation
Cross-platform Content
Digital Innovation
Generative AI
Work Experience
August 2024 – present
Audio Content & Digital Project Manager
Netwerk24
Klankgolwe is a company-wide podcast network connecting the group’s media titles through a shared audio platform. I manage its website, content, audio and subscription development, cross-functional coordination, analytics, audience growth and consumer experience.
• Assist with the conceptualisation and development of Afrikaans audio series and subscription/paywall content.
• Manage the Klankgolwe budget in collaboration with Netwerk24.
• Coordinate communication between editorial, marketing, social media, commercial and technology teams.
• Monitor content performance, including views, listening figures, watch time, shares, likes and website traffic.
• Analyse campaign and content performance to support continuous improvement and growth.
• Produce data-driven reports and feedback for editorial teams, producers and stakeholders.
• Improve consumer experience
• Host a weekly history podcast with co-host Bun Booyens called Lank, lank gelede
• This is an additional, project-based roll within the same company.
• This role currently comprises 40% of my KPA.
April 2022 – present
Digital Content & Multimedia Manager
Huisgenoot (Media24)
Huisgenoot is South Africa’s leading Afrikaans general-interest magazine. I lead digital content production, multimedia projects and content strategy across web, social, newsletters, podcasts and video, while managing special projects, audience analytics, team development and digital innovation.
• Develop and manage end-to-end video, podcast and multimedia projects, from concept through production and publication.
• Develop and implement digital, video and audio content strategies aligned with brand and audience objectives.
• Manage special projects, editorial campaigns and cross-platform content distribution, coordinating internal and external stakeholders.
• Analyse content and audience data to optimise performance, engagement, traffic and growth.
• Train and mentor editorial teams in digital publishing, multimedia production and Shorthand.
• Drive workflow optimisation and digital innovation, including the integration of Generative AI into editorial processes.
• This is a dual role, along with the role at Netwerk24, making up 60% of my KPA.
September 2010 – July 2020
Multimedia Journalist & Cartographer
Weg! & Go! Magazines (Media24)
Weg! is a leading South African travel magazine inspiring readers about local and international destinations. I combined editorial, travel journalism, multimedia, podcasting, photography and cartography, while editing publications and producing digital content.
• Editor of a Weg! Stories standalone publication, overseeing editorial content, editing and publication quality.
• Research, write and produce in-depth travel feature articles, incorporating photography and video.
• Produce multimedia travel content for digital platforms, including podcasts, video and photography.
• Create and manage digital maps to complement online travel stories.
• Combine GIS technology and design software to conceptualise and produce professional print maps.
• Create, produce and distribute podcasts in collaboration with other media brands.
• Develop and manage multimedia content across print and digital platforms.
• Host industry summits and events for advertisers and commercial partners.
• Present travel and photography workshops, sharing expertise and practical skills with audiences.
• Freelance feature writing and cartography for the magazines from August 2020 to March 2022.
Additional Experience
January 2014 - January 2018
Radio Host
Bush Radio FM
I co-hosted the weekly Unhappy Hour radio show on Bush Radio FM, curating music, interviewing emerging artists, promoting local talent and fostering community connections. This was a freelance, unpaid position.
January 2010 - September 2010
Paid Intern
Media24 Academy
Participated in a year-long paid internship at Media24 Academy, gaining diverse experience across newspapers, magazines, and digital reporting. Contributed to editorial teams at Beeld, WegSleep, and Weg!, enhancing my understanding of various media formats. Developed strong communication and storytelling skills while collaborating with experienced journalists and editors.
Education
2009
BPhil in Journalism
A selective, intensive one-year postgraduate journalism programme covering magazine, newspaper, broadcast and online journalism. Selected as one of approximately 20–25 students from hundreds of applicants. Served as Photo Editor of Lip, the university’s annual publication.
University of Stellenbosch
2006
Honours Degree in Geography & Environmental Studies
Postgraduate degree in Geographical Information Systems (GIS) and Eco-Tourism, with a research focus on tourism resource assessment and spatial analysis. Thesis: A Tourism Resource Inventory and GAP Analysis of Tourism in the Western Little Karoo. Also served as a Teaching Assistant for GIS and Research Assistant on a tourism research project conducted in collaboration with Cape Town Routes Unlimited.
University of Stellenbosch
2003 – 2005
BA Humanities
Completed a BA in Humanities, majoring in Geography, History and Ancient Cultures, with English, Political Science and Information Skills as minors. Gained practical experience in journalism, GIS, research and publishing, including roles as a Die Matie reporter, Piekeman editor and Research Assistant.
University of Stellenbosch
Photography Portfolio
Photography Portfolio
About Me
Blending Technical Precision with Creative Vision
I’m a digital content and multimedia specialist with 15+ years of experience across journalism, digital publishing, multimedia production and content strategy in South Africa’s leading media brands.
With postgraduate degrees in Geography and Journalism, I began my career at Weg! and Go! magazines as a travel writer and cartographer. Over almost a decade, my role evolved into editing, digital content development, multimedia production and podcasting, including the development of Weg Stories.
I later moved into digital publishing at Huisgenoot, where I’ve led digital content production across websites, social media, newsletters, podcasts and multimedia platforms. My work spans content and audience strategy, special projects, video and audio production, digital publishing, analytics, workflow optimisation and training editorial teams.
I currently manage an audio content and digital project at Netwerk24 focused on establishing a podcast network across the company’s titles. This includes podcast and subscription-content development, cross-functional project management, audience and content analytics, consumer experience and growth.
My career sits at the intersection of editorial, digital content, multimedia, technology and audience strategy. I’m particularly interested in using emerging technologies, data and creative content to build better digital experiences and develop new ways for audiences to engage with media.
Get in touch
Ready to transform your digital narrative? Let's collaborate on a project that blends technical precision with creative storytelling.
francoisjhaasbroek@gmail.com
Cape Town, South Africa