By Ayanda Dlamini
Eswatini is moving toward international business standards with the official appointment of Siboniselizulu Simelane-Maseko as the new Chief Executive Officer of the Eswatini Competition Commission (ESCC).
The appointment, announced by Minister of Commerce, Industry, and Trade Manqoba Khumalo at the Royal Villas, signifies a shift from foundational leadership to a globally-focused era for the Kingdom’s market watchdog.
Maseko takes over from Muzi Dlamini, whose five-year tenure strengthened the Commission’s domestic presence.
The cornerstone of this appointment is Maseko’s brain gain profile. She holds a Master’s degree in EU Competition Law from King’s College London and is in the process of completing a Master of Science in International Business Leadership and Management at the University of York.
Having spent over eight years at the COMESA Competition Commission, Maseko returned to Eswatini with a rare depth of experience in cross-border enforcement and multijurisdictional investigations.
There, she led investigations into unfair business practices across several countries as Acting Manager in the Enforcement and Exemptions Division and later as Principal Analyst in the Competition Division.
During her tenure, she contributed significantly to strengthening competition enforcement across the COMESA region, enhancing regulatory compliance and market fairness for member states.
Her academic credentials, coupled with her regional and local experience, position her to lead the ESCC through a period of growth and strategic alignment with international competition standards.
Having started at the Commission in 2011 as an Analyst, and promoted to Senior Analyst in 2014, her early work focused on mergers and acquisitions, assessing business consolidations to ensure they did not undermine competition.
In 2024, Maseko returned to Eswatini to assume the position of Director of Competition and Consumer Protection at the ESCC.
Accepting the mantle, Maseko thanked the Minister and the Board for the opportunity to serve.
She emphasized that her leadership will focus on consumer protection, fair competition, and collaboration with regional partners such as the African Continental Free Trade Area (AfCFTA).
“The mandate of the ESCC is clear, and I am committed to upholding it. Our work is essential in promoting fair markets, protecting consumers, and supporting sustainable economic growth,” Maseko said.
Minister of Commerce, Industry and Trade, Manqoba Khumalo (MP), who officially welcomed Maseko at an event held at Royal Villas yesterday, expressed his confidence in the appointment of one of Eswatini’s leading experts in competition law and consumer protection.
“It is a pleasure to stand before you today as we recognise and introduce one of the key leaders strengthening the work of the Eswatini Competition Commission, an institution that ensures our markets remain competitive, transparent, and fair for both businesses and consumers,” he said.
Highlighting the importance of strong institutions for economic growth, the Minister noted that the Ministry of Commerce, Industry, and Trade remains committed to promoting fair business practices and protecting consumer welfare across the Kingdom.
Accepting the mantle, Maseko thanked the Minister and the Board for the opportunity to serve.
She emphasized that her leadership will focus on consumer protection, fair competition, and working with regional partners such as the African Continental Free Trade Area (AfCFTA).
“The mandate of the Eswatini Competition Commission is clear, and I am committed to upholding it. Our work is essential in promoting fair markets, protecting consumers, and supporting sustainable economic growth,” Maseko said.
Minister Khumalo concluded the event by congratulating Maseko, noting that her leadership is expected to strengthen the Commission’s efforts and further enhance its reputation both locally and regionally.
Her appointment signals the government’s continued commitment to empowering capable leaders who drive transparency, fairness, and economic development.