By Tlalane Dlamini
Phetsile Masilela is stepping down as the Executive Director of Junior Achievement Eswatini.
This marks a transformative five-year period. Starting in 2020, Masilela’s leadership changed JA Eswatini from a program delivery organization into a high-impact economic development resource, achieving significant, measurable results, including top global recognition and key physical infrastructure for its partners and over 10,000 young people.
Her legacy offers a blueprint for a sustainable way to develop entrepreneurial capacity in Eswatini.
The official media release announcing Phetsile Masilela’s departure as Executive Director of Junior Achievement Eswatini (JA Eswatwini) on October 13, 2025, marks the successful completion of a five-year strategy that significantly improved Eswatini’s youth entrepreneurship ecosystem. Masilela’s tenure, which began in 2020, transformed JA Eswatwini from a program delivery organization into a high-impact economic development asset, delivering substantial returns on investment for its partners and the nation’s youth.
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Economic Impact and Measurable ROI
Under Masilela’s leadership, JA Eswatini’s operations and influence expanded significantly, directly impacting over 10,000 young people and creating measurable value.
• Global Brand Equity: The consistent Top 3 Placement in the JA Africa Company of the Year Competition and the crowning of Nagrotech (Pty) Ltd as African champions positioned Eswatini as a regional leader in youth-led innovation. This global recognition elevates the country’s profile, attracting international investors and showcasing the quality of its emerging talent pool.
• Physical Infrastructure Investment: The establishment of Incubation Centres in Nhlangano and Ludzeludze, with the upcoming Mpaka Vocational Centre site, represents a critical strategic investment. Supported by partners like the Taiwan Embassy, UNICEF, and the Government of Eswatini, these centres provide the necessary physical and technical infrastructure to convert educational outcomes into sustainable, job-creating Small and Medium-sized Enterprises (SMEs).
• Direct Seed Funding & Business Support: Initiatives like the Youth Business Shower, backed by FINCORP, provided capital and mentorship to 165 young entrepreneurs. This mechanism effectively de-risked early-stage ventures, a vital function in fostering a robust private sector.
• Workforce Development Pipeline: The revitalisation of Job Shadowing Programs (benefiting 200 students) and specialised STEM Promotion in the energy sector (with the Ministry of Natural Resources and Energy) actively addressed the skills gap. By aligning student experience with industry demands, JA Eswatini improved the employability and market readiness of its graduates.
Inclusive Growth as a Core Business Strategy
Masilela’s strategic focus on inclusivity was not just a social imperative; it was an expansion of the market and talent pool. By targeting traditionally underserved groups, JA Eswatini created more resilient economic actors:
• Empowerment Through Enterprise: Programmes that integrated entrepreneurship with HIV Programming and Sexual and Reproductive Health (SRH) initiatives (in partnership with Young Heroes, Georgetown University, and UNFPA) provided practical business skills alongside essential life skills, ensuring vulnerable populations gain economic independence and stability.
• Accessibility for All: The development of braille resources and support for youth with disabilities demonstrated a commitment to maximising the national talent base, adhering to best practices for corporate and social responsibility.
Endorsement and Future Outlook
The success of JA Eswatini was underpinned by strong institutional support, including consistent annual subvention from the Ministry of Commerce, Industry and Trade. This public-private alignment solidifies the organisation’s role in national economic planning.
Board Chairperson Mluleki Dlamini acknowledged Masilela’s impact, stating, “We thank the ED for her services and impact on the youth in financial literacy, job shadowing, and entrepreneurship.” This sentiment is echoed by successful alumni who attribute their foundational confidence and success to the organisation’s platforms.
As the Board embarks on the search for a new Executive Director, the incoming leader will inherit an institution with a strong operational framework, proven effectiveness, and deep strategic partnerships. Masilela’s legacy is the blueprint for a sustainable model of entrepreneurial capacity building, making JA Eswatini an essential engine for Eswatini’s future economic prosperity.