Sylvia Maseko is a dynamic business leader who wears many hats, including being the CEO of Medical Events, Daisy Lee Events, and the African Health Excellence Organisation. With a wealth of experience and a deep commitment to making a difference, she has built a career that blends entrepreneurship, healthcare, and event management. Her work focuses on corporate events, and through her leadership, Sylvia has become a prominent figure in Africa’s business community. At EliteX, we are proud to have Sylvia Maseko as part of the edition: Prominent Business Leaders in Africa, 2024.
Sylvia Maseko | CEO | African Health Excellence
Sylvia’s journey in the professional world began in healthcare, having qualified as a dietician. However, her time in the public health sector was short-lived. She worked there for less than two years but found the environment emotionally taxing. Dealing with sick patients, particularly children, and facing the harsh realities of limited resources left her feeling helpless. “I’m a very results-driven person,” she explains, “and the inability to implement my strategies and see the positive outcomes I desired left me feeling useless and depressed.” Her desire for change led her to leave the public sector and venture into the corporate world, where she knew she could have more control over her outcomes. This shift marked the beginning of her entrepreneurial journey.
Sylvia’s entrepreneurial spirit was cultivated at a young age by her mother, who instilled the value of hard work and business skills in her children. “Growing up, our Mom trained us to be entrepreneurs, but at the time, we thought she was being harsh,” she recalls. While other children were out playing after school, Sylvia and her siblings were selling vegetables and clothes made by their mother. This experience shaped Sylvia’s resilience and taught her valuable lessons about rejection and perseverance. As a young adult, Sylvia knew she wanted to succeed in life and was willing to work hard to achieve her goals. She entered the corporate world, using it as a platform to learn the ins and outs of running a business. Her motivation came from a deep desire to make a difference in people’s lives, whether by providing employment opportunities or offering solutions to clients through her businesses.
“As a business leader, I hope to leave behind a legacy that embodies empowerment, sustainable practices, and ethical leadership.”
Like many entrepreneurs, Sylvia faced significant challenges when starting her business. One of the biggest hurdles was funding. To build a solid reputation, she needed to host in-house events, which required upfront costs for venues, guest speakers, and marketing. Fortunately, Sylvia was still employed at the time and used her salary to fund her business in the early stages. This strategy enabled her to overcome financial challenges and gradually grow her company. A major turning point in her journey came when she made the decision to run her business full-time. “This was when I saw real growth,” she notes. Without the distraction of another job, Sylvia could focus solely on her business, which led to rapid success. “The business became my Plan A, B, and C,” she says, “and I had no choice but to push it to succeed.”
In a fast-paced and competitive industry like event management, staying ahead of the competition is crucial. Sylvia keeps herself and her businesses at the forefront by continually researching the industry and investing in both her personal growth and the latest technology. “I invest in my growth as a leader and affiliate with many organizations that help me stay ahead of my competitors,” she shares.
Innovation plays a key role in Sylvia’s strategy. The events industry is stressful and fast-moving, but technology allows her team to stay on top of tasks, ensuring that no client feels neglected. This commitment to innovation has been a driving force behind her success. As environmental consciousness grows, Sylvia has made sustainability a priority in her business. She has joined the Event Greening Forum, where she learns about sustainable practices in event planning. “We offer eco-friendly events that cater to environmentally conscious clients,” she explains.
“Our industry is evolving; I’m also evolving as a leader. If my employees can’t evolve, they become a stumbling block to our growth as a company.”
Sylvia also prioritizes the well-being of her employees, understanding that people leave toxic work environments, not companies. Through her involvement with the Employee Assistance Professionals Association of South Africa (EAPA-SA), she ensures that her employees’ mental health and wellness are a focus within the company. Her leadership philosophy emphasizes creating a supportive work environment where employees can thrive. One of the most difficult decisions Sylvia has had to make as a leader was letting go of a long-term employee. “She had been with us for over five years, and we had grown close, almost like family,” she says. However, in an industry that is constantly evolving, stagnation can be detrimental. Sylvia felt that the employee’s reluctance to grow was holding the company back. Despite the emotional challenge, she made the difficult decision to part ways, hoping that the employee would find growth elsewhere.
Sylvia’s leadership style is deeply rooted in her commitment to growth and progress. She is someone who takes stagnation personally and strives for continuous improvement, both for herself and her team. Balancing the demands of being a CEO with personal life can be challenging, but Sylvia credits her understanding family for making it possible. “I have a home office, so I’m able to spend time with my family while working,” she explains. Though her schedule is often demanding, she prioritizes her family’s needs by scheduling quality time with them, particularly on Sundays. Sylvia’s spiritual life is also important to her, and she makes time for it amid her busy schedule. As a Christian, she believes in being intentional about growing spiritually, even when business demands are high.
Through the African Health Excellence Organisation, Sylvia’s businesses give back to the community in numerous ways. The organization hosts educational events to empower underserved healthcare professionals and helps reduce unemployment among doctors and other healthcare workers through its NCD (Non-Communicable Diseases) program. Additionally, the organization hosts recognition awards for doctors and healthcare practitioners in Africa and supports rural schools based on their needs. Sylvia also volunteers her time to manage foundations for individuals who want to give back but lack the time or expertise.
Looking ahead, Sylvia envisions a bright future for business in Africa. She sees tremendous potential in digital transformation, sustainability, and local talent development. In her own industry, she believes that embracing technology, such as virtual and hybrid events, will be crucial to expanding reach and generating new revenue streams. Sylvia’s legacy as a business leader will be one of empowerment, sustainable practices, and community development. She hopes to inspire future leaders to embrace ethical leadership and to continue fostering collaboration and innovation across industries. Through her leadership, Sylvia Maseko is transforming Africa’s event industry and leaving a lasting impact on the continent.
“What keeps me motivated is the fact that I know I can make a difference in someone’s life through my business, whether by giving them employment or providing solutions to their problems.”