Senior Management
Who We Are
Emy Casaletti-Bwalya
Founder & CEO
Emy Casaletti-Bwalya, the esteemed CEO of Optimize, brings a wealth of experience spanning over 25 years in sports management and administration. Her illustrious career features leadership roles at renowned organizations such as Kappa and the Kaizer Chiefs Football Club.
As a chartered marketer, Emy has lent her expertise to prominent entities like Eskom, Coca Cola, and ABSA, offering invaluable consultancy services. Her remarkable achievements earned her the prestigious title of "One of the Top 10 Most Influential Women in Marketing" by The Star in August 2009.
Having previously served as a senior marketing and rights executive at SAIL and head of marketing at the 2010 FIFA World Cup LOC, Emy's global experience as a FIFA administration and management consultant has positioned her as a respected authority on global topics such as 'revenue generation'.
In 2018, Emy assumed a pivotal role at the Nelson Mandela Foundation, overseeing all sports properties and spearheading donor relations and fundraising initiatives to further advance and manage their sports rights.
Beyond her executive duties, Emy actively contributes to the boards of Brand South Africa and Women & Men Against Child Abuse, showcasing her commitment to societal impact and advocacy
Thabo Sephuma
Director
Thabo Sephuma serves as a critical member of the Optimize team. He is the perfect combination of experience and education with a proven track record in business development and partnerships, ensuring that our organisations achieve their fundraising goals.
Highlighting More Than Two Decades of Experience in Government, Non-Profits, and Sports, he excels in this position, with excellent communication and interpersonal skills, making him the perfect person to engage with donors, sponsors, and other stakeholders. Thabo keeps upto-date with the latest fundraising trends and techniques, and creatively applies them to accomplish desired outcomes.
Thabo's educational background includes multiple degrees in business administration, marketing, or related fields, and a solid understanding of finance and accounting. Moreover, he holds relevant certifications in fundraising and nonprofit management.
Overall, Thabo's experience, education, and skills have contributed to his impressive record in business development and partnerships, along with his excellent communication and interpersonal skills.
Kalusha Bwalya
Chairman
Kalusha Bwalya is a driven entrepreneur and administrator with a successful career as a football legend. He holds the distinction of being the only footballer from Southern Africa to have won the prestigious ‘African Footballer of the Year’88 ‘ title. Throughout his 21 years as an international professional footballer, Kalusha played in several countries and captained his home country of Zambia playing more than 100 International games scoring 50 goals with dignity and honor. His successes both on and off the field of play have earned him numerous accolades, including a UEFA ‘A’ coaching license from the KNVB.
Kalusha is fluent in five languages and has a vast international network, providing him with exceptional insight into the African continent. Under his Presidency of the Football Association of Zambia , he played an instrumental role in leading Zambia to win the 2012 Africa Cup of Nations for the first time in more than 50 years. Kalusha has served as a standing Technical committee member of both FIFA and CAF 2004-2019. He is the Chairman of Optimize, a sports marketing agency, and the founder of the Kalusha Foundation, a non-profit organization dedicated to empowering Zambian youth.
In 2003, Kalusha was appointed as a 2010 FIFA World Cup ambassador and subsequently became the Deputy Chairman to Franz Beckenbauer on the FIFA World Cup Brazil 2014 Task Force. He served on the FIFA Technical Study Group for both the 2006 and the 2010 FIFA World Cups. Kalusha was a CAF Executive member for eight years and was recently awarded the prestigious ‘Freeman of the City of Lusaka’. He is a regular contributor to Forbes Africa magazine, writing a monthly column, and is a frequent television commentator on football. Currently, Kalusha is pursuing a degree in Strategic Diplomacy.
Sienna Nyembe
Digital Manager
As a Social Media Manager responsible for overseeing all content across various platforms, Sienna’s role is crucial in maintaining a strong online presence for our clients. He stays updated with the latest trends & His tasks involve creating engaging and relevant content that resonates with the target audience, optimizing placements to maximize reach and engagement, and providing valuable insights and consulting services to clients to help them achieve their social media goals.
He issued updated with the latest trends in social media marketing, understand the algorithms of different platforms, and have a deep understanding of your clients' brand identity and target audience. By crafting compelling content, utilizing data-driven strategies to optimize placements, and offering expert advice to clients, he effectively drives traffic, increasing brand awareness, and fostering meaningful connections with followers.
His expertise in content creation, strategic placement, and client consultation plays a vital role in shaping the online presence and success of the brands we work with. By continuously refining his skills, staying ahead of industry developments, and delivering top-notch service to our clients, he truly make a difference in the digital marketing landscape.
