TV and radio personality Penny Lebyane has been appointed as the new head of communication at the Collen Mashawana Foundation (CMF), a move that signals a new chapter for the organisation as it marks 14 years of service.
Penny officially assumed the role this month and described the appointment as a “homecoming”, saying it formalises a relationship she has shared with the foundation for more than a decade.
“I am deeply honoured and moved to formalise my long-standing relationship with CMF. For more than a decade I have witnessed first-hand the transformative work the foundation does in restoring dignity and hope to the elderly and orphaned and vulnerable children.”
She said the role allows her to align her professional expertise with a cause she deeply believes in as the foundation continues its work of uplifting disadvantaged communities through addressing poverty, unemployment, housing, food insecurity and education challenges.
With more than 20 years of experience in radio and television, Penny said she plans to use her broadcasting background to amplify the foundation’s work, tell compelling stories and engage key stakeholders across many platforms.
Her immediate priorities include shaping a clear and impactful narrative for CMF, strengthening relationships with media, donors, volunteers and partners, and leveraging the foundation’s 14th anniversary milestone to highlight its achievements and future ambitions.
Founder of the CMF, Collen Mashawana, said Penny’s appointment comes at a critical moment in the organisation’s journey.
“As the foundation marks 14 years of service, it is important we clearly communicate where we come from, the impact we have made and where we are going. Penny’s appointment reflects our commitment to telling the story with clarity, credibility and purpose as we enter our next phase of growth,” he said.
Collen said Penny stood out as the ideal candidate due to her extensive experience in media, advocacy and social justice, and her ability to connect people, institutions and communities through storytelling.
“She has a deep appreciation for social impact, which is essential as we reflect on our journey and prepare to expand our footprint beyond South Africa as part of our new strategy,” he said.
He added the appointment aligns strongly with the foundation’s vision of restoring dignity and improving living conditions across African communities, noting the CMF is increasingly focused on strengthening partnerships at community, local, national and continental levels.
Penny will lead the foundation’s communication strategy, manage media and stakeholder relations, strengthen its digital presence and ensure its impact, growth plans and partnerships are communicated transparently as the organisation forges new alliances.
Collen stressed strategic communication is central to the foundation’s work, particularly as it expands into other African countries.
“It helps us demonstrate impact, build trust and mobilise support. Clear communication will be essential as we align with partners who share our values and vision of bringing hope and dignity.”
He said the foundation expects Penny’s leadership to elevate CMF’s public profile, deepen stakeholder engagement and help position the organisation as a trusted foundation with a proven track record and a compelling Pan-African vision.
“The appointment sends a message to young professionals that communication is a powerful tool for development and change, and that their skills are needed beyond corporate spaces to help shape Africa’s development narrative,” he said.
Collen said the communications department is expected to evolve into a strategy and impact-driven function that supports growth beyond South Africa, strengthens partnerships and tells authentic African stories rooted in townships and villages.
In her first year, Penny is expected to play a key role in commemorating the foundation’s 14-year journey, strengthening partnerships, improving communication systems, supporting the volunteer network and helping drive the foundation’s expansion across Africa and beyond.
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