On Wednesday, 3 September 2025, the Montecasino Ballroom in Fourways was alive with energy, pride, and celebration as the PAFSA PA of the Year Awards honoured the outstanding professionals who form the backbone of South African organisations. Guests gathered to recognise and applaud the invaluable role of personal assistants (PAs) and executive assistants (EAs) – individuals whose behind-the-scenes contributions keep the wheels of business turning.
A Warm Welcome to Begin
The day opened with a heartfelt welcome from Eric Vermeulen, the MC for the event. With his signature charm and charisma, Eric set the tone for a day filled with inspiration, recognition, and celebration of the PA and EA profession.
Keynote and Early Inspiration
The programme then shifted to the first keynote of the day, where Jabu Zwane captivated the room with his talk on the “7 Cs of Power Relationships.” His insights into trust, respect, and influence created a powerful foundation for the conversations that followed.
Peer-to-Peer Learning and Debate
The spotlight soon moved to the PA of the Year finalists, who shared their stories, experiences, and professional journeys in a series of heartfelt speeches. Their words not only showcased their individual strengths but also highlighted the passion and resilience that define the profession.
Adding to the momentum, the 2024 Top Five Finalists, led by titleholder Samantha Reyneke, hosted a lively debate on “Priorities before People, or People before Priorities?” The scenario posed was as dramatic as it was thought-provoking: What if your CEO suffers a heart attack on the morning of a major event? The discussion sparked laughter, lively exchanges and genuine reflection. It was a brilliant reminder of the ethical and emotional complexity that PAs often navigate. Balancing urgency with empathy, and logistics with loyalty.
The next group of finalists then returned to the stage, continuing the peer-to-peer learning sessions with powerful narratives that captured the essence of what it means to serve in these vital roles.
A Message of Confidence
Following the finalists, the audience welcomed Khanyisa Mnyaka, who delivered a deeply resonant session: “You Are Irreplaceable: Building Unshakable Confidence in a Role that’s Often Overlooked.” Her message reinforced the importance of self-belief and the immeasurable value that PAs and EAs bring to their organisations.
Both Jabu Zwane and Khanyisa Mnyaka part of the judging panel, lent their expertise alongside Adele Delmos of Tsogo Sun, Antois-Leigh Nepgen of 4Mal Media & CareerSuccess magazine, and Dimitri Vouzounekari.
Networking, Energy and Celebration
Delegates then enjoyed a break for networking, group work, and a celebratory lunch, complete with a group photo to capture the moment. Entertainment from Beach + Bush Teambuilding brought a burst of energy and fun, perfectly balancing the formalities of the day.
Crowned with Excellence
The afternoon saw the much-anticipated award ceremony. The finalists presented their final thoughts in the one on one session with the judges before the judges made the incredibly tough decision. In fact, the judging resulted in a tie, forcing a re-examination of the scores. By just one point, Soomaya Mall, Executive PA to the CFO at Nedbank, was named South Africa’s PA of the Year™ 2025.
Her acceptance speech was a defining moment. Presented with a quote from Steve Jobs – “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work” – she gave a moving interpretation.
Soomaya reflected on her career path, from Web Developer to Project Administrator, but revealed that her most meaningful work has come from the role she has embraced for the past thirty years: Personal Assistant.
She reminded the audience that being a PA is not just about managing diaries or answering calls. It is about trust, relationships, and being the person who quietly holds everything together. Her words were a powerful reminder that great work is not defined by titles or accolades, but by purpose, care, and the impact we have on others.
A Profession Worth Celebrating
The day was not only about competition but about appreciation. Each finalist – alongside the six other semi-finalists and the many nominees – represented the heartbeat of organisations across South Africa. Their dedication highlights how integral the PA and EA community is to business continuity, leadership support, and organisational growth.
A Note of Thanks
The PAFSA PA of the Year Awards would not have been possible without the generous support of sponsors, partners, and speakers. PAFSA extends its heartfelt gratitude to the Main Platinum Sponsors: Tsogo Sun, Ridgeline, Strong PR, Beach and Bush, Bar Motion, EPH, Unlimited Events, Inspire Furniture Rentals, and Flock.
A special thank you also goes to the keynote speakers, Khanyisa Mnyaka and Jabu Zwane, whose words of inspiration resonated deeply throughout the day.
We also acknowledge the many partners who contributed prizes that added to the celebration, including: African Hills, BWH Hotels, L’Oréal, Biomedical Emporium, Tech2Desk, Thaba Eco Hotel, Avianto, Sun International, Capital Hotels, Fancourt, Hard Rock Café, Harties Boat Company, Lanserac, Legacy Hotels, Intundla Game Lodge, Kieviets Kroon, Monte De Dios, Jenna Clifford, MSC Cruises, NH Hotels, Pocket Perfumes, Fro9zen For You, Carnation Group, Okio, Peermont, The Blades, Focus Rooms, Avroy Shlain, Mongena Game Lodge, BIC, cidb, Reserved Suites, and Phahama Lodge.
Their collective contributions ensured that this year’s event was not only a celebration of excellence but also an unforgettable experience for all who attended.
Looking Ahead
For 4Mal Media, it was a privilege to be part of the judging panel and to celebrate this incredible profession. Our congratulations go to Soomaya Mall, the finalists, and every nominee for their outstanding contributions.
Be sure to keep an eye out for the October edition of CareerSuccess magazine, where we’ll be chatting to Soomaya about her win, what this award means to her, and her exciting journey into 2026.
Pictures: Strong PR Media Productions
