Legal expert joins tyre manufacturer, Bridgestone

Legal Executive Scarlate Masiye joins Bridgestone Exco to lead legal and regulatory function

Newly-appointed Legal Executive at Bridgestone Southern Africa’s (BSAF), Scarlate Masiye’s diverse and unique track record is set to be a valuable contribution as the business affirms its position as a global leader in sustainable and advanced mobility solutions.

“Throughout my career, I’ve gained solid experience in litigation, contract law, company law, environmental law, and competition law,” Masiye says. “These are all areas that are relevant to Bridgestone’s regulatory environment, which is a complex and constantly evolving external landscape.

“As the company also embarks on an internal realignment, I’ll be guiding the team in understanding the various legislative guidelines and develop the necessary skills to execute on a legal framework that supports the business master plan,” she says.

Since 2019, when Jacques Fourie joined as Bridgestone’s new CEO, the company has embarked on a compressive repositioning journey, from just a tyre company to a total mobility solutions provider.  This has included a substantial technology investment, from the Brits manufacturing plant to its various operations around the country, as well as a mass talent acquisition drive and consolidation of business units to enhance efficiencies.

The process has resulted in the company being the most transformed tyre manufacturer, now at a Level 3 B-BBEE certification.

“Finding the best skills to create a truly diverse organisation is more than just looking at demographic representation,” Fourie says. “We have made a conscious decision to find the best talent, even from outside the tyre industry, to lead through innovative thinking and experience.”      

Masiye’s accomplished career includes her five-year development from candidate attorney to senior associate at Cliffe Dekker Hofmeyr and a two-year tenure as legal counsel at South African Breweries.

She worked for over seven years at British American Tobacco South Africa (BATSA), where she served in various positions, including as legal director as well as external affairs director before joining Bridgestone in August 2021. Her most recent achievements include the successful acquisition of the Twisp, marking BATSA’s entry into the vaping industry in South Africa, as well as the successful litigation to lift the ban on tobacco sales in 2020.

She holds an LLB Degree cum laude from the University of Witwatersrand, including various qualifications in law and leadership. When not working, she enjoys spending most of her time with her son.  She also enjoys interior design, fashion, and adventure activities, particularly, zip-lining, bungee jumping, and skydiving.



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