In a bold leadership shakeup, Bethlehem Tilahun Alemu, the Ethiopian tech entrepreneur and founder of the global footwear brand soleRebels, has been appointed the next CEO of the $5.3B Mastercard Foundation — with a mission to scale youth employment across Africa using digital innovation.
In short: A made-in-Africa business icon is now steering one of the continent’s biggest foundations toward tech-led opportunities for young people.
Why This Appointment Hits Different
Bethlehem’s story is rooted in community and craft. She built soleRebels from Addis Ababa in 2005 to tap into local artisan talent and turn it into a global brand.
Her move to lead Mastercard Foundation signals something powerful: this is not a technocrat parachuted in — it’s someone who’s walked the path of African entrepreneurship, now bridging commerce, innovation, and social impact.
What She’s Walking Into
Bethlehem steps into a role with high expectations and a big terrain:
1. Youth Employment via Digital Innovation
The Foundation’s core work involves enabling millions of young people in Africa to find dignified work. Under Bethlehem’s leadership, digital tools, AI, edtech, aand gritech could become even more central to unlocking those opportunities.
2. Deepening Local Ownership
Her background suggests a leadership style that prizes “from the ground up” solutions. That could mean more support for local innovators, startups, and homegrown ecosystems, rather than only large international grant models.
3. Big Funding, Big Responsibility
At $5.3 billion, Mastercard Foundation is one of Africa’s largest philanthropic vehicles. Bethlehem will have to balance scale with impact, ensuring that investments in tech and youth are inclusive and sustainable.
The Gist in 4 Quick Points
- Bethlehem Tilahun Alemu, founder of soleRebels, is now CEO of Mastercard Foundation.
- She brings deep roots in African entrepreneurship and design.
- Her task: scale youth employment through tech and innovation.
- The move signals a shift toward “Africa-led” development solutions.
Why You Should Care
If you’re an African startup founder, a young person seeking opportunities, or someone interested in how philanthropy intersects with technology, this matters.
- It could mean more funding for startups doing real work in agriculture, health, and education.
- It could bring more local voices into the decision-making process of how big foundations choose projects.
- Might shift power from outside actors to African innovators.
What We Have Ahead of Us
It won’t be easy. Challenges to watch:
- Ensuring rural youth, not just city-based young people, are included.
- Making sure women and marginalized groups get access to these digital pathways.
- Balancing tech ambitions with ground realities like connectivity, digital skills gaps, and infrastructure.
If Bethlehem leans into her roots and sees technology as a tool, not an end, her tenure could reshape how large philanthropic institutions collaborate with Africa’s own changemakers.
From Shoes to Social Impact
Bethlehem Tilahun Alemu’s journey from crafting shoes in Addis Ababa to leading a $5.3B foundation is a narrative of vision, grit, and local uplift. Her new role gives her a platform to scale what she’s already proven: when Africa leads its own innovation, the results can resonate globally.
– Watch closely: under her watch, your next opportunity might come from a funder who gets where you’re coming from
