By Staff Reporter
Outgoing Miss Namibia and Miss Teen Namibia chief executive officer (CEO) Umbi Karuaihe-Upi is bowing out after reshaping the country’s pageantry space into a platform linked to education exposure and national representation.
Karuaihe-Upi told Confidente that she took charge of the pageants after the Namibian Broadcasting Corporation (NBC) acquired control of the franchise previously managed by Connie Maritz. At the time, she was serving as NBC’s chief commercial officer and was tasked with steering the pageants under public ownership. Her appointment marked the first time the Miss Namibia brand operated fully within a national broadcaster framework. “From the onset, I said this pageant must become a powerful movement for social change, not just a beauty contest. We shifted the focus from spectacle to outcomes,” Karuaihe-Upi said. Under her leadership, Miss Teen Namibia and Miss Namibia were repositioned as development platforms tied to scholarships, housing support and stipends. Education became central with structured scholarship packages secured for winners through partnerships with local tertiary institutions. “Education is the only legacy we can truly leave behind, so I made sure scholarships became central to the value of the crown,” she added. Housing support followed through agreements with the National Housing Enterprise which delivered houses allocated to title-holders over fixed terms.
She ensured that cash prizes and monthly stipends were standardised while vehicles and short term benefits were deprioritised. Meanhwile, the prize structure was redesigned to ensure continuity and personal security for winners beyond their reigns. According to Karuaihe-Upi, the aim was to replace symbolic rewards with assets that hold value over time.
Furthermore, major corporate partners came on board while NBC leveraged its broadcast reach to package the events as premium national content. Advertising revenue and sponsorship income became key funding pillars. “I used the power of NBC to tell Namibia’s story convincingly and to elevate the brand equity of both the pageant and the broadcaster”
She recalls that since her appointment, Namibia recorded multiple placements at global competitions. These included Jamila Uiras placement in the top 20 at Miss Universe in 2023 the first such placement in two decades. During the same period other representatives reached finals and podium positions across Miss Teen International Miss Global and continental contests.
“When you go to compete with over 100 countries and you get placed in the top 20 after 20 years, that is not luck, it is by design.”
Karuaihe-Upi attributes the results to deliberate selection preparation and exposure. “Contestants were treated as national representatives with training aligned to international judging standards. This is the same like with elite sport where preparation selection and support determine outcomes.
As she exits, Karuaihe-Upi maintains that structures are in place to sustain the management model which she created since taking over as CEO. “Production teams sponsorship frameworks and prize packages are embedded within NBC systems. While I acknowledge that leadership style might change, but the foundation remains intact.”
