Africell Sierra Leone has set a renewed people-centered direction for 2026, as the company’s senior leadership convened at the Tokeh Resort for its annual Management Strategic Retreat. The high-level gathering brought together executives to assess Africell’s 2025 performance and to outline strategic priorities for the year, with a strong emphasis on customer experience, community engagement and sustainable corporate impact.
Opening the retreat, Africell Chief Executive Officer, Shadi Gerjawi, described 2025 as a defining year for the company, marking 25 years of Africell’s operations across Africa. He said the anniversary was celebrated not only within the organization, but also with subscribers, partners, staff and stakeholders across all operating markets.
The CEO expressed deep appreciation to customers and employees, noting that their commitment has shaped Africell’s growth, resilience and stature as one of Africa’s most trusted mobile network operators. He added that the company is now preparing for its next 25 years of innovation, service evolution and regional expansion.
Reflecting on last year’s theme, Shadi Gerjawi reminded Management that 2025 was declared Africell’s “Year of Community Service,” a commitment that guided dozens of outreach and empowerment activities nationwide.
He highlighted the company’s landmark gesture of presenting a newly constructed house to a loyal subscriber from Kabala, calling it a symbolic and emotional culmination of Africell’s year-long community initiatives. The moment, he said, reaffirmed Africell’s pledge to make real and measurable contributions to the lives of its customers.
Looking ahead, the CEO emphasized that customer-centric decision-making remains the core of Africell’s 2026 agenda.
He noted that every strategic choice, short-term or long-term, must be evaluated based on the benefit it delivers to subscribers. Africell’s focus for the year, he explained, is to reinforce the balance between service quality, value and pricing, while sustaining the company’s competitiveness in Sierra Leone’s dynamic telecommunications market.
On corporate social responsibility, Shadi Gerjawi underscored that community development is not an add-on, but a defining feature of Africell’s identity.
He highlighted the work of the Africell Impact Foundation, including its flagship Africell Learning Center, which he described as a major pillar of the company’s educational advancement initiatives. He announced ambitious nationwide training plans for 2026 and revealed ongoing collaborations with the Institute of Public Administration and Management (IPAM) and Njala University to expand access to free training programs for Sierra Leoneans.
Shadi Gerjawi also reaffirmed Africell’s continued investment in entertainment, youth empowerment and sports development. He cited the company’s partnership with AYV for the production of Housemates Salone Season 4, noting increased public anticipation for a potential fifth season. He further confirmed Africell’s sustained sponsorship of East End Lions Football Club, and disclosed ongoing engagements with the Sierra Leone Football Association (SLFA) to broaden sports support nationwide.
On stakeholder engagement, the CEO stressed that Africell’s interaction with communities and the media is deliberate and structured, guided by a comprehensive annual outreach calendar. This framework, he said, ensures regular nationwide engagement, particularly with ordinary subscribers whose perspectives and feedback continue to influence Africell’s service innovation and delivery.
In closing, Shadi Gerjawi encouraged Sierra Leoneans to keep choosing Africell as their preferred telecommunications network. He assured the public of Africell’s unwavering commitment to clear voice quality, fast and reliable data services, and a strong customer support culture, noting that the company remains devoted to supporting its customers just as it seeks their continued loyalty.
The 2026 Management Strategic Retreat stands as Africell’s first major corporate engagement of the year, setting the tone for enhanced operations, elevated service standards and stronger community partnership as the company enters a new phase of growth in Sierra Leone.