Africell Sierra Leone held its 2026 Management Strategic Retreat at Tokeh Resort, bringing together senior leadership to review the company’s 2025 performance and define strategic priorities for the year ahead. The retreat served as a high-level platform for internal reflection, planning, and alignment on Africell’s operational direction, customer engagement strategy, and corporate social responsibility agenda.
On the opening day, Africell Chief Executive Officer Shadi Gerjawi described 2025 as a landmark year in the company’s history, marking 25 years of Africell’s operations in Africa. He said the anniversary was celebrated not only within the company but also with subscribers, partners, stakeholders, and staff across all markets where Africell operates. He expressed appreciation to customers and employees for their contributions to the company’s growth and resilience, noting that Africell is now positioning itself for the next 25 years of expansion and innovation.
The CEO reminded management that 2025 had been declared Africell’s “year of community service,” a theme that guided the company’s outreach initiatives throughout the year. According to him, Africell successfully implemented its community-focused plans from January to December, culminating in the handover of a newly built house to a subscriber from Kabala. He described the presentation of the house to the winner, Amit, as an emotional and fitting conclusion to the company’s community engagement drive, reinforcing Africell’s commitment to making tangible impacts in the lives of its subscribers.
Looking forward, he stated that Africell’s overarching priority for 2026 remains customer-centric decision-making. He explained that every management action and strategic choice is assessed based on its short-term or long-term benefit to customers. The company’s goal for the year, he said, is to deliver a strong balance of service quality, value, and pricing, ensuring improved customer satisfaction while sustaining Africell’s competitiveness in Sierra Leone’s telecommunications sector.
On corporate social responsibility, the CEO emphasized that community development is embedded in Africell’s identity and is being strengthened through the Africell Impact Foundation. He referenced the Africell Learning Center as a key pillar of the company’s educational support initiatives and announced ambitious nationwide training plans for 2026. He described these training targets as bold and far-reaching, adding that Africell is currently in discussions with the Institute of Public Administration and Management and Njala University to provide free training opportunities to Sierra Leoneans under the Foundation’s programs.
The CEO further highlighted Africell’s continuing investment in entertainment, youth engagement, and sports development. He pointed to the company’s partnerships with local artists and media platforms, including the production of Housemates Season 4 in collaboration with AYV, noting growing public demand for a fifth season. He also reaffirmed Africell’s sponsorship of East End Lions Football Club and disclosed ongoing engagements with the Sierra Leone Football Association to expand support for sports initiatives in the country.
He underscored Africell’s commitment to consistent engagement with communities and the media, explaining that the company’s outreach programs are planned on a structured calendar from the beginning of each year. He said this approach ensures regular interaction with subscribers across the country, particularly ordinary customers whose feedback helps shape Africell’s service delivery and innovation.
Concluding, the CEO called on Sierra Leoneans to continue choosing Africell as their network of preference. He assured customers of the company’s dedication to providing clear voice services and fast, reliable data, adding that Africell remains committed to supporting its subscribers just as it seeks their loyalty and trust.
The 2026 Management Strategic Retreat marks Africell’s first major corporate engagement of the year, setting the tone for operational execution, service enhancement, and deeper community involvement as the company enters its next phase of growth in Sierra Leone.
