Telecommunications group Cell C has appointed Jorge Mendes as its new CEO, effective July 1, 2023.

Mendes’ appointment comes at a pivotal time for the company with increasing competition in the market, according to Cell C chairperson Joe Mthimunye.

“He has a proven track record of driving growth and profitability in challenging market conditions, and his appointment is seen as a positive step towards restoring Cell C’s position as a key player in the industry.”

With a deep understanding of the telecommunications industry and a track record of success, Cell C is confident that his leadership and vision will help take the company to new heights of growth and profitability in the years to come, said Mthimunye, commenting on the extensive experience and expertise Mendes will bring to the role.

Mendes has over 25 years of experience in the sector, having held senior leadership positions at major mobile network providers in South Africa and internationally, most recently serving as Vodacom chief consumer officer, where he successfully led a period of significant growth and expansion.

“We are thrilled to welcome Mendes to the Cell C team.”

Commenting on his appointment, Mendes said that he was excited to be joining Cell C at such a critical time in its history.

“My focus will be on delivering a true customer-centric approach that exceeds the expectations of South Africans. We know that consumers want honesty, transparency and worry-free solutions that are affordable and offer flexibility and control. Our vision is to become the brand of choice for the discerning South African seeking the best experience.”

“I believe that Cell C has tremendous potential and look forward to working with the talented and dedicated team to deliver innovative solutions and exceptional service to our customers."

Under the leadership of Mendes, Cell C will be able to strengthen its position in the market and deliver value to all its stakeholders, Mthimunye concluded.