Jorge Mendes on driving growth and innovation at Cell C

In this episode of What’s Next, Aki Anastasiou sits down with Jorge Mendes – Chief Executive Officer at Cell C to discuss his journey from call centre agent in 1994 to leading one of South Africa’s major telecommunications operators. Jorge shares how his early customer-facing experience shaped his leadership philosophy, his passion for rebuilding businesses, and why he believes in being an ally to customers rather than simply selling connectivity. He also opens up about the significant financial and operational challenges he inherited in 2023, and how Cell C has worked to restructure debt, strengthen network partnerships, rebuild trust, and reposition the brand for growth. It’s a candid conversation about resilience, accountability, and the ambition to turn a once-struggling operator into a competitive and proudly customer-centric telecoms player.