Message from our CEO

As I look at the growth over the years since our establishment in 2004, I am extremely proud of what we have achieved, and even more excited about an equally promising future.

We have successfully transitioned from a new operator in a dominated telecom sector; a company with less than 50 employees and few subscribers, into Liberia’s leading mobile and broadband provider, employing more than 1,000 staff and contractors, with over a million subscribers.

When I was appointed CEO in 2009, I set a goal to become Liberia’s preferred mobile operator, leading the way with trust and innovation.

Since then, we have worked hard to further strengthen our business, expand our coverage area, launch new technologies that changed the market and improve performance profitability, ensuring that resources are allocated optimally. As a result, we achieved our goals and remain focused on driving sustainable growth.

In this continually evolving marketplace, our customers are more informed than ever about their solutions provider options. Even so, they continue to select Cellcom as their mobile and broadband operator of choice because of our service, commitment to quality, affordability, community and integrity.

When conveying Cellcom’s successes, I always refer back to three important guiding principles—each of which has helped define who we are today:

Talented People. Among our most important assets is the extensive knowledge base, deep-rooted professionalism and unwavering commitment of our highly-qualified, diverse staff. The Cellcom staff is at the core of who we are and what we do. From our Executive Management to our Sales Representatives and Technicians, our team is committed to delivering the highest quality product and providing unparalleled service to our customers.

Honesty. As we continue to grow, each new day offers a chance for us to work together, pursue new opportunities and improve upon the past. We establish in-depth relationships with our customers by learning their environments, challenges and goals firsthand, so that we can offer tangible solutions to their needs. We continue to manage our business around the evolving needs of our customers, so that we can be at the forefront of change and deliver value.

Community Focus. Corporate responsibility is embedded in our core business. We believe in contributing to the sustainable development of Liberian society and will continue to use our strengths to contribute to the economic growth and social development of the country.

Cellcom is a success story that would not be possible without the contribution of our customers and dedicated employees who have shared our journey thus far. We look forward to continuing to serve and engage with them, as well as other stakeholders in the future. Moving forward, we have defined a wider and more inclusive stakeholder universe that includes customers, employees, suppliers, government, society, business partners, future generations, shareholders and media. We aim to grow together with all of our stakeholders.

We appreciate the ongoing support received from those who are interested in Cellcom’s activities and pledge to continue in our efforts to exceed expectations.

Thank you for taking the time to visit our website.


Avishai Marziano
Cellcom Group CEO