Alexandre Siewe, former communications director of the Confederation of African Football (CAF), has been appointed principal adviser in charge of communication at the Secretariat of the African Continental Free Trade Area (AfCFTA).
The Cameroonian communications specialist took office on 13 May at the Secretariat headquarters in Accra, Ghana, where he will oversee communication strategy for the continental trade bloc as African governments continue implementing the free trade framework.
Siewe served as CAF communications director from September 2020 to October 2022. Before joining the AfCFTA Secretariat, he worked in strategic communication consulting and artificial intelligence and was strategy director at Hémisphère Sud.
Confirming his appointment, Siewe said his mission would focus on improving public understanding of the continental free trade project.
“Make sure this project (AfCFTA) is understood, narrated and appropriated by the greatest number. Communication is not the periphery of such a project,” he stated.
According to the Secretariat, his responsibilities include designing and implementing communication strategies, drafting communication plans, coordinating engagement with member states and development partners, and overseeing media relations operations.
He will also supervise the management of the Secretariat’s digital communication platforms and support visibility efforts around the AfCFTA agreement, which aims to facilitate the movement of goods and services across Africa and boost intra-African trade.
The appointment comes as African institutions intensify efforts to operationalise the continental trade framework and increase awareness among businesses and investors regarding market access opportunities under the agreement.
Mercy Fosoh
