On Monday, April 7, 2025, a striking image on digital screens at MTN Ghana’s headquarters told a compelling story: a young woman, Selina Bower, seated in the CEO’s chair, with CEO Stephen Blewett proudly standing beside her.
The moment was more than symbolic — it was a vivid manifestation of a progressive internal brand strategy that seamlessly merges talent development with corporate purpose.
It’s a brilliant case study in how internal activations can powerfully reinforce brand values, inspire culture change, and build leadership pipelines — all while positively shaping public perception.
Every great brand stands for something. For MTN Ghana, that something is opportunity, empowerment, and forward-thinking leadership.
The “CEO for a Day” initiative brings these values to life. Rather than issuing statements on gender equity, MTN is operationalizing it — giving a young female staff member the keys to leadership, even if just for a day.
This initiative — first conceptualized by Uche Ofodile within the MTN Group — is not just a mentorship programme. It is a bold brand action that signals commitment to building a future led by confident, capable women.
In an era where consumers and employees expect brands to live their values, MTN Ghana’s move couldn’t be more timely or relevant.
Internal Branding Done Right
Often, brand conversations focus outward — on customers and markets. But true brand strength begins from within.
“CEO for a Day” is an internal campaign that aligns employees with the company’s mission, boosts morale, and creates real engagement. It makes the MTN brand feel alive to those who matter most — its people.
Selina Bower’s journey from a graduate trainee to sitting at the top, even if briefly, sends a clear message: we see you, we believe in you, and we are investing in your growth. This kind of internal storytelling builds trust, loyalty, and pride — ingredients that fuel employer branding and staff retention.
A Leadership Lab for the Future
From a brand leadership lens, this initiative is also about succession planning. It provides a low-risk, high-impact leadership simulation — equipping young talent with firsthand exposure to high-stakes decision-making.
Ms. Bower didn’t just pose for photos; she chaired meetings, received executive briefings, and learned in real time. This is experiential learning at its best.
The approach also challenges outdated perceptions of leadership as a role only for the seasoned. It proves that with mentorship, young people — especially young women — can rise to the occasion when given trust and opportunity.
Final Thoughts
MTN Ghana’s “CEO for a Day” is not just a feel-good story — it’s a blueprint for purposeful brand-building. It is bold, values-driven, and culturally relevant.
It speaks to the head (strategy), heart (emotion), and hands (execution).
For brand leaders looking to build meaningful internal engagement and shape the future of leadership, this initiative is one to emulate.The best brands don’t just market products; they create experiences that shape lives.
MTN Ghana just reminded us of that.
