Meet Wofai Samuel, the Communications Powerhouse leading NACC

Wofai Samuel is a renowned International Communications Executive, who sits on the board as the Acting Director-General of the Nigerian-American Chamber of Commerce. With a passion for communications and broadcasting spanning over two decades, Wofai has established herself as a leading figure in the industry.

Born on September 18th, 1990, in Calabar, Cross River State, Nigeria, Wofai holds a degree in Zoology and Environmental Biology from the University of Calabar. She also possesses an Advanced Diploma in Human Resources and Organizational Management from the University of Lagos.

Wofai’s impressive career trajectory is marked by her extensive experience in broadcast media, communications, and international relations, with notable positions held at reputable organizations. Her dedication to excellence has earned her recognition, including an Award of Recognition as an Icon of Youth Inspiration from The National Association of Northern Nigerian Students (NANNS) in 2024.

Can you share your formative years and how they shaped your career path?

My formative years were mostly shaped by my interest to actively participate in leading subjects of National Interest, especially as they affected the people in Nigeria. As a result, I began a career in Television in 2004 even before I got admitted into the University of Calabar in 2006 to study Zoology and Environmental Biology.

I led various Television Programmes – live and recorded – as Lead anchor on the Broadcast Station of the State. Between 2009 to 2012, I produced programmes aired on NTA Lagos and NTA International. I then joined a TV channel in Lagos as a brand executive and lead anchor in 2013. By 2014, I joined another TV Station as a Live TV Anchor and Newscaster.

The desire to explore a different career path led me to chair conversations for International and Multilateral Organizations focused on Africa from 2015 until the present inclusive of the African Export-Import Bank to name a few.

During this time, I had chaired conversations fostering dialogues that have contributed to shaping Africa’s policy landscape for Government and the Private sector in platforms across various sections of the region’s Economy. I have also anchored conversations curated by platforms in the United States of America, Belarus, Kenya, South Africa, India, Angola, the United Kingdom, Italy, the U.A.E., Ghana, and Egypt amongst others.

I worked with an Organization called Foreign Investment Network as Head of Oil & Gas Communications from 2019 to 2020 and with a Publications Company, Africa Energy and Infrastructure Magazine for the better part of one year. In 2021, I worked with the UK-Liberia Chamber of Commerce as Director of Communications until June 2022.

As the Acting Director-General of NACC, what are some of your notable achievements in promoting trade, commerce, and investment between Nigeria and the United States?

I joined the Chamber as the director of Communications, Government Relations and Advocacy in August 2022 under Dame Adebola Williams’ leadership as President and I now serve the Chamber in the capacity of Acting Director-General, currently working with the Alhaji Sheriff Balogun’s led Administration as President.

Working predominantly with Large Corporations and Small Medium Enterprise Businesses in Nigeria and the U.S.A., communicating the position of America as the best country to do business with, and Nigeria’s potential and opportunities for Americans to do business with us has been my core over time.

Over the past two and a half years, I have collaborated with various teams to drive the Chamber’s growth, expansion, and development. A major highlight was working closely with the Illinois Department of Commerce and Economic Opportunity to organize a groundbreaking inbound Trade Mission to Nigeria. This event brought together 9 Illinois companies, officials from the Illinois Department of Commerce, the Lagos State Commissioner for Trade, and representatives from the U.S. Commercial Service Nigeria and the Nigerian-American Chamber of Commerce.

The event also featured business match-making sessions and other activities, attracting over 120 Nigerian companies. This achievement marked a significant milestone for the Chamber, reinforcing its role in fostering U.S.-Nigeria bilateral economic relations – a feat that hadn’t been accomplished in a long time.

I have worked closely with the Trade Mission Committee of the Chamber to provide Administrative support and drive registration/participation for the Chamber’s Outbound Trade Missions to the United States has been an honour. With successful missions to Washington D.C., Maryland, Virginia, and Florida in two Trade missions, more than 13 companies in total have actively participated and it remains a huge achievement for us.

What challenges do multinational businesses and MSMEs face in Nigeria, and how is NACC working to address these challenges?

Nigeria’s business environment faces several challenges that hinder growth and investment. Key issues include Inadequate Infrastructure, Insecurity, Regulatory and Bureaucratic Bottlenecks, Poor access to Finance, Foreign Exchange Instability, High Taxation and Limited Technology and Innovation.

The Chamber contributes to supporting businesses by providing recommendations for Business services match-making, the trade missions it organizes for member companies to explore and expand into new markets, exhibitions for brands and services to showcase their products and generate sales and clients, capacity building workshops and advocating on policy issues affecting members.

How can Nigeria diversify its trade partnerships to reduce its dependence on aid and develop more sustainable economic relationships with countries like the United States?

The United States happens to be the second largest trading partner of Nigeria and the largest foreign aid donor to Nigeria, however, to reduce dependence on foreign aid from the U.S., we must diversify our exports and consider more non-oil export commodities in Agriculture, textiles, mining and even services.

By this, I imply that we export more of our cashews, sesame seeds, leather products, and processed seafood, all of these listed commodities are in dire need internationally and have a comparative advantage.

Move beyond exporting raw materials by investing in processing and manufacturing to create higher-value products, like turning raw cocoa beans into cocoa powder or raw leather into finished leather goods.

The country needs to work more with the chamber to train and build the capacity of exporters to enable them to measure expected standards. Improve transportation and logistics networks to efficiently move goods to export markets, including port facilities, roads, and cold chain storage where necessary.

We have to enhance our governance system to attract foreign investment, by fostering a culture of ethical behaviour, setting standards, and transparency with proper monitoring and evaluation processes in place. All of these send the right global signals for the country.

The Country has to actively engage with donors to align aid with national development priorities. We have to improve our private sector which largely creates jobs for our teaming population. Debt management has to be considerably improved upon.

By this, I mean creating a detailed budget to track income and expenses, prioritising high-interest debts, considering debt consolidation, negotiating with creditors for lower interest rates, actively seeking ways to increase income, reducing unnecessary spending, and regularly reviewing your debt situation to make adjustments as needed.

If you had the opportunity to meet with President Trump, what would you solicit from him to promote trade and investment between Nigeria and the United States?

First of all, President Trump is not a career politician, he was and is a businessman before he became president and so the most collaborations he takes on are transactional, “how does it benefit the American people first”.

Now, irrespective of President Trump’s “Priority America First agenda”, the United States cannot afford to ignore Africa. Africa’s role on the world stage is now conspicuous as a target of foreign interests, especially China and Russia, Africa’s largest arms seller and China has become Africa’s largest trading partner, now having five times more trade volume with Africa than the United States does.

During his four years in the White House, Trump welcomed only two Sub-Saharan African heads of state: Muhammadu Buhari of Nigeria and Uhuru Kenyatta of Kenya. I would like to see the U.S.-Africa Summit for our heads of state.

The Young African Leaders Initiative which I have played active roles in since 2021 should be closely retained by President Trump’s Team. This singular program has influenced the lives of Young Africans and I am exemplary of that.

I would like President Trump to Keep Prosper Africa and the Digital Transformation Africa Initiative, Support AfCFTA, and Renew AGOA. Otherwise, the President’s team can come up with other initiatives that will have the continent align more closely on trade with the USA.

Looking ahead, what are your plans and vision for NACC? How do you see the Chamber evolving to address the changing needs of Nigerian businesses and promoting trade and investment between Nigeria and the United States?

President Sheriff Balogun’s led administration seeks to provide more enabled Market Access and Trade Opportunities, connecting local businesses to U.S. markets, enhancing exports and facilitating trade partnerships, especially for SMEs.

Renewed Capacity Building workshops, training, and mentorship programs, NACC will continue to equip local businesses with the skills to compete globally.

Our Advocacy and Policy Influence will be strengthened to reduce regulatory bottlenecks promote trade incentives for Nigerian entrepreneurs, and provide more international market access through Trade Missions and Exhibitions.