From the moment he seized power in September 2021, Guinea's Mamadi Doumbouya struck an imposing figure. Just 36 years old at the time, the broad-shouldered colonel, standing at well over six feet (1.8m), wearing military fatigues, mirrored sunglasses and a red beret certainly made an impression when announcing the coup. A relatively unknown member of an elite army unit, he declared that the government of ousted President Alpha Condé had disregarded democratic principles and that citizens' rights were being trampled on.

After more than four years as interim president and backtracking on a promise not to run for leadership of the country, Doumbouya, now 41, is set to be sworn in as the elected head of state on Saturday. The discreet, disciplined and private man won 87% of the vote in December's election against a severely depleted field. Critics, including ex-Prime Minister Cellou Dalein Diallo now in exile, described the election process as a charade with 'fabricated' results.

While seemingly enjoying some popular support, Doumbouya’s democratic credentials have been called into question, with reports of political party bans, activists disappearing, and media censorship.

Through social media, Doumbouya has cultivated a more approachable image, opting for baseball caps and tracksuits over military gear. He is now communicating a message of action and connection with everyday citizens. Analysts suggest this is a strategic distancing from his coup origins in an effort to embody a civilian leader identity.

Despite his transformation into a civilian figure, some analysts remain skeptical. They highlight the continued suppression of political dissent and journalist freedom, calling into question how genuine his shift is. Nevertheless, polling indicates Doumbouya has maintained some level of popularity among the populace since the coup.

Doumbouya’s government emphasizes national sovereignty and plans for the lucrative Simandou iron-ore project which they claim could transform Guinea’s economy. His presidency may ultimately hinge on the success of this venture and how it translates into tangible benefits for the citizens.