Marcellus Louroza
Citizenships
Brazilian and Portuguese
Residence
Vienna, Austria
Languages:
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Relationships define business.
Business is not about B2B or B2C. It's about H2H: Human to Human.
As a multicultural strategic business professional with over 20 years of experience, I am driven by the passion for pioneering technology and energy solutions. Through innovative leadership, strategic partnerships, and deep customer engagement,
I strive to create a sustainable and innovative world.
Professional Experience
Senior Global Business Manager
Vienna, Austria.
July 2023 - present
Vice President Sales & Marketing
Vienna, Austria
I developed a comprehensive sales and marketing strategy to commercialize an innovative e-learning platform, where sustainable energy systems play a pivotal role. This initiative drives digitalization and has a far-reaching impact on climate, transportation, healthcare, education, and research.
My approach includes establishing strategic partnerships and alliances, supporting retailers, executing targeted marketing campaigns, and securing agreements with digital distributors to ensure a successful market launch.
On the product side, I have focused on creating advanced digital tools that elevate the online learning experience. At the core of this initiative is the MXP (Multi, Metaverse, Mixed) platform—a groundbreaking solution that redefines corporate learning and development. MXP integrates a diverse range of educational materials, interactive features, and personalized learning pathways, offering organizations a cutting-edge approach to workforce training and upskilling.
February 2019 - July 2023
I developed both a comprehensive business strategy to expand the company’s presence in energy management services and conceptualized an innovative product. The primary objective is to enhance prosumer autarky (self-consumption) by intelligently managing and optimizing energy production and consumption across key devices, including PV systems, batteries, heat pumps, boilers, EV charging, HVAC, and home automation—ultimately driving cost savings.
To ensure successful implementation, I designed a 360° strategic plan, encompassing:
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Business case evaluation to assess market potential and financial viability;
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Sales and marketing strategy to position and promote the solution effectively;
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Post-sales services to enhance customer experience and retention;
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Training materials to support stakeholders and end-users;
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Strategic partnerships with energy utilities to drive adoption;
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Commercial launch planning, scheduled for Q1 2024.
This holistic approach ensures a seamless market entry and long-term business growth.
May 20214 - August 2017
Country Manager
Buenos Aires, Argentine
Sao Paulo, Brazil
I spearheaded the introduction of TCRP products and services across Brazil, assuming full business responsibility for GTM strategy and marketing execution. This included P&L management, sales operations, staff hiring, reseller network oversight, marketing initiatives, training programs, and legal contract negotiations.
By leading a high-performing sales team—recruited and structured by me—we successfully generated USD 54.7 million in telecom equipment and services sales to TIM Brasil (Telecom Italia), Claro (América Móvil), On Telecom (George Soros’ Group), and Sky. The portfolio included Core Network, NGN Security, DPI, PCRF, Big Data, Video/RAN Optimization, M2M solutions, WiFi Offload, LAN Support, and Data Analytics solutions.
December 2012 - April 2014
Key Partner Consultant
Sao Paulo, Brazil
Los Angeles, CA. - USA
I developed and implemented strategic plans for cellular service providers and investment banks in Brazil looking to enter the MVNO (Mobile Virtual Network Operator) market. This initiative led to the successful deployment of two MVNOs by Telefónica and Telecom Italia (valued at USD 178.4 million) marking a significant milestone in my career.
This experience was particularly rewarding, as it was my first time acting as an entrepreneur outside a large corporate structure, navigating the complexities of market entry, regulatory compliance, and business model development in a highly competitive telecom sector.
January 2011 - November 2012
Director of Sales and Business Development
Sao Paulo, Brazil
Helsinki, Finland
I designed and executed a comprehensive strategic plan to establish a leading position for smartphone products (B2C) in Brazil. The strategy encompassed sales channel development, distributor and retailer partnerships, customer education, product portfolio management, media content integration, application services, marketing intelligence, and software customization.
As a result, we secured smartphone market leadership, achieving a 26.3% value share and 24.1% volume share in Brazil. Key commercial launches included the Galaxy S, Galaxy Note, and Galaxy Tab, reaching 611,000 units sold in 2010.
July 2005 - December 2010
Director of Technology and Portfolio Management
Sao Paulo, Brazil
Helsinki, Finland
I held overall responsibility for defining the smartphone portfolio for the Latin American market, overseeing:
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GTM strategy and execution
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Marketing campaigns and brand positioning
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R&D collaboration for product development
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Channel education programs
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Product bundling strategies with telecom operators
This role required close cooperation with design and software development teams in Helsinki, Finland (Nokia R&D), along with extensive analysis of B2C research and B2B customer insights from Mobile Service Operators.
These efforts contributed to Nokia’s smartphone leadership in Latin America, with major successes including the iconic Nokia N95, N96, and Enterprise Communicator (email service). In Brazil alone, we achieved 4.3 million units sold.
August 2000 - June 2005
Sales Director
Rio de Janeiro, Brazil
I developed and executed a high-impact sales strategy in Brazil during the privatization of the telecommunications market, securing a landmark deal with TIM Telecom. This USD 237.7 million contract covered 33.3% of Brazil’s national territory, including:
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Full-scale telecom network infrastructure
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Comprehensive field services
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Deployment of the first operational Multimedia Platform in Latin America
The project also drove the commercial success of the Nokia 7650, a breakthrough multimedia device that became a flagship product following this network expansion.
October 1997 - July 2000
Sales Manager
Sao Paulo, Brazil
San Francisco, CA.
Santa Rosa, CA.
Sao Jose, CA. - USA.
HP provided an outstanding international sales environment where I refined my cross-selling strategies between the U.S. and Brazilian markets (B2B). My tenure included working across three major HP offices in California, significantly enhancing my expertise in global sales and business development.
For three consecutive years, I exceeded my sales quota by 150%, achieving USD 27.2 million in revenue through the sale of network measurement equipment and field services for fixed and mobile carriers (Telefónica).
March 1994 - April 1996
Telecommunication Engineer
Rio de Janeiro, Brazil
Before transitioning into sales, I worked as a telecommunications engineer at Xerox, where I managed the company’s data communication networks between Rio de Janeiro, Brazil, and Rochester, NY, USA. My responsibilities included configuring and monitoring modems, data compression equipment, and mainframe systems, ensuring efficient and secure corporate communications.
Education
September 2017 - July 2019
MSc. Sustainable Energy Systems
Wels, Austria
Second Master’s Degree – MSc in Renewable Energy Systems
I pursued my second master’s degree in Renewable Energy Systems, a transformative sabbatical period dedicated to deepening my expertise in both technological advancements and business dynamics within the energy sector. My master’s thesis on energy management led to an invitation from Fronius International, where I was entrusted with leading and developing the company’s energy management solutions.
2007
London Business School
London, UK.
Selected by Nokia for an exclusive executive leadership program at London Business School, I participated in a customized curriculum designed in collaboration with LBS’s expert faculty to address Nokia’s strategic business challenges. The program covered:
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Board Governance & Corporate Strategy
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Digital Transformation & Innovation
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Leadership, Negotiation & Decision-Making
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Marketing, Sales & Customer Strategy
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Mergers & Acquisitions
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Finance & Business Management
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Family Business & Social Enterprises
This experience provided high-level strategic insights and a global perspective on navigating complex business transformations.
2004 - 2005
MBA Executive Coppead UFRJ.
Rio de Janeiro, Brazil
Advanced Business & Management Programs
Throughout my career, I have actively pursued continuous executive education in global institutions, focusing on leadership, innovation, and business strategy:
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Foundations for Business Leadership
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Global Management Foundations
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Advanced Management Concepts
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Social Innovation & Impact Investment
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Corporate Transformations & Crisis Management
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Business Challenges in Emerging Markets
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Start-up Ecosystems & Entrepreneurship through Acquisition
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Leadership & Change Management
July 1996 - Setempber 1997
Post-graduation in Marketing
Berkeley, CA. - USA
Postgraduate Studies – UC Berkeley
At UC Berkeley, I expanded my professional network, fostering collaborations that have significantly contributed to my global business success. My postgraduate studies in Marketing and Business Strategy covered key areas such as:
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Marketing Fundamentals & Consumer Behavior
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Digital Strategies & Marketing Intelligence
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Project Management Office (PMO) & Strategic Planning
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Corporate Governance & Business Finance
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Innovation, Disruption & Digital Transformation
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Market Research, Data Analysis & Inbound Marketing
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International Legal & Tax Frameworks
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Strategic Sales Management & Business Development
This program solidified my ability to drive high-impact marketing strategies and navigate complex global business landscapes.
1989 - 2004
Telecommunication Engineering
Rio de Janeiro, Brazil
Major in Telecommunications Engineering
My Telecommunications Engineering background provided a strong technical foundation, encompassing:
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Network Analysis & Digital Communication
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Neural Networks & Information Coding
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Digital Signal Processing & Embedded Systems
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Satellite & Optical Networks
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Multicarrier Techniques & RF Propagation
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IP Communications & Broadband Networking
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Routing Algorithms & Revenue Management
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Electromagnetic Theory & Waveguide Components
This rigorous technical training has been instrumental in my ability to integrate engineering principles with business strategy, particularly in energy systems, telecommunications, and digital transformation.
Professional References
“Marcellus is a seasoned and very experienced professional with knowledge in several fields. Marcellus combines, as very few people, a solid technical knowledge with a unique set of soft skills what brings him a powerful combination as a very robust senior professional, capable of solving difficult tasks and manage very high-performance teams.”
Luiz Mascarenhas
Head of Consumer Business for Personal Systems LATAM
Hewlett Packard - Houston, Texas - USA.
lzmascarenhas@gmail.com +1 (832) 710 1088
“I am delighted to recommend Marcellus for any professional endeavour. Throughout our time working together, Marcellus consistently proved himself as an outstanding professional, showcasing his strategic mindset, exceptional customer relationship skills, and prowess in building complex deals. He possesses a unique ability to analyse intricate situations, develop effective strategies, and deliver successful outcomes. Marcellus's genuine interest in understanding and meeting clients' needs, coupled with his excellent interpersonal skills, enables him to establish and foster strong relationships. Furthermore, his talent for navigating complex negotiations and securing favourable outcomes is truly impressive. “
Abdallah Harati
Business Transformation | Sales & Marketing | Strategy
HCL Tech - Munich, Bavaria – German
abdallah@abdallahharati.com +49 1515 8968726
“I have had the pleasure of working with Marcellus, who consistently demonstrated highly strategic thinking and leadership. He has a talent for bringing people together and facilitating collaboration across teams, which has resulted in significant successes for our former organization.”
Fabio Ranieri
Head of Mid-Market Audience Marketing | Product
INTUIT - Austin, Texas - USA.
ranieri@gmail.com +1 (346) 718 9558
“I had the privilege to work with Marcellus in two different moments of our careers. In HP as Field Sales Engineer and in Nokia, as Key Account Sales Manager. Marcellus has an incredible ability to build lasting relationships with customers, partners and colleagues that added to his excellent technical background make him to achieve excellent business results. I also had the chance to work with him in a complex negotiation involving a large project in the ICT market in Brazil where he showed great resilience during the long period and different phases of the project, resulting in one of the most profitable projects for our company. Very proactive, cross-cultural leader, an inspiring team player and one of the best business developers I’ve worked with.”
Angelo Guerra
CEO
Atento International Inc.
Sao Paulo - Brazil.
angelo.guerra@jci.com +5511 9 8841 1903
It was my pleasure to work with Marcellus. We worked together for a very short time for a Brazilian Food producer aiming to get the US and European Markets.
Marcellus is a gentleman. He is a pleasure to know, knowledgeable and 'genuine', qualities that are getting harder to find.
On a professional level, I appreciated his good vision of international markets and his ability to position companies in these markets.
Vincent Lefeuvre
Director Construction Solutions - Delay Analysis, Forensic and Litigation Consulting
Paris, France.
evariste.advisory@gmail.com +33 6 15 20 64 27
“I had the privilege of working with Marcellus. He is proactive, result oriented, responsible, and very professional and he is always ready to put all his energy and time to get the job done. He is known as a hard working and very serious team player. He is very passionate and has great vision for his work. His focus keeps everything moving as he makes sure all the deadlines are met, and makes sure that whatever project he is working on meets the highest standards. It is an honour for me to recommend and endorse him.”
Demetrius Oliveira
Business Consulting and Services
Sao Paulo - Brazil.
www.demaoliveira.com.br +55 11 9 7017 7348