Marcellus Louroza
Citizenships
Brazilian and Portuguese
EU-citizen
Residence
Vienna, Austria
Languages:
_svg.webp){kind=small}
Business is built on relationships.
It's not just B2B or B2C—it's always P2P:
Person to Person.
As a multicultural strategic business professional with over 20 years of global experience, I am passionate about driving pioneering technologies and energy solutions forward. By combining innovative leadership, strategic partnerships, and meaningful customer engagement,
I work to shape a more sustainable and forward-thinking world.
Professional Experiences
Senior Global Product Manager
Wels, Austria.
July 2023 - present
Head of Sales & Business Development
Vienna, Austria
Driving Scalable Growth Through Global EdTech Alliances | Digital Transformation | Learning Innovation
Led the market expansion and strategic growth of Europe Learners, an advanced e-learning and immersive training platform focused on sustainability, digitalization, and workforce upskilling. My core mission: to scale internationally through high-impact partnerships and digital distribution channels.
🔹 Strategic Partnerships & Global Reach
-
Successfully negotiated and established partnerships with two of the world’s largest e-learning ecosystems — Udemy and Fuse Universal, opening scalable distribution opportunities in 100+ countries.
-
Positioned the company as a credible player in corporate L&D, enabling access to millions of learners across diverse industries such as energy, transportation, healthcare, and research.
🔹 Market Development & Commercial Strategy
-
Designed and executed a comprehensive go-to-market strategy, integrating digital marketing, retailer support, co-branded campaigns, and reseller enablement.
-
Secured commercial agreements with digital content distributors and regional education platforms, driving adoption in both developed and emerging markets.
🔹 Product Innovation for Enterprise Learning
-
Played a key role in the development of MXP (Multi, Metaverse, Mixed) Learning Platform — an immersive AI-powered learning experience combining 3D, VR/AR, personalized learning paths, and multilingual content.
-
Helped reposition Europe Learners as a premium EdTech provider with future-ready tools for corporate training, onboarding, and technical education.
🔹 Business Impact & Employer Benefits:
-
Created a scalable partnership model with recurring revenue streams and zero marginal cost of global content delivery.
-
Enabled partner platforms to enrich their offerings with high-value sustainability and energy transition content, aligned with global workforce development trends.
-
Delivered significant brand visibility and led to a 300% increase in qualified B2B leads in key verticals.
February 2019 - July 2023
Pioneered and led the end-to-end design, development, and successful market launch of Fronius’ flagship energy optimization platform (EFM - Energieflussmanagement), now commercially branded as Energy Cost Assistant — a cutting-edge solution empowering solar prosumers to maximize energy self-consumption and minimize electricity costs through intelligent, real-time control of PV systems, batteries, heat pumps, EV charging, HVAC, and home automation.
🔹 Ownership & Vision:
Conceived the product from the ground up, translating a market gap into a scalable SaaS-based service offering. Led the entire product lifecycle — from concept and business case to go-to-market execution — resulting in widespread adoption across Fronius’ customer base in Europe.
🔹 Team Leadership:
Directed a cross-functional team of 8 professionals across product marketing, embedded software, and digital UX, fostering agile collaboration, technical excellence, and rapid iterations aligned with market demands.
Launched in Q2 2023, the solution is now widely adopted by Fronius’ inverter customers.
📈 Key Results:
-
Increased customer energy independence by up to 45%
-
Enabled annual savings of €400–€500 per household
-
Reduced product support calls by 20%
-
Accelerated ROI for system owners by up to 18 months
-
Contributed to Fronius’ strategic shift toward service-based revenue
May 20214 - August 2017
Country Manager
Buenos Aires, Argentine
Sao Paulo, Brazil
As Country General Manager, I held full strategic and operational responsibility for launching and scaling TCRP’s telecom infrastructure business in Brazil — one of the world’s most competitive and complex markets. I led the entire market entry and expansion lifecycle, from GTM strategy and team structuring to multimillion-dollar sales delivery and strategic account development.
🔹 Strategic Leadership & Full Business Ownership
-
Designed and executed the go-to-market strategy for Brazil, overseeing all commercial and operational functions: P&L, sales, marketing, HR, legal, partner networks, and customer success.
-
Hired and structured a high-performing commercial and technical team, creating a scalable organization aligned with aggressive growth goals.
🔹 Revenue & Market Penetration
-
Delivered USD 54.7 million in telecom infrastructure and managed services, with major accounts including TIM Brasil (Telecom Italia), Claro (América Móvil), On Telecom (George Soros’ Group), and Sky Brasil.
-
Built and managed a national reseller and service integrator network, enabling rapid geographic coverage and local delivery capability.
🔹 Portfolio & Technical Differentiation
-
Oversaw the introduction and commercialization of an advanced product portfolio:
-
Core Network, NGN Security, DPI, PCRF
-
Big Data & Analytics, RAN/Video Optimization
-
WiFi Offload, M2M/IoT Platforms, LAN Support
-
-
Structured multi-layered solution offerings, integrating hardware, software, and services into unified proposals with clear ROI and operational benefit to Tier 1 operators.
🔹 Business Impact & Benefits to Future Employers
-
Proven track record of building businesses from the ground up in emerging and competitive markets
-
Ability to align technology portfolios with customer strategy, accelerating adoption and revenue
-
Leadership style that combines strategic clarity, operational discipline, and execution excellence
-
Ready to replicate this model across new geographies, verticals, or transformation initiatives
December 2012 - April 2014
Key Partner Consultant
Sao Paulo, Brazil
Los Angeles, CA. - USA
As Senior Partner at Insite, I led high-impact strategic advisory projects for cellular operators and financial institutions seeking entry into Brazil’s MVNO (Mobile Virtual Network Operator) market.
🔹 Strategic Market Entry & Regulatory Navigation
-
Designed and executed end-to-end go-to-market strategies for telecom operators and investment banks
-
Provided critical regulatory guidance to help navigate Anatel compliance and license approvals
-
Developed robust business models and monetization strategies tailored to Brazil’s telecom landscape
🔹 Key Achievements & Market Impact
-
Enabled the successful market launch of two MVNOs backed by Telefónica and Telecom Italia, totaling USD 178.4 million in combined valuation
-
Facilitated investor-readiness through bankable business cases, infrastructure planning, and partner alignment
-
Positioned clients for long-term growth by aligning MVNO offerings with digital services and underserved customer segments
🔹 Entrepreneurial Milestone
-
This was a defining point in my career: operating independently of corporate structure, I embraced full entrepreneurial ownership — from client acquisition to delivery
-
Demonstrated agility in building trust with C-level stakeholders, working across finance, telecom operations, and regulatory agencies
January 2011 - November 2012
Director of Portfolio and Business Development
Sao Paulo, Brazil
At Samsung, I led the go-to-market strategy and portfolio development for the smartphone segment in Brazil, overseeing a full-stack B2C expansion plan across sales, marketing, content, and distribution.
🔹 Strategic Vision & Execution
-
Designed and implemented an integrated plan covering:
• Sales channel architecture (national distributors + Tier-1 retailers)
• Product portfolio management (mid/high-end smartphone range)
• Software & app customization tailored for LATAM consumers
• Media content integration and value-added services (VAS)
• Customer education campaigns and marketing intelligence
🔹 Outstanding Results
-
Achieved #1 market position in smartphones in Brazil:
• 26.3% value share and 24.1% volume share in a fiercely competitive landscape
• Reached 611,000 units sold in 2010 alone, including major launches like the Galaxy S, Note, and Tab -
Accelerated brand visibility and consumer engagement across multiple channels
🔹 Business Impact
-
Drove double-digit revenue growth through precise product-market fit
-
Strengthened Nokia’s position as a premium brand in a market dominated by aggressive price-based competitors
-
Delivered scalable frameworks for LATAM replication.
July 2005 - December 2010
Director of Technology and Portfolio Management
Sao Paulo, Brazil
Helsinki, Finland
I led the end-to-end definition and execution of Nokia’s smartphone product portfolio strategy for Latin America, aligning cross-functional teams to deliver high-impact commercial success across diverse markets.
🔹 Strategic Ownership Across the Product Lifecycle
-
Defined and executed go-to-market (GTM) strategy, ensuring speed and precision in launch operations
-
Led marketing campaigns, brand positioning, and product bundling strategies with Tier-1 mobile operators
-
Directed channel enablement and education programs, boosting in-store conversions and partner engagement
-
Worked closely with Nokia R&D teams in Helsinki, influencing design, software, and user experience features
-
Applied advanced B2C and B2B insights, transforming user data into actionable portfolio decisions
🔹 Flagship Launches & Market Impact
-
Launched and scaled iconic devices: Nokia N95, N96, and the Enterprise Communicator (email-centric service)
-
Achieved a total of 4.3 million smartphones sold in Brazil, solidifying Nokia’s leadership in the region
-
Built a scalable portfolio model for LATAM, adaptable to market variations and operator needs
🔹 Business Value Delivered
-
Strengthened Nokia’s positioning in a rapidly evolving smartphone era
-
Accelerated market share and brand preference through feature-rich, localized solutions
-
Created a framework for long-term innovation between commercial and R&D units
August 2000 - June 2005
Sales Director
Rio de Janeiro, Brazil
As Sales Director during Brazil’s pivotal telecommunications privatization phase, I led the design and execution of a high-impact national sales strategy that secured one of the most significant infrastructure deals in Nokia’s regional history.
🔹 Landmark Contract with TIM Brasil – USD 237.7 Million
-
Closed a multi-phase agreement covering 33.3% of Brazil’s national territory, establishing a nationwide presence
-
Delivered end-to-end cellular network infrastructure, including radio access, core network, and GPRS data services
-
Oversaw full rollout and integration of SMS and multimedia platforms, enabling next-gen mobile services
-
Introduced and deployed the first operational Multimedia Messaging Platform in Latin America, setting a regional benchmark
🔹 Commercial and Technological Impact
-
Enabled the successful launch of the Nokia 7650, one of the first camera-equipped smartphones in the world
-
Positioned TIM as an early innovator in mobile data and rich media services
-
Contributed to Nokia's accelerated penetration in Latin America’s high-growth telecom market
🔹 Business Value Delivered
-
Created a scalable infrastructure model for future expansions
-
Reinforced Nokia’s strategic role as a turnkey solution provider for operators
-
Enhanced customer stickiness through advanced platform offerings (SMS, MMS, GPRS, network management)
October 1997 - July 2000
Sales Manager
Sao Paulo, Brazil
San Francisco, CA.
Santa Rosa, CA.
Sao Jose, CA. - USA.
At HP, I operated in a dynamic international environment where I sharpened my expertise in global sales strategy, technical solution selling, and cross-border business development—working across three major HP offices in California (USA) and Brazil.
🔹 Top-Line Sales Performance
-
Achieved 150% of sales quota for three consecutive years
-
Generated over USD 27.2 million in revenue from network measurement equipment, software solutions, and field services
🔹 High-Impact Sales to Tier-1 Operators
-
Led complex solution sales to Telefónica and other fixed/mobile carriers in Latin America
-
Delivered advanced telecom testing and monitoring platforms that enhanced service quality and operational performance
-
Promoted network management software enabling real-time insights, improved fault detection, and operational cost reduction
🔹 Cross-Border Business Expertise
-
Facilitated seamless integration between U.S. and Brazilian market operations, building trust with C-level buyers
-
Developed and executed go-to-market strategies aligned with telecom operator digitalization goals
-
Acted as a key interface between technical product teams and client-side engineering and procurement
March 1994 - April 1996
Telecommunication Engineer
Rio de Janeiro, Brazil
At Xerox’s Data Processing Center (CPD), I played a pivotal role in the design, operation, and monitoring of the company’s national telecom infrastructure—supporting enterprise-wide data transmission, internal communications, and system reliability across Brazil.
🔹 Data Communications & Network Engineering
-
Engineered and maintained point-to-point and point-to-multipoint communication links using IBM Series/1 and IBM 4381 mainframe computers
-
Configured and monitored Hayes-compatible modems and digital data compressors for optimized data throughput across branch offices
-
Implemented synchronous and asynchronous protocols to ensure transmission integrity across leased line circuits
🔹 Enterprise Messaging Systems
-
Managed and supported Xerox’s internal email and messaging system, built on proprietary platforms and early LAN technologies
-
Ensured secure, low-latency data flow across multiple regional Xerox sites, facilitating real-time corporate communications
🔹 Network Performance & Uptime
-
Conducted continuous monitoring of data traffic using line analyzers, protocol testers, and early SNMP-based monitoring tools
-
Achieved 99.8% network availability, supporting critical printing, billing, and document systems
🔹 Cross-Functional Collaboration
-
Worked closely with IT operations, software engineering, and facilities management to ensure infrastructure resilience
-
Supported system failover protocols, backup configurations, and incident resolution procedures within the CPD environment
Education
September 2017 - July 2019
MSc. Sustainable Energy Systems
Wels, Austria
Master of Science in Engineering – Sustainable Energy Systems (SES)
University of Applied Sciences Upper Austria, Wels, Austria
-
Completed a rigorous 4-semester, fully English-taught MSc program that integrated advanced modules in renewable energy (solar & wind), hydrogen and battery technologies, energy efficiency, e‑mobility, smart grids, sector coupling, and international project management.
-
Mastered essential technical foundations—electrical engineering, thermodynamics, control systems—and practical tools such as scientific programming, data analysis, and project work.
-
Specialized through elective tracks in Renewable Energy Systems and Hydrogen & Battery Systems, equipping me to design, size, and integrate large-scale PV arrays, wind farms, hydrogen storage systems, and smart energy networks.
-
Gained practical, industry-focused experience via collaboration with R&D centers on campus—particularly the HyBRID hydrogen institute—working on real-world energy storage, sector-coupling, and hydrogen technologies.
-
Developed intercultural leadership and communication capabilities by working in diverse, English-speaking teams—a critical asset in multinational energy project environments.
-
Master’s thesis on “Energy Management and Optimization for HEMS and BEMS” provided a robust foundation in energy flow control, load shifting, and consumption forecasting. The thesis insights, combined with my business development expertise, were directly applied at Fronius International to lead the development of the EFM – Energieflussmanagement solution (now known as the Energy Cost Assistant), an intelligent system for managing and optimizing residential and commercial energy consumption.
2007
London Business School
London, UK.
Executive Leadership Program – Nokia Global Leaders
London Business School, United Kingdom
-
Personally selected by Nokia to join a highly exclusive executive leadership program, co-designed with the London Business School to accelerate the development of high-potential global leaders and address Nokia’s most critical business and transformation challenges.
-
Participated in an intensive, case-based curriculum delivered by LBS’s world-class faculty, combining academic excellence with real-world application tailored to the technology and telecoms sectors.
-
Gained deep strategic insight and operational leadership skills across a wide spectrum of business domains, preparing me to lead organizations through complex, fast-changing environments.
Program Highlights
-
Board Governance & Corporate Strategy
-
Digital Transformation & Innovation
-
Leadership, Negotiation & Decision-Making
-
Marketing, Sales & Customer Strategy
-
Mergers & Acquisitions
-
Finance & Business Management
-
Family Business & Social Enterprises
Key Outcomes & Strategic Relevance
-
Acquired a top-level, global business perspective essential for managing cross-cultural teams and navigating high-stakes decision environments.
-
Developed the capability to lead digital transformation initiatives and drive innovation strategies across both mature and emerging markets.
-
Strengthened stakeholder management and governance skills, crucial for interacting with boards, investors, and strategic partners.
-
Enhanced commercial acumen in areas such as go-to-market strategy, corporate finance, and M&A—directly applicable to technology-driven growth and energy-sector convergence.
2004 - 2005
MBA Executive Coppead UFRJ.
Rio de Janeiro, Brazil
Executive MBA – COPPEAD Graduate School of Business
Federal University of Rio de Janeiro (UFRJ), Brazil
-
Completed one of Latin America's most respected Executive MBA programs, ranked among the top business schools globally (Financial Times, QS), known for its academic rigor and strong international focus.
-
Designed for senior professionals, the program combines advanced theory with case-based and experiential learning, providing strategic tools for navigating volatile and complex markets—particularly in emerging economies.
-
The curriculum emphasized global leadership, innovation-driven growth, and corporate transformation, with a strong practical focus on business model adaptation and sustainable impact.
-
Participated in multidisciplinary modules across finance, marketing, operations, and strategy, always framed within a context of high-level executive decision-making.
Key Focus Areas
-
Foundations for Business Leadership
-
Global Management Foundations
-
Advanced Management Concepts
-
Social Innovation & Impact Investment
-
Corporate Transformations & Crisis Management
-
Business Challenges in Emerging Markets
-
Start-up Ecosystems & Entrepreneurship through Acquisition
-
Leadership & Change Management
Key Outcomes & Relevance
-
Enhanced strategic thinking and resilience for managing uncertainty and organizational transformation.
-
Strengthened capacity to lead innovation and growth across complex stakeholder ecosystems.
-
Deepened understanding of emerging markets, sustainable business models, and the intersection of entrepreneurship, impact, and corporate governance.
July 1996 - Setempber 1997
Post-graduation in Marketing
Berkeley, CA. - USA
Postgraduate Program in Marketing & Business Strategy
University of California, Berkeley – Haas School of Business
-
Completed an intensive postgraduate program at UC Berkeley focused on strategic marketing, business innovation, and international business development.
-
The program blended academic depth with practical application, providing tools to craft data-driven marketing strategies, lead business transformation, and manage cross-functional global teams.
-
Berkeley’s entrepreneurial and innovation-driven environment enabled me to expand my international network and collaborate on projects with global professionals, strengthening my impact across multiple industries.
-
Coursework integrated marketing strategy with finance, governance, and legal frameworks, preparing me to lead initiatives in both start-ups and complex corporate structures.
Key Focus Areas:
-
Marketing Fundamentals & Consumer Behavior
-
Digital Strategies & Marketing Intelligence
-
Strategic Planning & PMO (Project Management Office)
-
Corporate Governance & Business Finance
-
Innovation, Disruption & Digital Transformation
-
Market Research, Data Analysis & Inbound Marketing
-
International Legal & Tax Frameworks
-
Strategic Sales Management & Business Development
Key Outcomes & Relevance:
-
Developed a strong capacity to design and execute global marketing strategies grounded in data and customer behavior.
-
Gained tools to lead innovation and growth in competitive and tech-driven markets.
-
Strengthened my understanding of international legal, financial, and tax environments—critical for operating across borders in the energy, technology, and consulting sectors.
1989 - 2004
Telecommunication Engineering
Rio de Janeiro, Brazil
BSc in Telecommunications Engineering
Universidade Federal Fluminense (UFF) – Brazil
Completed a demanding and technically comprehensive engineering program at one of Brazil’s top federal universities. The curriculum provided a solid foundation in digital communication systems, network architecture, and signal processing, with strong integration of mathematics, physics, and applied electronics.
-
Developed analytical and problem-solving skills essential for engineering design, systems integration, and complex decision-making—skills that have been consistently leveraged throughout my career in telecommunications, energy, and digital innovation.
-
Coursework blended theory with laboratory work and project development, fostering practical application in the design and optimization of high-performance communication systems and smart infrastructures.
Key Focus Areas
-
Network Analysis & Digital Communication
-
Neural Networks & Information Coding
-
Digital Signal Processing & Embedded Systems
-
Satellite & Optical Networks
-
Multicarrier Techniques & RF Propagation
-
IP Communications & Broadband Networking
-
Routing Algorithms & Revenue Management
-
Electromagnetic Theory & Waveguide Components
Key Outcomes & Relevance
-
Built a robust foundation for systems thinking and technical leadership.
-
Enabled the integration of engineering logic into business strategy, particularly in energy management, smart grids, and emerging digital platforms.
-
Paved the way for a career at the intersection of high-impact technologies and strategic 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
CEO
Goshenland Consulting Inc.
Sao Paulo - Brazil.
www.demaoliveira.com.br +55 11 9 7017 7348