who we are

PWRstation designs and markets unique retractable solar racking systems based on the company’s proprietary, EXOrac™-branded racking technology; engineered to substantially simplify and accelerate solar installations in grid-tied and off-grid environments, and deliver unprecedented benefits to PWRstation customers from the system integrators to the end user.

PWRstation’s unique solar racking system is a compelling alternative to today’s traditional fixed flat roof or ground mounted residential and commercial solar installations; and a powerful solution for permanent or temporary solar energy applications.

Meet the folks who make it all happen

our team

Our leadership team reflects a group of diverse individuals with breadth and depth of experience across the company.

Robert Albertella

Chief Executive Officer
& Co-founder

Robert is the Co-Founder and Chief Executive Officer of PWRstation. He is responsible for providing the overall value-based strategy to PWRstation Holding and subsidiaries.

Backed by over 30 years of industry experience,  Robert is also the braintrust behind the EXOrac™ technology at PWRstation.

With experience in every facet of Business operations, Robert has the know-how and vision to ensure that every solution is created with the care and attention to detail our customers have to come to depend on.

Ludovic Roche

Partner & Co-founder
Ludovic (« Ludo ») has more than 15 years of professional experience in business development, marketing and public relations, across various industries. He was previously Senior Vice President at Blumberg Capital Partners (New York & Miami) where he developed a financial services distribution network across 35 countries. During his tenure at Blumberg, he also served as a member of the group’s investment and asset management committee and worked closely with the legal teams on international structures. As PWRStation Co-Founder, Ludo is responsible for company’s business development. Ludo is fluent in English, French and Spanish.

Gianfranco Albertella

Chief Commercial Officer
Gianfranco is an accomplished executive with more than 20 years of experience in operations, sales, product distribution and marketing involving start-up organizations. Results-oriented, he is a decisive leader with proven success in strategic positioning and development of new markets. Gianfranco excels in dynamic demanding environments, while remaining pragmatic, motivated and focused. Over the last twenty years Gianfranco has built an exceptional local and international contact network. His key achievements include creating a design software distribution company before selling to an international group (10/2008). Gianfranco focus on developping and assisting PWRstation Sales Network around the world. Gianfranco is a graduated in Electronics, is fluent in French, Italian and English, is conversant in German, and has notions in Spanish.

William (“Bill”) Berenson

Chief Marketing Officer
William (“Bill”) is a global marketing and communications professional with a track record in business building, managing international operations and strategic branding earned while serving in the leadership of Young & Rubicam, Landor Associates, Interbrand; as well as independent venture capital and marketing firms. Bill has more than 25 years of extensive brand building experience including marketing strategy, design communications, advertising, public relations and driving client engagements for major brands in North and Latin America, Asia and Europe. Former C-level clients include Colgate-Palmolive, Intel, LG Group, and the United Nations High Commissioner for Refugees. Former SME clients include Geneva-based solar integrator Etrion Corporation (traded on TSX) and PowerLight (prior to its acquisition by Sunpower, Inc.). He also served three years as partner in a venture capital firm with an early-stage technology investment focus and created the brand name XBOX which the VC subsequently sold to Microsoft. Bill is a New Yorker raised and educated in Geneva, Switzerland with an International MBA from the Thunderbird School of Global Management and Green Belt in Lean Six Sigma. He is fluent in English and French.

Malcolm Truman

Territory Sales Manager (UK)
Malcolm Truman is a highly experienced business and customer relationship development professional with more than 20 years’ sales experience within Hi-tech industries. This includes 4 years within the UK renewable sector, where he sold solar and renewable heating solutions into the domestic and commercial sectors. Malcolm is a highly customer orientated individual who relishes a challenge, such as taking a career gap break at the age of 44 to go to university to study for and graduate with a BSc (Hons) in Environmental sciences. He is now taking on the challenge of settling into a new life in Switzerland, following his wife, who found work with Hoffman-La-Roche. As Business Development Country Manager, Malcolm has taken on the responsibility of developing and growing a market for PWRstation in the UK. A keen amateur wildlife photographer, who a passion for Africa and African big cats, Malcolm whose mother tongue is English, is also conversant is German and French.

Peter Sallans

Territory Sales Manager (Australia)
Peter has extensive energy industry experience in consulting, senior management and project management roles. Peter started his career as a research economist at an Australian university, and progressed to consulting and management roles in the resources and energy industries. Peter has worked on energy projects in Australia, Indonesia, China, United Kingdom and Hungary, including unconventional gas, coal gasification, hydrogen production, energy storage and renewable energy. Over the recent years he has been active in the growing solar industry in Australia, with a particular interest in for commercial / industrial scale solar installations and in the introduction of solar systems in resources projects and in remote communities. Peter is unusual in combining a practical and hands-on understanding of energy technologies with the commercial acumen and analytical skills necessary to convert a good idea into a commercial success. Peter has a sound understanding of the technical, regulatory and financial challenges and opportunities that arise in developing energy and resources projects and can perform both project management and technical oversight functions, especially during the early phases of an energy project.

Mike Greenwood

Territory Sales Manager (Canada)
Mike is a career B2B sales specialist with extensive global contacts in the energy, mining and EPC sectors. Mike has built his career on selling complex services and technological solutions and the development of key strategic partnerships. Having previously worked as the Vice President of Sales and Marketing for a global, corporate travel management firm, Mike has more recently turned his focus in the past few years to bringing clean energy to heavy industry, working first as the Director of Sales for a global information resource and conference company, then as a consultant for a variety of clean energy companies.

Gérard Boulay

Territory Sales Manager
Gerard Boulay has more than 25 years of professional experience in International Business Development, Management and Customer relationship. During 15 years, Gerard has successfully managed customer network and sales team all over the world. He is a very results oriented person and likes new challenges. Gerard is convinced that “green energy” is more than suitable and the PWRstation project looks to him essential for future generations. As Territory Sales Manager, Gerard has taken on the responsibility of developing French market for PWRstation. He will also work on specific deals. Gerard mother tongue language is French. He speaks English fluently and is conversant in Italian. Gerard runs marathon (3h58), semi marathon and 20kms.