PWRstation Team

Robert Albertella
Chief Executive Officer

Robert is an accomplished executive with more than 20 years of experience in P&L oversight, operations, technical product design and distribution. He is a proven business builder who has successfully developed and sold other companies. As Co-Founder and CEO of PWRStation, Robert focus on leading the growth of the company and maintain responsibility over technical design development and future products. Robert is fluent in French, Italian and English.

Gianfranco ("Gian") 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.

Gérard Boulay
Territory Sales Manager
Ludovic ("Ludo") 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.

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.

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.

Malcolm Truman
Territory Sales Manager

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.