Visitors walk in front of a stained-glass mural by East German artist Walter Womacka overlooking the main staircase of ESMT Berlin’s historic campus at Schlossplatz 1.
Luciano Parro, EMBA 2024
Hometown: Rio de Janeiro, Brazil; current place of residence, Zug, Switzerland
Professional background: Before starting the EMBA, I had over 20 years of experience in digital marketing technologies and customer engagement operations within the pharmaceutical and biotech industries. I began my career in Brazil as a self-taught web developer, later joining Roche and transitioning into regional digital roles that supported Latin America.
After relocating to Switzerland in 2013, I continued in regional and then global positions at Novartis and Biogen. Across these roles, I worked on designing, implementing, and scaling the platforms and processes that enable digital customer engagement, including CRM and CMS integrations, HCP portals, multichannel operations, and digital factory delivery models. Over time, my responsibilities evolved from hands-on technical delivery to leading global digital execution teams and shaping the operational backbone of digital engagement in highly regulated, multinational environments.
When and why did you start considering an MBA, and why did you choose ESMT’s EMBA? I was not actually considering an EMBA or MBA when I learned about ESMT. I was actually invited to my cousin’s EMBA graduation. She was a student at ESMT, and she invited me to her graduation ceremony. From that point onwards, she started to tell me to consider this program, because it would be very interesting and enriching for me.
But for me, it was never an option, because as a university dropout, I’m usually not eligible to do any of these kinds of formal educational programs. So, I wasn’t really considering or planning any of that. But then she was telling me about her experience. She was telling me about how it helped her to see things from a different perspective.
And then I started to consider and check what the criteria are to get into the EMBA. And I saw that at that time, ESMT offered an option for people without a traditional educational background to join the program. During one of the open houses, I talked to people at ESMT and explained my situation. They told me that there were possibilities for me, but that the path to get there would be different than usual. But if I were genuinely interested, and if we also took into account my many years of experience in multinational companies and in global functions, then they would be open to it. That’s how it all started.
Luciano Parro, EMBA 2024
How did you balance the EMBA with your career and personal responsibilities? From the very beginning, I discussed the program with my wife. My cousin, who had already gone through it, had shared her experience with us, how heavy the workload would be, and how it could affect our routine as a couple. My wife and I talked it through and agreed to take on the challenge together.
She knew that not having a formal degree was something I had seen as a handicap for many years, so she understood how important this opportunity was for me. She was fully supportive, even knowing that it would impact our personal routine.
From a career standpoint, I wasn’t too worried. I was already used to heavy workloads, so I knew it would be demanding but manageable. The only thing I had to agree on with my manager at the time was that I would need to take vacation days differently, using them for the in-person modules at the school. That was really the only logistical point I had to negotiate.
Once that was sorted out, I developed my own system to stay organized, planning how to study, prepare assignments, and balance professional and academic commitments. It was certainly intense, but I knew what to expect and managed it well. In the end, it was heavy, but never overwhelming.
Practically, I developed a rhythm. I would dedicate one to two hours each evening to reading or assignments, so I didn’t have to cram before deadlines. It meant trading some social time for study, but it kept me grounded. I also learned small tricks, like using binaural beats to focus, or studying early in the morning before the day took over.
What did you find most valuable about the ESMT Berlin EMBA? What was most surprising? I really liked the way the program started by giving us the basics. We had some classes that, for certain people, might have been old news, like the finance class, because many in the group already had a financial background. I didn’t. But I appreciated that they didn’t jump directly into case studies or more advanced material. They made sure that everyone was on the same page, regardless of their background.
Because of that, we could all participate in the discussions at a similar level as we moved into the more advanced topics. That was something I found very interesting right from the beginning.
As we progressed through the rest of the modules with different professors, it was also clear that the teaching methodology wasn’t focused on theory for the sake of theory. Everything was about how to apply the concepts to the real challenges we face at work. I found that approach very helpful. It made it much easier for me to absorb the content than if I had been reading books or theory without understanding how to apply it in real-life situations.
The case studies and the discussions we had with classmates were also extremely valuable. They really helped reinforce the learning. For me, the structure and the way the knowledge was delivered, always connected to practice, was one of the most valuable aspects of the entire program.
What was most challenging? Without question, changing jobs twice during the program was the biggest challenge. It’s something the faculty advises against, and for good reason. Each transition required me to reestablish routines, adjust expectations, and rebuild energy.
Initially, I had planned to complete a corporate project as my final assignment. But with the job changes, that became impossible, and I had to write a full thesis instead. I’d never written an academic paper before, and at first it felt overwhelming; I didn’t even know where to begin. But in hindsight, that was a gift. It forced me to think more deeply, structure my thoughts, and rediscover the discipline of academic writing.
That thesis became one of the most satisfying achievements of my professional life, not because of the grade, but because I learned how to think rigorously again.
Which courses, professors, or projects had the biggest impact on you? Why? It’s hard for me to point out a single course or professor. When I look at the program as a whole, every class contributed something valuable in its own way. I approached the EMBA with the mindset that even if a topic wasn’t something I was naturally drawn to or didn’t seem immediately relevant to my work, I would still give it my best. Because of that, I opened my mind to areas I never thought I would use or even be interested in. And that’s why it’s difficult to choose just one element; the impact came from the collective experience.
The biggest effect the program had on me was how it helped me understand the work of other people and departments in a much deeper way. Before, I interacted with these functions, but I didn’t fully grasp what they did or how they thought. The EMBA gave me that exposure and helped me see the organization from different angles.
So, the impact wasn’t tied to one specific course, but to how the entire program broadened my understanding of the functions I work with every day.
How has the EMBA changed your leadership style or the way you approach your work? Was there an “Ah ha” moment or turning point during the program that helped bring on this change? I think the biggest change for me was learning to acknowledge and better understand different leadership styles, and how to interact effectively with them. Throughout our careers, we all come across various types of leaders, but the EMBA helped me really recognize those differences in a more structured way.
Understanding how to adapt my approach when dealing with different leadership styles, whether with people above me or below me, has been extremely valuable. It helped me see how we can still work toward a common goal even when our styles or perspectives are different.
In that sense, the program helped me become a more complete leader. I’m much more aware of how I communicate, how I adjust my style, and how to collaborate more effectively with a wider range of personalities.
What new skills, perspectives, or networks have been most valuable since starting the program? My career trajectory up to that point had led me to become very specialized in one specific area, which is expected, of course. But it also meant that I never really had the chance to develop some of the broader skills that senior leaders need.
For me, the most valuable part of the EMBA was learning how to become a more complete leader. It helped me look beyond my area of expertise or my job title and understand the company from a much wider perspective. I began to really grasp how the different functions work, how they connect, and how decisions in one area affect the whole.
That changed the way I look at my own organization, even the same situations I had seen a hundred times suddenly looked different because I was seeing them through multiple lenses, not just the “digital” one.
Meeting classmates from completely different industries was also crucial. Without the program, I would never have had that level of exposure. It helped me understand that the same approach that works in my industry may not work in another, and vice versa. Seeing how they applied concepts in their environments broadened my thinking and made me realize how useful it is to look at challenges from different angles.
In that sense, the program helped me think outside the box in a very practical way, by showing me how ideas can move across industries and how that can be valuable in my own role.
Can you share an example of how you applied something you learned in the program directly to your job or business? One clear example is the decision to help my wife start her own business. Before the EMBA, entrepreneurship always felt like something that was “not for me” or something I wasn’t fully prepared for. But throughout the program, I gained the confidence and the tools to take that step.
The classes, discussions, and frameworks helped me look at opportunities differently. They made me realize that many of the skills I had built over the years were actually transferable to running a business. The program pushed me to think more strategically, analyze risks in a structured way, and trust my ability to adapt.
When the opportunity came for us to open the first Oakberry store, I felt prepared. Without the EMBA, I don’t think I would have made that decision or moved forward with the same level of confidence. It really helped me translate what I learned into something tangible, something that today has become a meaningful part of my professional life.
How did your classmates shape your experience? My classmates played a very important role in my experience, each in different ways. The discussions we had were incredibly valuable because they brought perspectives based on different industries, cultures, and levels of experience, many of which were completely different from my own. They were always open to discussing, clarifying, and helping whenever something wasn’t fully clear or aligned, and that openness made a big difference.
There was also another dimension that they contributed to, even without realizing it. Coming from a non-academic background, I had seen that as a handicap for many years. Being in a class with people who had PhDs, master’s degrees, and senior leadership roles could be quite intimidating. It triggered impostor syndrome immediately. But through the conversations and exchanges we had, I started to see that I could contribute as well, sometimes with perspectives they didn’t have. Feeling that my experience and viewpoints were valuable helped me gain confidence in myself, my professional journey, and my skills.
And in the end, and this isn’t meant to sound like bragging, graduating with the GPA I achieved, almost with honors, was incredibly important to me. It validated not only that I’m good at what I do professionally, but that I could push beyond what I thought was possible for myself academically.
I honestly don’t think I would have reached that level if I had done a self-paced or purely individual program using only the materials and books. The interaction with my classmates amplified everything I learned and gave me confidence I didn’t have before.
What support systems — inside or outside ESMT — were most critical during that time? I would definitely say that my family and friends were the most important support system during the EMBA. Your whole routine changes almost overnight. One day you have time to see people, and the next day you’re completely swamped with work and hours of study. Having people who understood why I wasn’t as present, who didn’t question it or take it personally, made a huge difference. They supported me, encouraged me, and were genuinely cheering for me. That support was crucial.
Inside ESMT, I didn’t need to use any formal support systems, but I always felt that they were there if I needed them. I knew I could reach out to the faculty or the program managers at any time if I had a problem or challenge. Just knowing that those doors were always open gave me a sense of security. Even though I never had to rely on it, having that safety net gave me confidence throughout the program.
Looking back, is there something you learned about yourself through this experience? That’s a very interesting question. It’s not always easy to pinpoint something new. But I think what I learned, or perhaps rediscovered, was how to learn. I hadn’t been in formal education for a very long time, and over the years, I got used to learning things in a completely different way than what is expected in an academic environment.
The EMBA made me stretch those muscles again. I had to explore my own limits, how much I could absorb in a short period of time, how I would cope with concepts that were completely new to me, and how to make sense of them. I tried different approaches to understand things that weren’t familiar, and that process itself was very interesting.
For me, the biggest learning was rediscovering my ability to learn in a structured way and understanding how to push myself when the content was outside my comfort zone.
What impact has the EMBA had on your career trajectory so far? The EMBA didn’t create an immediate shift in my career path, but it had a big impact on how I make decisions about my career. Before the program, I was comfortable in my role, but during the EMBA, I realized that the work was no longer aligned with my values and long-term goals. The program gave me the confidence and the tools to make a change, and I ended up changing jobs twice during the program.
Even though job changes can be disruptive, especially so close together, I didn’t feel afraid or “stuck” anymore. I felt empowered to move toward roles that made more sense for me instead of staying somewhere just because I had recently changed jobs.
The EMBA also opened my eyes to the idea that my career didn’t have to be one single path. It helped me feel confident enough to expand into entrepreneurship with my wife while still maintaining my corporate career. Instead of seeing that as a risk, I now see it as an additional opportunity.
Overall, the program reduced that sense of fragility I used to feel, the fear of what might happen if there was a layoff or a major organizational change. I still know those things can happen, of course, but I no longer feel exposed. The EMBA gave me the mindset and the confidence to navigate uncertainty much more comfortably.
How has it shaped your goals for the next five years? The EMBA didn’t give me a very specific five-year plan, and in a way, that’s exactly the impact it had. Instead of defining rigid goals, the program expanded my horizons and made me realize that there are many paths I can follow, not just the traditional, linear one.
Before the EMBA, I was very focused on my area of expertise and on the “next step” in a very predictable career progression. After the program, I started seeing opportunities that I wouldn’t have noticed before. It opened doors in my thinking, not necessarily toward one single destination, but toward different options that I now feel prepared for.
So rather than saying, “In five years I want to be in this exact position,” I now think more in terms of being ready for the right opportunities when they appear. The EMBA gave me the confidence and the mindset to navigate that kind of flexibility.
Would you recommend the ESMT program to others? Why or why not? What kind of person do you think the program is built for? Yes, I would recommend the program, but with the right expectations. I don’t think someone should pursue an EMBA just for the degree, the title, or the idea that networking alone will change their career. In my view, the people who get the most out of the program are those who feel they’ve become very specialized in their area of expertise and want to broaden their perspective.
Most of us spend years going deeper and deeper into one function, and we end up knowing a lot about one thing but very little about everything around it. The EMBA gives you knowledge you simply don’t get through your normal career path, knowledge that helps you understand the company as a whole, see other functions differently, and unlock opportunities that wouldn’t be possible if you stayed only within your lane.
I think the program is really built for people who are curious, who want to grow beyond their current scope, and who want to understand the bigger picture. If that’s what someone is looking for, then I would definitely recommend ESMT’s EMBA.
What advice would you give to other professionals considering an EMBA while juggling demanding careers and personal commitments? My main advice is: Don’t do an EMBA for the degree or the title. Do it for the knowledge you’re going to gain, knowledge that you wouldn’t have access to through your normal work routine. If you feel there are areas of the business you don’t fully understand, or topics you only know on a surface level, then an EMBA can be a great way to fill those gaps.
But be realistic about what the experience will look like. You will have a lot of work, a lot of reading, and your routine will change. It’s important to talk to people who have completed the program, ideally someone in a similar industry or role, so you know exactly what you’re signing up for.
Also, don’t overestimate the networking aspect. There is networking, but it’s not something that will suddenly open every door for you. It depends on your industry, your geography, and your role. So don’t go in with the idea that the network alone will solve your career goals.
If you’re considering a career change, entrepreneurship, or simply want to broaden your knowledge, the EMBA is a great investment, but make your decision based on good information and clear expectations.
Anything else you’d like to add? If I had to summarize my experience in one phrase, I’d have to borrow ESMT’s motto: “business as unusual.” For me, the EMBA wasn’t just about learning new theories or earning a credential; it was about challenging the way I think and forcing myself to learn again in a structured way after so many years outside academia.
The program constantly pushed me out of my comfort zone. It made me question assumptions, revisit ideas I thought I understood, and look at situations through completely different angles. That process was uncomfortable at times, but it was also the most valuable part of the journey.
Coming from a non-academic background, the EMBA helped me prove to myself that I could go much further than I thought, not only professionally, but academically and personally as well. In that sense, “business as unusual” describes exactly what the experience represented for me: learning to approach problems differently, seeing myself differently, and realizing that there is always more space to grow.
DON’T MISS THESE STORIES IN OUR EMBA SPOTLIGHT SERIES:
© Copyright 2026 Poets & Quants. All rights reserved. This article may not be republished, rewritten or otherwise distributed without written permission. To reprint or license this article or any content from Poets & Quants, please submit your request HERE.
