Leaders on Leaders: Building the Blueprint for Growth
Featuring: Carlos Vasconcelos, Group Chief Commercial and Marketing Officer, Lumine Group, Anthony Berkeley, Group Leader, Lumine Group
In this video from Lumine’s Leaders on Leaders series, go behind the scenes to learn how Lumine helps companies strengthen their sales and marketing capabilities. We also learn more about the Black Belt Program, our way of celebrating and motivating the exceptional individuals—our “black belts”—who set the standard in their field.
At Lumine Group, people are central to our strategy—and the Black Belt Program is a reflection of that commitment. Designed to build scalable, repeatable processes, empower top talent, foster knowledge sharing, and support long-term success, the program celebrates functional experts and leaders who go above and beyond.
Black Belts are awarded to individuals across the Lumine portfolio who demonstrate exceptional knowledge and leadership. They create playbooks, present them to others, and continuously mentor within their areas of expertise. These leaders are recognized across the portfolio and featured on Lumine’s Playbook Site as go-to experts.
In this video, we hear from two Blackbelts who have not only shaped Lumine’s operational excellence but have also grown within the organization. Anthony Berkeley, formerly of Velocix, now serves as a Group Leader. Carlos Vasconcelos, Group Chief Commercial and Marketing Officer, who joined through the Collab acquisition, has risen to Chief Marketing Officer. Their journeys reflect Lumine’s belief in continuous learning, development, and recognizing excellence.
At Lumine, we believe that strengthening our business starts with recognizing and cultivating those who demonstrate both expertise and leadership. The Black Belt Program embodies that philosophy, celebrating individuals across the portfolio who are not only experts in their fields but also mentors and innovators.
Key Takeaways From the Conversation
The Importance of Playbooks in Transformation
Both Anthony Berkley and Carlos Vasconcelos emphasize how playbooks are central to supporting newly acquired companies, providing practical guidance and best practices that help teams navigate change and accelerate growth. The playbooks are not just documents—they are living resources shaped by real experiences and examples, enabling employees to believe in and adopt new ways of working.
Building Ownership and Engagement Through Branding
A major transformation story shared was the rebranding of an engineering-led company, where the playbook’s principles helped shift mindsets and foster genuine ownership of the new brand. By involving team members in the process, they became brand ambassadors, demonstrating how structured approaches can drive cultural change and pride in the organization.
The Blackbelt System: Scaling Knowledge and Culture
Black Belts create and share playbooks, guide peers through mentorship, and set new standards of excellence across the Lumine portfolio. Their contributions are recognized and featured on Lumine’s Playbook Site as go-to experts in their domains.
Data-Driven Decision Making and Cross-Functional Impact
Both leaders highlight the critical role of data and metrics in driving business intelligence and informing decisions across sales, marketing, product, finance, and R&D. The playbook approach ensures that everyone understands how their contributions and data support broader organizational goals, fostering collaboration and continuous improvement.
Scaling for Growth: The Rubik’s Cube Analogy
As Lumine acquires new companies, the playbooks and blackbelt system enable rapid onboarding and knowledge transfer, likened to teaching others the algorithms for solving a Rubik’s Cube. This analogy illustrates how a few experts can empower many, driving scalable growth and embedding a culture of learning and excellence.
If you’re considering the next chapter for your business, we’d love to share more about our approach to growth and long-term success. Get in touch with our team.
