Global Cement hears the perspectives of Marcel Constantin Cobuz, CEO of TITAN Group.
Global Cement (GC): What was your first experience working in the global cement sector?
Marcel Constantin Cobuz (MCC): I joined the cement industry in 2000, moving from an entrepreneurial background in Eastern Europe to a leading industrial group in France. It was a leap into the unknown, but I was eager to learn, supported by bright business and engineer mentors.
Since then, I’ve worked across diverse global markets, leading teams and driving transformation. A defining moment was the rebuilding of a cement plant destroyed by the Southeast Asia tsunami - supporting communities with new homes, schools, infrastructure and much-needed affordable housing. That experience showed me the deeper purpose of our work and it has stayed with me ever since.
Cement and concrete are the very symbols of modern society. It’s up to us to improve them and make them part of the planet’s future fabric - sustainably.
GC: What is the best part of your role?
MCC: Working with passionate people to innovate in a purpose-driven organisation. At TITAN, a family-controlled but publicly-listed business active in 25 markets, we combine bold decisions with values built over 120 years.
We aim to lead in every dimension - materials, digital, AI and sustainability - and bring them to our plants and to our customers. Innovation is fast and broad. Whether it’s launching low-carbon and high-performance products or scaling advanced technologies, we act with determination.
Projects like ‘IFESTOS,’ our carbon capture initiative in a plant near Athens, Greece, and our upcoming calcined clay facility in Virginia, US, reflect that drive. However, what I’m most proud of is how widespread the engagement around innovation is. 600 colleagues joined our recent internal ideation initiative. That energy defines the TITAN of today and tomorrow.
GC: Which of your company’s achievements are you most proud of?
MCC: TITAN’s culture of empowerment and excellence. In 2024, we delivered record performance - our fourth year of top-line growth - by executing our Growth Strategy 2026 with speed and clarity.
A key milestone was the NYSE listing of Titan America, a bold move that strengthens our growth platform. We also completed four bolt-on acquisitions in the US and Greece and launched a joint venture in India. Capital expenditure reached a 15-year high, focused on growth, innovation and digitalisation. None of this would be possible without the dedication of our 6000 people and the continued strategic support of our long-term family shareholder.
GC: What is the biggest challenge facing the global cement industry?
MCC: Meeting massive infrastructure and housing demand while driving down carbon emissions and creating long term value. This is not a future issue - it’s a now issue.
Europe faces a widening infrastructure gap and aging assets. Germany and the US have taken bold steps with public investment, and more will follow. Housing deficits are just as pressing - especially in the social sector.
We have the tools and technology, we improve our capabilities and need to move faster. Projects like Ellinikon in Greece or high-performance builds in Miami and data centres in Virginia show how rising expectations on performance, durability, and sustainability are coming together - and we’re ready.
GC: What one thing would you change about the cement industry?
MCC: I’d accelerate how fast we create new things and embrace innovation. The technology exists - we must be bold and proactive in deploying it. At TITAN, we don’t react - we lead. Our Growth Strategy 2026 is built around anticipating change and scaling what works. From new cementitious materials to product platform partnerships and digital technologies driving down costs and improving customer experience, we’re reshaping how the industry works.
GC: How will AI change the cement sector?
MCC: AI is already transforming the way we operate. TITAN was an early mover, and today over 200 people across the group are developing digital business models.
Real-time AI optimisers, now covering the majority of our process assets, are cutting energy use by over 10%, improving product quality, and lowering emissions. We’ve scaled predictive maintenance and prescriptive analytics across all plants.
Now, we’re moving into digitalising logistics and supply chains with proprietary tools. We’re also investing in digital early-stage companies like Optimitive and Concrete AI, and our own venture CemAI is ready to scale. Soon, all 6000 TITAN employees will be certified digital enthusiasts - ready for the next phase of ‘industrial meets digital’ type of transformation.
GC: What emerging factors will affect the global cement industry?
MCC: Several major shifts are reshaping our sector. 1. The global infrastructure push is real. Faced with needs to upgrade, some of our markets - like the US and Southern Europe - are leading the way. Others will follow; 2. The housing deficit, especially in affordable and social housing, is driving long-term demand; 3. Energy prices will remain volatile, forcing efficiency and innovation; 4. Building performance requirements - like circularity, insulation and energy efficiency - are growing fast; 5. Smaller, outdated plants will face increasing pressure to invest and adapt.
The EU Green and Clean Industrial Deals face challenges, but they do shape industrial policy and will likely inspire similar action globally. We’re optimistic about the next steps in reshuffling the emissions trading system (ETS) and next-generation public funding. Overall, we see a strong, structural growth trend - and a positive dynamic.
GC: How will cement markets evolve?
MCC: Markets are shifting toward high-performance, low-carbon solutions - and enabling faster, greener construction. Customers want more than materials - they want integrated services and digital support. We’ve responded with TITAN Premier, a suite of services that offer technical support, digital tools and custom-built solutions.
Our leadership in digitalisation helps us reduce cost-to-build, increase circularity and improve the overall customer experience. This is where the industry is headed - and where we are already positioning with our technical sales and engineers on the ground.
GC: How can cement producers differentiate themselves?
MCC: Innovation, sustainability and customer experience. At TITAN, we aim to combine top product quality with advanced logistics, digital integration, and sustainable materials.
Our TITAN Edge and Premium product families reflect that commitment. In 2024, we expanded our commercial teams, partnered with five start-ups, and scaled our venture capital investments. These moves are reshaping how we serve the market - and how we grow.
GC: What will be the key cement markets in 2050?
MCC: By 2050, every market - emerging and developed - will prioritise resilient, green infrastructure and modern and energy efficient urban development. Our sector will be fully digitalised and automated. Autonomous systems will operate plants, manage logistics and build modular structures - many 3D-printed - directly on-site.
The industry will no longer be seen only as a materials provider... it will be recognised as the builder of sustainable modernity.
GC: What advice would you give your younger self?
MCC: Be curious. Embrace disruption. Learn continuously. Push your limits and aim to leave every place better than you found it. As a leader, be a coach. Stay close to your teams, customers and partners. Listen to what the future is asking of you. Finally, be a net zero optimist - and a digital enthusiast... from day one!
