Gitlab runner on Windows: "The system cannot find the file specified"

Symptom: I am able to register and see it registered in Web UI, but I cannot start the service: In Windows Cmd:

C:\Users\ccaj\Downloads>gitlab-runner.exe start
←[31;1mFATAL: Failed to start gitlab-runner: The system cannot find the file specified.←[0;m

After long time googling and searching in here, nothing similar is found.. Please help..