Fabricio Proti has been appointed Senior Vice President AVOD & Pay TV Ad Sales Latin America and General Manager of Brazil, effective immediately.
ViacomCBS Networks Americas (VCNA), a division of ViacomCBS, announced today that Fabricio Proti has been appointed Senior Vice President AVOD & Pay TV Ad Sales Latin America and General Manager of Brazil, effective immediately.
In this expanded role, Proti is responsible for the entire ad sales commercial activities pan-regionally, including Pay TV, Events, Pluto TV, and the rest of the ad sales ecosystem, thus ensuring a digital-first focus while maximizing the opportunities for commercial partners. He is also responsible for VCNA’s Brazil operations and will assume the General Manager role.
Proti will be based in São Paulo, Brazil, and will report to JC Acosta, President, ViacomCBS International Studios & Networks Americas, and Eduardo Lebrija, Chief Commercial Officer, ViacomCBS Networks Americas.
“Fabricio joining the team is a crucial piece of our ongoing transformation to support the organization’s streaming priorities and our digital-first ad sales strategy, which unlocks the tremendous potential of Pluto TV and the rest of our ad sales ecosystem in the Americas,” said Acosta.
“Given his impressive background in digital ad sales, we are incredibly excited to have him on our team and believe his expertise will be an invaluable asset to our digital-first ad sales strategy.”
“I am excited to join the incredibly talented teams at ViacomCBS,” said Proti. “The ViacomCBS brand is synonymous with global quality content, iconic brands, and the best teams in the business.”
Proti brings over 20 years of advertising sales experience in television and digital media. Before joining ViacomCBS Networks Americas, Proti worked at Teads as Managing Director in Brazil, where he grew the media platform’s partnerships with publishers, effectively doubling the reach of ad inventory. In addition, he created a high-performance sales organization and built a creative department that worked with agencies as co-creators to customize campaigns on the Teads platform for enhanced performance. Under Proti’s leadership, Teads experienced high sales growth, positive market positioning, and he turned the organization around to be profitable.
During his time at Instagram, Proti was responsible for the launch and development of Instagram’s advertising monetization platform in Latin America and has held leadership positions at Facebook and Globosat, where he implemented growth strategies with proven success.