Those who know the history of the RBS media group will know the Sirotsky family has been in control of the respected news and communications company since its founding in 1957 by Mauricio Sirotsky Sobrinho. However, despite being the third generation of the Sirotsky family to take over at RBS Educardo Sirotsky Melzer, better known by the nickname Duda, has used the company as career inspiration instead of an easy ride to the top of the media industry.
The arrival of Duda as the Executive President of RBS in 2016 came after a long career in Brazil and the U.S. that allowed Melzer to learn as much as possible about global finance and new media options. After graduating from Harvard Business School Duda set out on a new career that took him to an executive position with the digital media group Box Top Media; Melzer has continued to hold different positions with various companies even after he returned to RBS in 2004 to take on a series of executive roles.
Duda Melzer is hoping to incorporate the skills he developed living and working in the U.S. into his role as Executive President of the RBS Group, which means he will look to bring more digital media to the company with its basis in newspapers, TV, and radio. Prior to taking over the top job at RBS from his uncle, Nelson Sirotsky, Duda Melzer was already a high profile executive at investment company e.Bricks that works to secure financing for the planned educational media options being created for RBS. In the future Duda Melzer hopes to make RBS a global force in digital media as he continues to interact with companies like Google in a consistent exchange of ideas and planned projects.