By Jonathan Easton

ViacomCBS Networks Americas (VCNA) has announced the appointment of Fabricio Proti as senior vice president AVOD and pay TV ad sales Latin America and general manager of Brazil.

The exec will be tasked with leading the entire ad sales commercial activities pan-regionally, including pay TV, events, Pluto TV, and the rest of the ad sales ecosystem. In addition, Proti is charged with overseeing all activities in Brazil.

Proti joins with over 20 years of ad sales experience, and most recently served as managing director at media platform Teads. He also held leadership positions at Instagram, Facebook and Globosat.

Based in São Paulo, Proti will report to JC Acosta, president, ViacomCBS International Studios and Networks Americas, and Eduardo Lebrija, chief commercial officer, ViacomCBS Networks Americas.

Acosta said: “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. 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.”

Proti said: “I am excited to join the incredibly talented teams at ViacomCBS. The ViacomCBS brand is synonymous with global quality content, iconic brands, and the best teams in the business.”