The Brazilian media market is dominated by a few wealthy and influential families. The Sirotsky family in the South of Brazil is one of those families. Mauricio Sirotsky Sobrinho founded the RBS group in 1957, and Nelson Pacheco Sirotsky played an important role in the growth of the company. Duda Melzer, the grandson of Mauricio Sirotsky Sobrinho, joined the company in 2004 after working in the media industry in the United States. Melzer earned an MBA from Harvard. He worked as a consultant and analyst before becoming the National Marketing Director of the RBS Group.
Melzer also played an important role in the growth of RBS. Thanks to his efforts, RBS is one of the top three media companies in the country. RBS is the second largest company in Brazil when the number of journalists working in the industry is discussed. RBS employs more than 6,500 people, and a large number of those employees are journalists. Duda Melzer has a say in what is printed in nine newspapers and what is programmed on 18 TV stations. He also has the say-so in the programming of the 24 radio stations that are part of the RBS Group.
Newspaper circulation is down in Brazil, but Melzer and his predecessors were smart enough to add online news programming to the Group as well as a digital technology development company. Even though newspaper circulation is down, the media industry is having a good year, thanks to the upcoming Olympic Games, the impeachment of President Rousseff and the Zika virus outbreak.
Duda Melzer became the Executive Director of the RBS Group at the beginning of 2016. He replaced his uncle, Nelson Pacheco Sirotsky. Duda became the 3rd member of the Sirotsky to control the company. Melzer is a different kind of executive. He is a hands-on leader, but he also gives each company in the RBS Group the power they need to succeed.