VCNA Hires for Pan-Regional Ad Sales & Brazil Operations


ViacomCBS Networks Americas (VCNA) has appointed Fabricio Proti senior VP of AVOD and pay-TV ad sales in Latin America and general manager of Brazil.

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. He is also responsible for VCNA’s Brazil operations, assuming the general manager role. He will be based in São Paulo, Brazil and will report to JC Acosta, president of ViacomCBS International Studios & Networks Americas, and Eduardo Lebrija, chief commercial officer of ViacomCBS Networks Americas.

Before joining ViacomCBS Networks Americas, Proti worked at Teads as managing director in Brazil. During his time at Instagram, Proti was responsible for the launch and development of Instagram’s advertising monetization platform in Latin America. He has also held leadership positions at Facebook and Globosat.

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 added: “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.”