Duda Melzer has been working towards becoming one of the most recognizable faces in the media industry since his return to Brazil and the RBS Group in 2004. After spending time in the U.S. Duda Melzer developed his career as a media executive in the footsteps of his grandfather and uncle who have led RBS in the past; Melzer did not take advantage of the Sirotsky name in the early stages of his career as he looked to create his own reputation in North America and around the world.
Eduardo Sirotsky Melzer, better known by the name Duda, has looked to make changes to the culture of life at RBS for those who work there, which has led to him building a more modern and streamlined series of departments for the company to enjoy. Duda Melzer has been pivotal in the changes seen at RBS Group that were begun with the start of his own personal project to bring together the three main areas of business for RBS.
The Sirotsky family has been in control of the RBS Group since the company was founded in 1957 by Mauricio Sirotsky Sobrinho and became one of the top media companies in Brazil. Maintaining the position as a top media outlet in South America and across the globe is an important aspect of the new role of Chairman Duda Melzer took on in 2016.