Son of Jayme Sirotsky. In 1982 he began working as an executive producer at the Farroupilha Radio. In January 1986 he was transferred to Florianópolis to take over the position of Pogramming Director of RBS's FM radio stations in the state of Santa Catarina. In August 1991 he entered the Executive Program at the John Anderson Graduate School of Management at UCLA. In 1993 he also studied at the "American Press Institute (API)". He returned to Brazil to take the position of Circulation and Readership Marketing Manager of Diário Catarinense, where he remained for 3years. In 1995 he was promoted to Sales and Marketing Director at RBS TV and Radios of Santa Catarina. In June of 1997 he was promoted to Executive Director at RBS TV and Radios of Santa Catarina. In February 2002 he participa- ted in the "Families in Business from Generation to Generation" course at Harvard Business School. In December 2002 he was elected Vice President of Government and Market Relations at ACAERT (Local Trade association). In January 2004 he added the Institutional and Editorial Management of the RBS Group in Santa Catarina to his position of RBS TV General Director. In 2005 he lead the acquisition of RBSIV Centro-Oeste and participated in the "Executing Breakthrough Strategy" course at Columbia Business School. In May 2007 he began his participation in the "Owner / President Management Program - OPM38" course at Harvard Business School.