Accelerating innovation across the media industry, Monks—S4 Capital’s global, digital-first, unitary operating brand—has appointed Thiago Correa as Senior Vice President of Media, EMEA.

In this role, Correa will help future-proof brands’ media strategies for the age of algorithmic performance, guiding marketers through an increasingly complex, AI-driven media landscape.

Many of the companies leading the AI revolution—such as Google, Meta, and Amazon— are also the world’s largest media platforms. Monks works closely with these partners, applying deep expertise in AI-driven media buying, widely regarded as the future of programmatic advertising.

Leveraging Monks’ close relationships with these AI pioneers, Correa will help brands navigate the so-called “messy middle” of today’s fragmented media ecosystem.

Reporting to Linda Cronin, Executive Vice President of Media, Correa will support marketers in building modern media organizations defined by radical agility, actionable transparency, and AI excellence.

“AI rewrites the economics of media, stripping out the manual middle where most of the margin sat,” said Correa. “The winners will be integrated, automation-first partners that connect creative, data, and measurement into one system. That’s the bet I’m making at Monks.”

Operationalizing the AI Future

Correa’s appointment aligns with Monks’ growing focus on Growth Engineering—a modern approach to digital media that moves beyond legacy last-click attribution models.

By fixing data pipelines and injecting high-fidelity signals directly into platforms like Google and Meta, Monks aims to improve signal quality for immediate performance gains. This approach enables brands to maximize existing media investments without disrupting current buying operations.

Monks also applies an engineering mindset to the integration of creative and media through its “Fuel & Freedom” methodologies. These frameworks ensure scalable creative supply keeps pace with algorithmic demand, helping brands unlock greater ROI from AI-powered ad products such as Meta Advantage+ and Google Performance Max.

Additionally, the offering supports brands in evolving from traditional SEO to Answer Engine Optimization (AEO), ensuring visibility across AI assistants and conversational search experiences.

“We are providing a clear maturity roadmap that proves value in year one while identifying the next best step,” Correa added. “Our goal is to ensure clients aren’t just surviving the shift to AI, but using it to future-proof their entire media business.”

A Track Record of Transformation

Correa brings extensive experience in media, data, and digital leadership. At Publicis, he worked with H&M as Global Client Lead. Previously, he served as Chief Digital, Data and Technology Officer at Zenith, where he was part of the leadership team named Campaign’s Media Agency of the Year 2022.

During this period, Correa also helped build Publicis’ UK digital capabilities through the Performics team, which later won PMW’s Performance Agency of the Year 2024.

“Marketing and media are transforming, and I’m excited that Thiago adds more expert boots to the ground when it comes to the impact of AI,” said Juanita Draude, EVP EMEA at Monks. “His experience will help equip our clients with clear playbooks—not just vision, but practical steps—to move confidently through this industry shift.”