Grupo Globo has announced an organizational restructuring designed to align its operations with a new corporate strategy centered on digital expansion. The reorganization divides the Brazilian media conglomerate into three operational blocks: a Results Center focused on connecting with consumers and advertisers, Core Operations to sustain the group’s platforms and solutions, and Corporate Management to handle strategy and resources.
The structural changes consolidate TV Globo and Estúdios Globo under a single division and merge Distribution and Rights into a unified directorate. The Strategy department has been expanded to incorporate corporate governance, while the Institutional Relations, Legal, and Compliance departments will migrate to the holding company level to reflect their transversal role across the entire group. Paulo Tonet will remain as Vice President of Institutional Relations within the holding company.
Outlining the rationale behind the reorganization, Grupo Globo CEO Paulo Marinho stated that the objective is to operate as a multiple-platform company that places the Brazilian audience at the center of its decisions. ‘We want to preserve what makes us unique: the strength of our content, and expand our presence on different platforms, maintaining the relevance of TV Globo and accelerating our digital growth to generate even more value for consumers, advertisers, and partners’, said. He also added that the current market landscape ‘demands an even more integrated action of Technology, Data, and Artificial Intelligence in business to accelerate decisions and innovation. These priorities guided the design of the new structure, translating our strategy into how we organize ourselves’.
As part of this renewed focus on digital innovation and daily micro-moments, the company has simultaneously launched GloboPop, a new free platform curating vertical videos, original microdramas, and adaptations from the network’s extensive archive. Available on Google and Apple app stores, the platform aims to capture the engagement of internet culture while providing a brand-safe environment backed by Globo’s editorial oversight.
Rodolfo Bastos, Globo’s Director of Publishing Products, contextualized the launch within a broader strategy initiated in early 2025. ‘At the beginning of 2025, we strategically accelerated the production and distribution of short vertical videos in our digital environment’, Bastos explained, noting the initial success with vertical microdramas on social media and Globoplay, which have accumulated 65.4 million views since December. ‘GloboPop was born as a complementary evolution of that experience within the Globo ecosystem. It organizes and boosts the consumption of vertical videos, bringing together short content from Globo, content creators, in-house talent, and original productions in a single environment’.
The platform’s content ranges from behind-the-scenes footage to original microdramas, such as a 65-episode vertical spin-off of the iconic telenovela Avenida Brasil titled Carminha. Patricia Fontes, Globo’s Head of Digital Entertainment Products, emphasized that the service caters to the habit of endless scrolling but with curated context: ‘GloboPop offers fast, personalized content that fits into the moments of pause throughout the day, with the differential of an experience in a safe environment, with curation, editorial quality, and brand responsibility’.
This risk-free infrastructure has also attracted significant advertising partners; retail giant Magalu is the platform’s first major sponsor, not only through direct advertising for shows like Carminha but by integrating its virtual influencer, Lu do Magalu, as a content creator with a dedicated platform stage. Bastos highlighted this advantage for corporate partners, stating the platform ‘directly answers one of the biggest pain points for brands in the digital environment today: the risk of association with inappropriate content or content misaligned with brand values’.
The executive committee reporting directly to Paulo Marinho will now include Júlia Rueff overseeing Digital Platforms, Manzar Feres leading Integrated Advertising Business, and Amauri Soares heading the unified TV and Estúdios Globo. The board is completed by Ricardo Villela in Journalism, Renato Ribeiro in Sports, Raymundo Barros in Technology, Fernando Ramos in Distribution and Rights, Marina Mansur in Strategy and Governance, and Georges Riche in People and Culture.
The reorganization also marks the departure of several veteran executives. Manuel Belmar will continue as Director of Finance and CSC until the first quarter of 2027 to conclude a transition process initiated two years ago. Manuel Falcão, Director of Brand and Communication, is leaving after nearly three decades, and Pedro Garcia, Director of Rights Acquisition, concludes his tenure after 45 years with the company.
