Brazilian group Spun Mídia has appointed Roberta Coelho, the former CEO of esports organisation MIBR, as its new Chief Business Officer (CBO) to oversee the strategic development of its esports properties.

Now part of the organisation’s counseling body, Coelho will still be in charge of brand strategy, corporate communications, and commercial market relations for MIBR. Operating under Spun Mídia’s dedicated brand house subsidiary, Ezor, the appointment is designed to centralise corporate governance and commercial growth across the holding company’s multi-club portfolio, which also includes esports organisation LOS.

Spun also added Ítalo Mingoni as its Chief Revenue Officer (CRO) following his departure from AdSeleto, a programmatic media company he co-founded and led as CEO.

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Under this new operational layout, MIBR will operate without a dedicated, standalone Chief Executive Officer, drawing its executive direction directly from the holding company level. While Coelho manages the commercial and corporate positioning for MIBR, the competitive performance and esports operations of the club will remain under the direct supervision of Alexandre “Kakavel“ Peres, who serves as the CEO of the parent brand house, Ezor.

This appointment follows a broader corporate restructuring initiated by Spun Mídia. In October 2025, the media conglomerate finalised the full acquisition of MIBR and subsequently established the Ezor brand house to jointly manage both MIBR and LOS under a unified ecosystem.

Accompanying the merger was the announcement of a R$100 million (~$18.5 million USD) investment roadmap set to be deployed through 2030. Towards the end of 2025, as part of this structural alignment, LOS appointed Bruno “Buzz” Rodrigues as Chief Operating Officer to handle its daily operations, while its broader marketing duties were absorbed directly by Spun Mídia.

Before joining MIBR in 2021, Coelho spent almost nine years at the Rock in Rio music festival, serving as both CFO and Head of Business Development.

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