The executive Felipe Cohen is the new Chief Marketing Officer (CMO) of Magalu. The announcement was made during the Expo Magalu 2025, an event focused on the marketplace company’s seller community.
With a decade of experience within the group, Cohen takes on the challenge of leading marketing in a moment of transformation. He will be responsible for consolidating the brand’s communication unification process across all its sales channels—both physical and digital, thus valuing Magalu’s multichannel concept. One of the milestones of this strategy will be the opening, by the end of this year, of Galeria Magalu, a flagship store, embodying the company’s business ecosystem, bringing together all retail assets of the group and serving as a space for sales, relationships, experiences, and privileged exposure of partner brands. Cohen will also promote the intensification of the use of AI tools for result measurement and to increase sales conversion rates.
“My mission is to imprint on Magalu’s marketing actions a unique narrative, 100% customer-focused, regardless of the channel. Consumer behavior is constantly evolving, and our role, more than ever, is to keep up and anticipate these changes,” says Cohen. “The area is a strategic pillar of the company, and we will continue to develop innovative campaigns always closely aligned with consumers’ reality.”
Since 2024, Cohen held the position of executive director of Magalu’s marketplace. Throughout his career in the company, he has also led the supply chain and e-commerce operations areas. In his professional trajectory, he has worked for companies such as Carrefour, B2W Digital, and Walmart.
Marketing more tech, agile, and scalable
Artificial intelligence will play a central role in the evolution and sophistication of Magalu’s marketing, with greater reach and efficiency. Lu, the company’s digital influencer, with over 32 million followers on social media, continues to be a fundamental asset of the brand, empowered by AI tools. Technology will also be used to personalize interactions and optimize investments, making creation processes more agile and innovation-oriented.
“In addition to all this, our team will continue to act swiftly in identifying trends and opportunities, a characteristic that has always marked the company’s positioning in its campaigns, whether institutional or promotional,” says Cohen.
