Executive Felipe Cohen is the new Chief Marketing Officer (CMO) of Magalu. The announcement was made during Expo Magalu 2025, an event focused on the company’s marketplace seller community.
With a decade of experience in the group, Cohen takes on the challenge of leading marketing during a transformative moment. He will be responsible for consolidating the brand communication unification process across all sales channels – physical and digital, thus enhancing Magalu’s multichannel concept. One milestone of this strategy will be the inauguration, by the end of this year, of Galeria Magalu, a concept store that embodies the company’s business ecosystem, bringing together all the group’s retail assets and serving as a space for sales, relationship-building, experience, and privileged showcasing of partner brands. Cohen will also promote increased use of AI tools for measuring results and boosting sales conversion rates.
“My mission is to imprint a unique narrative on Magalu’s marketing actions, 100% customer-focused, regardless of the channel. Consumer behavior is constantly evolving, and our role, more than ever, is to follow and anticipate these changes,” says Cohen. “The department is a strategic pillar of the company, and we will continue to develop innovative campaigns that stay close to consumers’ reality.”
Since 2024, Cohen held the position of Magalu’s executive director of marketplace. Throughout his career at the company, he also led the areas of supply chain and e-commerce operations. In his professional journey, he has worked at companies such as Carrefour, B2W Digital, and Walmart.
More tech-savvy, agile, and scalable marketing
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 social media followers, remains a key brand asset, enhanced by AI tools. The technology will also be used to personalize interactions and optimize investments, making creation processes more agile and innovation-oriented.
“Alongside 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.
