Felipe Cohen is the new CMO of Magalu

Executive Felipe Cohen is the new Chief Marketing Officer (CMO) of Magalu. The announcement was made during Expo Magalu 2025, an event aimed at the community of sellers of the company's marketplace.

With a decade of experience in the group, Cohen takes on the challenge of leading marketing in a moment of transformation. He will be responsible for consolidating the process of unification of brand communication in all its physical and digital sales channels, thus valuing the concept of multichannel Magalu. One of the milestones of this strategy will be the inauguration, by the end of this year, of the Magalu Gallery, concept store, which tangibilizes the company's business ecosystem, bringing together all the retail assets of the group and being a space of sales, relationship, experience and privileged exposure of partner brands.

“My mission is to print in the marketing actions of Magalu a unique narrative, 100% focused on the customer, regardless of the channel. Consumer behavior is constantly evolving and our role, more than ever, is to follow and anticipate these changes”, says Cohen. “A area is a strategic pillar of the company and we will continue to develop innovative campaigns and always close to the reality of consumers.”

Since 2024, Cohen has held the position of executive director of Magalu marketplace.Throughout his career at the company, he has also been at the forefront of the areas of supply chain e-commerce operations. In his professional career, 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 process of evolution and sophistication of Magalu marketing, with greater reach and efficiency. Lu, the company's digital influencer, with more than 32 million followers on social networks, continues to be a fundamental asset of the brand, empowered by AI tools. Technology will also be used to customize interactions and optimize investments, which makes creation processes more agile and innovation-oriented.

“In addition to all this, our team will continue to act with agility in identifying trends and opportunities, a characteristic that has always marked the positioning of the company in its campaigns, whether institutional or promotional”, says Cohen.