Executive Felipe Cohen is the new Chief Marketing Officer (CMO) of Magalu. The announcement was made during Expo Magalu 2025, an event for 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 period. He will be responsible for consolidating the brand communication unification process across all sales channels—physical and digital—thus reinforcing Magalu’s multichannel concept. A key milestone of this strategy will be the opening, by the end of this year, of Galeria Magalu, a concept store that materializes the company’s business ecosystem, bringing together all the group’s retail assets and serving as a space for sales, relationship-building, experiences, and premium exposure for partner brands. Cohen will also promote increased use of AI tools for measuring results and boosting sales conversion rates.
“My mission is to embed a unified narrative into Magalu’s marketing efforts, 100% customer-focused, regardless of the channel. Consumer behavior is constantly evolving, and our role, now more than ever, is to keep up with and anticipate these changes,” Cohen states. “The marketing department is a strategic pillar of the company, and we will continue to develop innovative campaigns that stay close to consumers’ realities.”
Since 2024, Cohen held the position of Marketplace Executive Director at Magalu. Throughout his career at the company, he has also led the areas ofsupply chainand e-commerce operations. His professional journey includes previous roles at companies such as Carrefour, B2W Digital, and Walmart.
More tech-driven, agile, and scalable marketing
Artificial intelligence will play a central role in evolving and refining Magalu’s marketing, increasing reach and efficiency. Lu, the company’s digital influencer with over 32 million social media followers, remains a key brand asset, now enhanced by AI tools. The technology will also be used to personalize interactions and optimize investments, making creative processes more agile and innovation-driven.
“Alongside all this, our team will continue to act swiftly in identifying trends and opportunities—a trait that has always defined the company’s positioning in its campaigns, whether institutional or promotional,” says Cohen.
