Executive Felipe Cohen is Magalu's new Chief Marketing Officer (CMO). The announcement was made during Expo Magalu 2025, an event aimed at the company's marketplace seller community.
With a decade of experience in the group, Cohen takes on the challenge of leading marketing at a time of transformation. He will be responsible for consolidating the process of unifying the brand's communication across all its sales channels – 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 concept store, which makes the company's business ecosystem tangible, bringing together all the group's retail assets and being a space for sales, relationships, experience and privileged exposure for partner brands. Cohen will also promote the intensification of the use of AI tools to measure results and increase sales conversion rates.
"My mission is to create a unique narrative in Magalu's marketing actions, 100% focused on the customer, regardless of the channel. Consumer behavior is constantly evolving and our role, more than ever, is to monitor and anticipate these changes", says Cohen. “The area is a strategic pillar of the company and we will continue to develop innovative campaigns that are always close to consumers’ reality.”
Since 2024, Cohen held the position of executive director of Magalu's marketplace. Throughout his career at the company, he was also in charge of the areas of supply chain and e-commerce operations. In his professional career, he has worked for companies such as Carrefour, B2W Digital and Walmart.
More tech, agile and scalable marketing
Artificial intelligence will play a central role in the process of evolution and sophistication of Magalu's marketing, with greater reach and efficiency. Lu, the company's digital influencer, with more than 32 million followers on social media, continues to be a fundamental asset of the brand, enhanced by AI tools. The technology will also be used to personalize interactions and optimize investments, which makes creation processes more agile and innovation-oriented.
“Allied to all this, our team will continue to act with agility in identifying trends and opportunities, a characteristic that has always marked the company's positioning in its campaigns, whether institutional or promotional”, says Cohen.
