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 company's marketplace sellers community.
With a decade of experience in the group, Cohen takes on the challenge of leading marketing during a time of transformation. He will be responsible for consolidating the brand's communication unification process across all its sales channels – physical and digital, thereby enhancing the concept of Magalu's multichannel approach. One of the milestones of this strategy will be the inauguration, by the end of this year, of the Magalu Gallery, a concept store that embodies the company's business ecosystem, bringing together all of the group's retail assets and serving as a space for sales, relationship, experience, and a privileged showcase for partner brands. Cohen will also promote the intensification of the use of AI tools to measure results and to increase sales conversion rates.
"My mission is to embed a unique narrative into 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 keep up with 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 the consumers' reality."
Since 2024, Cohen held the position of Marketplace Executive Director at Magalu. Throughout his career at the company, he also led the areas ofsupply chainand e-commerce operations. In his professional career, he has worked for 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 process 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 key asset of the brand, enhanced by AI tools. Technology will also be used to personalize interactions and optimize investments, making the creation processes more agile and innovation-driven.
In addition to all of this, our team will continue to act quickly in identifying trends and opportunities, a characteristic that has always marked the company's positioning in its campaigns, whether institutional or promotional, says Cohen.
