Executive Felipe Cohen is Magalu’s new Chief Marketing Officer (CMO). The announcement was made during Expo Magalu 2025, an event geared toward the company’s marketplace seller community.
With a decade of experience within the group, Cohen takes on the challenge of leading marketing at a time of transformation. He will be responsible for consolidating the brand’s communication unification across all its sales channels—both physical and digital—thus enhancing Magalu’s omnichannel approach. One of the milestones of this strategy will be the opening, by the end of this year, of Galeria Magalu, a concept store that consolidates the company’s business ecosystem, bringing together all of the group’s retail assets and serving as a space for sales, relationships, experiences, and privileged exposure for partner brands. Cohen will also promote the increased use of AI tools to measure results and increase sales conversion rates.
“My mission is to infuse Magalu’s marketing campaigns with 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 keep up with and anticipate these changes,” says Cohen. “This area is a strategic pillar of the company, and we will continue to develop innovative campaigns that are always in tune with consumer reality.”
Since 2024, Cohen has held the position of Chief Executive of Magalu’s marketplace. Throughout his career at the company, he has also led the areas of supply chain and e-commerce operations. His professional career includes experience at companies such as Carrefour, B2W Digital, and Walmart.
More tech-savvy, agile, and scalable marketing
Artificial intelligence will play a central role in Magalu’s evolving and sophisticated marketing process, 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 for the brand, enhanced by AI tools. The technology will also be used to personalize interactions and optimize investments, making creative processes more agile and innovation-driven.
“Along with all of this, our team will continue to act quickly to identify trends and opportunities, a characteristic that has always marked the company’s positioning in its campaigns, whether institutional or promotional,” says Cohen..
