Speakers

Frederico Trajano is Magalu’s CEO, one of the main retail platforms in Latin America and the biggest digital retailer in Brazil. Fred, as he is known, leads a conglomerate with around 1,300 brick and mortar stores, hundreds of distribution centers, and a team of 30,000 employees. He spearheaded what is considered one of the most significant digital transformations in Brazil and globally. He transformed a traditional retailer into an ecosystem with over 200,000 sellers, offering various services to democratize online sales.

Today, more than 70% of Magalu's top line comes from e-commerce — through a strategy that leverages the company's physical infrastructure to support logistics and last-mile delivery. This transformation even became a case study at Harvard Business School.

Another of Fred's contributions was the development and creation of Lu, a virtual influencer who became the company’s brand persona. Globally, she is the most famous virtual influencer across all social media platforms, with over 32 million followers combined. Lu's success has been recognized internationally, and in 2021, Magalu won the Cannes Golden Lion, one of the most prestigious awards in the creative and marketing communications industry.

Fred joined Magalu in 2000 after starting his career in the financial market. In 2016, he was appointed CEO. Since then, he has received numerous national and international awards for his leadership and management of the company, as well as for his contributions to Brazilian society, including Man of the Year (GQ Magazine) and Entrepreneur of the Year (Valor Econômico).