Frederico Trajano Inácio Rodrigues

Frederico Trajano is the CEO of Magalu, one of the largest retailers in Latin America and the largest digital retail platform in Brazil. Fred, as he is known locally, oversees a conglomerate with over 1,500 physical retail locations, hundreds of logistics and distribution hubs, and an employee base of over 30,000. Fred led what is widely considered to be one of the largest digital transformations in all of Brazil. Under his leadership, he successfully turned a brick-and-mortar furniture and electronics retail business into an immersive omnichannel digital marketplace with over 200,000 sellers that reaches across all of Brazil. Fred’s key innovation in leading the push into digital was leveraging Magalu’s physical infrastructure to support country-wide logistics and last-mile delivery; as a testament to the success of this move to digital, today more than 70% of Magalu’s revenue comes from e-commerce. This transformation has been widely covered in Brazilian and international media and has even become a case study at the Harvard Business School.



Another of Fred’s most innovative contributions was the development and creation of Lu, a virtual influencer who has become the brand persona of Magalu. Globally, she is the most followed non-human influencer in all of social media with over 32 million followers across multiple platforms. Magalu’s work with Lu has been recognized by international media and in 2021, the company won a Cannes’ Golden Lion, one of the most coveted awards for the creative and marketing communications industry.



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