CEO of Magazine Luiza
Frederico, or Fred, is widely recognized as one of the leading e-commerce pioneers in Latin America. Since entering Magazine Luiza in 2000, he built the company's e-commerce operation from zero to around R$6 billion in sales in 2018. Prior to assuming the CEO position, Fred led a number of important areas within the business including logistics, marketing and operations. In addition to his reputation as a digital native and e-commerce innovator, Fred is also known for having made many of the key decisions responsible for the company’s success including the decision to leave offline and online operations integrated and the decision to create Luizalabs. Fred was ranked by Forbes Magazine as one of the leading CEOs in Latin America and Magazine Luiza was recently featured in a Harvard Business School case study about the company’s digital transformation and omnichannel marketplace strategies. The controlling families, of which Fred is a member, have combined holdings equivalent to 64% of the company’s total shares.