Giulia Cortelazzi, Sr. Brand Marketing Manager, VF International

In order to help current students and recent graduates to find their way in the working world, many of our alumni shared their career story. Here the story of Giulia Cortelazzi, Sr. Brand Marketing Manager at VF International in Stabio (CH). USI Degree: Master in Marketing, 2011.

How did you start your career?

After the 2011 edition of the USI Career Forum, in April, I started with an Internship in the Trade Marketing department at the North Face/VF Corporation. As soon as I graduated in September 2011 I had the chance to be full time employed. After 5 years within the marketing department covering different roles I am now responsible to develop and manage the execution of global brand marketing strategies within the EMEA region.

Why did you choose a career in VF International?

I decided to apply at The North Face because I always dreamt about working for a company that embraced my values, reflected my personality, passion and hobbies. I was lucky to be selected.

What is your current role/duties?

In the current role, I am responsible for creating and managing the brand and sports marketing strategies, campaigns and content from planning to execution, to connect with consumers across EMEA.
Create and develop brand and product strategies for the performance division, to fulfill EMEA market needs, ensuring global consistency and local relevancy.

Manage a sports marketing team and 30+ pro-athletes with the goal to activate their stories and content across owned and media channels. Drive collaboration through the GoToMarket process of regional functions and global marketing peers to deliver and improve marketing deliverables at every stage gate.

In your opinion, what are the qualities necessary for a successful career in VF International?

You need to be very flexible, open minded and adapt very fast to the new environment and the diverse culture you will find. When you walk the first time into the office, don’t pretend you know everything just because you have a master, because you don’t.
It’s necessary to be keen and seeking to learn a lot, work hard, get well with the team and it will all happen.

What positive aspects and qualities meant most to you during the study programme you attended?

I decided to study at USI, because it gave me the opportunity to study abroad, fully in English in a very international environment. All these elements were exactly what I wanted.
USI also has a great reputation and well known professors.

What competences and/or skills acquired in your USI Study Program have been useful/are useful to your professional career?

Coming from a very theoretical bachelor degree, USI helped me to smooth the step into the work world.
The master at USI helps you to be practical, work in team of various background, nationalities and cultures.

What is your advice to USI students entering the job market?

Try and find a job you love and not only like. Don’t focus only on the salary; money will definitely not make you happy.