Asmen Koc, PR and Communications Specialist, Calzedonia Group

To help current students and recent graduates navigate the world of work, several USI Alumni shared their career paths and career story. Here the story of Asmen Pablo Koç, PR and Communications Specialist at Calzedonia Group in Zurich (CH). USI Degree: Master in Digital Fashion Communication, 2023.

How did you start your career?

During the last semester of my studies while working on the thesis, I was able to do an internship at L'Oréal which allowed me to get first insights in the world of fashion and beauty. After finishing the thesis, I then started my new position in public relations and communication for the Calzedonia Group, responsible for the Swiss market.

Why did you choose a career at Calzedonia Group?

Calzedonia Group is the mother company for many fashion brands. The constant growth has opened opportunities to grow in new markets through expansion but also in brands through acquisitions. To be part of the media & communications team in Switzerland and establish its brand within the local market has been a great opportunity for me.

What is your current role/duties?

Responsibility of all PR activities within the market for all brands. This can include all kinds of integration from PR, events, influencer marketing, offline marketing, OOH etc. Further, organizing events to create brand awareness and activate the customer is also a big part of my duties. And since the role is part of the media and communications department, external communication such as press releases is also within the responsibilities of my role.

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

Meeting many students from all around the world. The cultural diversity not only benefits one's personal growth but also strengthens the ability to work within intercultural environments and expands one's perspective. Studying in such an international university and in the beautiful city of Lugano was a great experience.