Olga Sironi, Marketing & Sales Specialist, Tessitura Enrico Sironi

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 Olga Sironi, Marketing & Sales Specialist at Tessitura Enrico Sironi in Gallarate (I). USI Degree: Master in Digital Fashion Communication, 2020.

How did you start your career?

I started my career five months before graduating in 2020, during the pandemic—a time of great uncertainty but also rapid digital transformation. This experience allowed me to quickly adapt.

I joined an Italian marketing agency - SAE Comunicazione Integrata - as a Marketing, Business development, and PR Assistant. In this role, I contributed to the development of AlwaysOn Show, the digital platform of TheOneMilano fashion trade show. My responsibilities included managing social media, executing newsletter marketing campaigns, conducting market research, and assisting in the preparation of the digital trade show. Along to this major client, I worked on the digital strategy for a historical spinning company, managing its e-commerce presence and B2B digital platforms.

Building on this experience, I joined PwC Italy as an Associate in the Customer Transformation team where I specialized in Salesforce Marketing Cloud Consulting. There I gained valuable expertise in digital transformation and marketing automation, with a specialization in the fashion and luxury sector. This experience strengthened my ability to navigate complex projects, optimize customer engagement strategies, and work in fast-paced environments.

These foundational experiences equipped me with a strong background in digital marketing, sales strategy, and customer transformation, which I continue to leverage in my current role at Tessitura Enrico Sironi, an historical Italian weaving company, leader in the linen industry.

Why did you choose a career at Tessitura Enrico Sironi?

I chose to join Tessitura Enrico Sironi because it is more than just a company to me—it is my family’s legacy. As part of the sixth generation in this business, I feel privileged to contribute to a company that has been synonymous with quality, craftsmanship, and tradition for over a century. Growing up surrounded by the world of textiles, I developed a deep appreciation for the artistry, quality and dedication that goes into every fabric we produce.

After gaining experience in digital marketing, business development, and customer transformation I felt a strong calling to bring my expertise back to the family business. I wanted to combine innovation with tradition, using modern marketing and sales strategies to support our company’s growth while preserving the values that have defined it for generations.

Joining Tessitura Enrico Sironi is not just a career choice; it is a commitment to carrying forward a legacy, ensuring that our heritage continues to thrive in an evolving market.

What is your current role/duties?

As a Sales and Marketing Specialist at Tessitura Enrico Sironi, I drive business growth by managing marketing projects, conducting market research, and identifying new opportunities. I support sales operations, assist clients throughout their journey, and maintain customer data in our CRM to foster loyalty. Additionally, I analyze sales performance, collaborate on product development by integrating customer feedback, and work with the Export Manager to set sales targets and drive revenue growth.

My role combines strategy, customer engagement, and market insights to ensure the continued success of our family’s textile legacy.

In your opinion, what are the qualities necessary for a successful career at Tessitura Enrico Sironi?

A successful career at Tessitura Enrico Sironi requires first of all a big passion for textiles, accompanied by strategic thinking, and a customerfocused mindset. Adaptability and innovation are key to evolving with the industry, while strong collaboration ensures alignment. As an SME, leadership and strong communication skills are essential—everyone must be able to collaborate, take initiative, and step in where needed.

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

During my Master’s in Digital Fashion Communication at USI, several aspects made the study experience truly enriching and meaningful.

One of the most valuable aspects was the Double Degree, which represented an exciting academic challenge. Studying at two institutions pushed me to step out of my comfort zone, adapt to different educational systems, and develop strong time management and problem-solving skills.

The international context and mobility were equally significant. Being exposed to diverse cultures and academic environments not only expanded my global perspective but also helped me build an international network—an invaluable asset in today's interconnected job market.

Another key advantage was the flexibility to personalize my curriculum. Thanks to the Swiss Universities network I had the chance to write my Master’s thesis at the University of St. Gallen (HSG), and attend an optional summer course at Université de Genève allowed me to shape my studies according to my interests and career goals. This level of customization made my learning experience more engaging and impactful.

Additionally, the small class sizes created an interactive learning environment, fostering close relationships with professors and classmates. This personalized approach enhanced collaboration and knowledge exchange, while also providing direct access to both academic and professional networks, which have been fundamental for future career opportunities.

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

During my Master’s in Digital Fashion Communication at USI, I developed several key competences that have been highly valuable in my professional career.

• First, the ability to manage my time efficiently was crucial, as balancing 10 courses per semester required strong organizational skills. This discipline has translated well into my professional life, where handling multiple projects and deadlines is essential.
• Group work was another fundamental aspect of my studies. Collaborating with classmates from diverse backgrounds helped me refine my teamwork and communication skills, which are now indispensable in any professional setting.
• Being immersed in three cultures—French, Swiss, and Italian—not only enhanced my adaptability but also shaped my problem-solving approach. I learned to analyze challenges from different perspectives, making me more effective in cross-cultural environments and strategic decisionmaking.
• Finally, the international context and mobility offered by USI allowed me to develop a global mindset, which is crucial in today’s interconnected professional landscape. Engaging with an international network has opened up opportunities for collaborations beyond my home country, broadening my career prospects.

Overall, the combination of these skills has given me a strong foundation to navigate the complexities of the digital fashion and communication industry with confidence.

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

As a USI Digital Fashion Communication graduate, my advice is:

• Highlight your skills – Showcase expertise in digital marketing, storytelling, and fashion tech,
• Build your online presence to display your work and Gain experience to boost your CV,
• Network – Connect with industry professionals and attend fashion tech events,
• Stay Trend-Savvy – Follow fashion tech innovations,
• Be flexible and Open to different roles – Don’t limit yourself—your first job is just a stepping stone. Stay proactive, and opportunities will come!