Gabriele Oprandi, Omnichannel Marketing, Global Licensing, JV & Partnerships, Footlocker

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 Gabriele Oprandi, Omnichannel Marketing, Global Licensing, JV & Partnerships at Footlocker in Amsterdam (NL). USI Degree: Master in Marketing and Transformative Economy, 2022.

How did you start your career?

I started my career in marketing during my Master’s in Marketing at Università della Svizzera Italiana, where I built a solid foundation in both the strategic and analytical sides of the discipline. My first professional experience was at The North Face EMEA HQ as a Digital Accounts Marketing Trainee, where I supported campaigns with key online partners like Zalando, ASOS, and Amazon, gaining hands-on experience in performance analysis and digital execution.

After that, I was promoted and moved to the Wholesale Marketing team, where I expanded my scope to campaign planning, brand activations, and coordination between global HQ and local markets. This phase gave me a broader understanding of how to bring brand strategies to life across different channels and regions. I then continued developing my omni-channel marketing expertise at INTERSPORT in Amsterdam, working on sportstyle and youth-focused campaigns, managing calendars, and collaborating closely with both internal teams, brand partners, and national organizations.

Most recently, I joined Foot Locker as an Omnichannel Marketing Manager, where I’m further strengthening my ability to connect digital and physical touchpoints to deliver cohesive and impactful consumer experiences.

Overall, my career started from a strong academic foundation and evolved through hands-on roles of increasing responsibility, always with a focus on omni-channel marketing, brand storytelling, and execution at scale.

Why did you choose a career at Footlocker?

I chose Foot Locker because it combines sport, culture, and community in a very authentic way. After my experience in global brand and wholesale marketing, I wanted to move closer to a consumer-first, retail environment where I could have a more direct impact across the full customer journey. The company’s strong focus on omnichannel and its cultural relevance made it a natural next step for me to grow and apply my experience in a more dynamic and fast-paced context.

What is your current role/duties?

I’m currently working as Omnichannel Marketing Manager at Foot Locker, where I’m responsible for planning and executing integrated marketing campaigns across both digital and retail channels with licensees and distributors.

My role involves coordinating campaign calendars, aligning with internal teams and brand partners, and ensuring consistent storytelling across all touchpoints. I also focus on connecting online and in-store experiences to drive engagement and performance, while monitoring results to continuously optimize our approach.

In your opinion, what are the qualities necessary for a successful career at Footlocker?

Being adaptable and able to react quickly to trends and business needs is key. At the same time, having a deep understanding of the consumer and the culture around sport and streetwear is essential to create relevant and authentic marketing. Finally, because the role is highly cross-functional, strong stakeholder management and the ability to align different teams and partners are crucial to deliver impactful omnichannel campaigns.

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

What I valued most during my Master’s in Marketing was the balance between strategic thinking and analytical rigor. The program gave me a strong foundation in understanding not just how to execute marketing activities, but why they work, combining behavioral economics, data analysis, and business impact.

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

On the analytical side, I built a solid foundation in data analysis and marketing metrics, which helps me evaluate campaign performance and make informed decisions. On the strategic side, I learned how to approach marketing from a broader business perspective, understanding consumer behavior, positioning, and long-term brand impact.

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

My advice would be to focus on gaining practical experience as early as possible like internships, projects, or any hands-on opportunities, which really make a difference when entering the job market. At the same time, don’t limit yourself to one specific path too early. Explore different areas of marketing to understand what truly interests you, and build a versatile skill set.

Finally, be proactive and curious, reach out to people, ask questions, and stay open to learning.