Alumni
Merchandising & Marketing Grad is Marketing & PR Manager for Ralph Lauren in London
Born and raised in Rome, Italy, Federica Capuano moved to Los Angeles at age 25 to pursue a degree in Merchandising & Marketing at FIDM. Prior to joining Ralph Lauren, she worked as a Marketing Manger for Ted Baker and in PR and VIP Relations at Gucci.
After receiving a Bachelor's degree from Sapienza University in Rome, Federica wanted to focus on fashion and move to the U.S. "FIDM offered a one-year Professional Designation degree that was what I was looking for," she explained. "My favorite memories from school were with my two friends, Lexy and Ivana, who I'm now still very close to all these years later despite living in different parts of the world. I also loved Mrs. Bleckmann's Trend Forecasting class, which was so interactive and interesting."
After graduating from FIDM, Federica took a position with Gucci in a junior public relations role, where she assisted with celebrity dressing, before taking a Marketing Assistant role at Ted Baker's Los Angeles office. "I was very lucky, and a few months after starting, they offered to sponsor my work visa to stay in the U.S., and from there, I grew within the company."
Three years later, Ted Baker asked Federica to relocate to New York City and promoted her to North America Marketing Manager, which she described as "a fantastic experience, looking after retail, wholesale, and influencer marketing." In one year, her team opened 12 stores across the U.S. and Canada.
After three years in that role, the company offered her a Global Wholesale Marketing Manager position at their global headquarters, and relocated Federica to London. After a year and a half in that position, she was approached by Ralph Lauren, and couldn't resist the opportunity. "It was time for a new challenge, and I'm now Marketing & PR Manager at Ralph, based in their EU office in London," she said.
She currently manages a team and is responsible for all marketing and public relations initiatives across a variety of international markets, from opening new stores and launching seasonal campaigns across all customer touch points to influencer and press relationships. "It's a very diverse role, which I like," she said. "I don't thrive in roles that are too specialized and repetitive."
Federica enjoys living in London and appreciates the multicultural makeup of the city. "It offers as much as New York, but with a healthier work and life balance," she explained. "I loved my eight years in the U.S. and miss the country every day, but I'm happy to be back in Europe."
When asked what she would share with current FIDM Students or recent grads about breaking into the industry, she said: "Always ask questions, be curious, and network at every occasion. You never know which conversation or meeting can change your career."
Categories: Merchandising & Marketing Alumni International
