{"id":54243,"date":"2021-01-15T07:00:00","date_gmt":"2021-01-15T07:00:00","guid":{"rendered":"https:\/\/www.ae.com\/aerie-real-life\/?p=54243"},"modified":"2022-02-28T21:56:40","modified_gmt":"2022-02-28T21:56:40","slug":"shop-talk-how-syma-raza-became-fashion-pr-manager","status":"publish","type":"post","link":"https:\/\/www.ae.com\/aerie-real-life\/2021\/01\/15\/shop-talk-how-syma-raza-became-fashion-pr-manager\/","title":{"rendered":"#AerieREAL Shop Talk: How Syma Raza Became a Fashion PR Manager"},"content":{"rendered":"\n

Come on in and pull up a seat, Aerie<\/a> fam, because we\u2019re kicking off our brand-new career advice series: #AerieREAL Shop Talk! We know that you are dreamers, that you are curious and that you are full of whip-smart ideas. And we\u2019re talking to real people just like you who have turned their own dreams into reality! <\/p>\n\n\n\n

Throughout Shop Talk, we\u2019ll interview established professionals that work in fields from fashion to finance, gathering insight about the tools and tips that helped them achieve their goals. First up, we\u2019ll bring you stories from some of Aerie\u2019s own rock stars and today we\u2019re kicking it all off with our PR manager Syma Raza. Read on below to learn how she got to where she is today! <\/p>\n\n\n\n

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Syma attends the first AerieREAL Summit in New York.<\/figcaption><\/figure>\n\n\n\n
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When did you first know you wanted to pursue this career and what attracted you to it? Did your career aspirations change at all over the years? <\/strong><\/p>\n\n\n\n

I\u2019ve had an interest in fashion from a very young age and a love for writing.  I was always inspired by fashion magazines so I decided to create my own in elementary school called \u201cSyma Speaks.\u201d It was print publication and had a few subscribers! That eventually led to me creating my blog and Instagram today, where I share my personal style and current fashion and beauty obsessions.<\/p>\n\n\n\n

Over the years I continued to collect similar experiences that aligned with my interests. One of my first internships was helping with a fashion show in Chicago. This was my first introduction into the process of creating an event and all the elements that go into it, which was so exciting! When the day of the show arrived, it was such a rush \u2013 the fast-pace, the models, the racks and racks of fabulous clothing\u2026I knew I had to do something in this space.<\/p>\n\n\n\n

Working in PR today combines a lot of the interests I\u2019ve always had. I work with media publications, utilize my writing skills daily, and brainstorm creative ideas to garner brand awareness \u2013 from events to collaborations and so much more!<\/p>\n\n\n\n

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“I was an ambitious intern and asked to shadow a few different areas in marketing that caught my interest.”<\/p><\/blockquote><\/figure>\n\n\n\n

How did you get started in your field and really break in? <\/strong><\/p>\n\n\n\n

One of my first major internships was working for American Eagle in the merchandising department. The Aerie brand was still in its early stages. I was an ambitious intern and asked to shadow a few different areas in marketing that caught my interest. That really helped me understand different aspects of marketing which was really helpful \u2013 I highly recommend doing this to any future interns to get the most out of your internship.<\/p>\n\n\n\n

During my internship, I was so inspired after we received a presentation from the Aerie marketing team. It was still so new back then and it was so exciting to learn about the brand DNA, their target market and the overall style of the brand. After the presentation, I pitched an idea to help increase brand awareness for their target demographic, the college student, and start an Aerie blog. <\/p>\n\n\n\n

The blog was focused on my college life and how I would incorporate Aerie clothing into my everyday wardrobe. That led to me being the first \u201cAerie Campus Blogger\u201d and I began writing posts on their Facebook page with the help of their Copy Director. Fun fact \u2014 there was no blog back then like there is now with our beautiful #AerieREAL Life site!<\/p>\n\n\n\n

I stayed in touch with that Copy Director while I was at school and looking for jobs. He ultimately introduced me to my current (amazing) boss via email for which I am forever grateful. I kept in touch with her and when I was able to make a trip to NYC, we had an informational interview. Long story short, that meeting led to an assistant position on the public relations team. Almost nine years later…I\u2019m still here and growing every day!<\/p>\n\n\n\n

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The first #AerieREAL Talk in SoHo. <\/figcaption><\/figure>\n\n\n\n
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What do you feel like was the turning point for your career?<\/strong><\/p>\n\n\n\n

I always dreamt of working in the fashion industry which is why I moved to New York City right after graduating college. My first opportunity was at a PR and events agency where I had the opportunity to get involved in New York Fashion Week. I eventually worked 12 shows featuring various designers that I had always admired and the experience taught me so much. Growing up in a smaller town in Indiana, those moments were surreal to me!<\/p>\n\n\n\n

Looking back now, I am so proud to have taken the chance on New York City. That internship experience was basically PR 101 \u2014 I learned about time management, how to work well under pressure, the ins and outs of working with samples, logistics, reporting and friendship, which all were invaluable skills that helped me get my current role as a PR Manager.<\/p>\n\n\n\n

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How did you learn the skills it takes to be successful in your job? <\/strong><\/p>\n\n\n\n

I\u2019ve been very fortunate to have great co-workers who I have learned so much from. Their mentorship and leadership has been so helpful. I\u2019ve always enjoyed writing and that translates well with daily communication, creating pitches, and talking points for events or press releases. <\/p>\n\n\n\n

Working well under pressure is also something I\u2019ve learned over the years. When you get things thrown at you, you just figure it out! Having a mentality that asking questions is OK has been helpful for me too, especially when you are surrounded by teammates that are supportive. I\u2019ve always been a social person and making the most out of my work relationships has been the most fun. I\u2019m lucky because the people on my team aren\u2019t just my co-workers, they\u2019re my family.<\/p>\n\n\n\n

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Syma & team at a press preview.<\/figcaption><\/figure>\n\n\n\n
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How would you describe the day to day of your job? <\/strong><\/p>\n\n\n\n

Every day is different which keeps it interesting! We do a lot of internal and external communication which may mean corresponding with our agency or working with our marketing partners \u2013 this means a lot of emailing! Of course with the current times, Zoom has become very popular for meetings where we can plan new strategies on how to drive brand awareness and product love for upcoming seasons. Brainstorming about new collaborations is particularly fun as it can include working with a media outlet, a celebrity, an influencer or even a movie \u2013 the endless opportunities are what make a career in PR so exciting!<\/p>\n\n\n\n

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At The Glamour Women of the Year Awards Summit in LA, 2016. | AerieREAL Changing the Course dinner in NYC.<\/figcaption><\/figure>\n\n\n\n
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“I dreamed big and ended up carving a path for myself with hard work.”<\/p><\/blockquote><\/figure>\n\n\n\n

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What have been the biggest challenges for you as you\u2019ve navigated your career? <\/strong><\/p>\n\n\n\n

I did not grow up in a big city or go to a specific fashion school, which may have given me a head start in the industry to make connections. I did not have any connections in fashion but I did know early on that I wanted to be a part of this business, so I did anything I could to start building my resume. I dreamed big and ended up carving a path for myself with hard work. I really believe anything is possible when you put your mind to it and have passion!<\/p>\n\n\n\n

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How do you stay knowledgeable and on top of the latest news & trends in your field? <\/strong><\/p>\n\n\n\n

It\u2019s part of our job to stay up to date in the industry! Whether that\u2019s reading the latest WWD<\/em> to see what\u2019s going on in the retail landscape or keeping up with my social media feed \u2014 it\u2019s important for us to stay on the pulse of pop culture and news. This keeps us in the know, on top of trends and allows us to have fun doing it because we\u2019re living it.<\/p>\n\n\n\n

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Who are you inspired by in your field? <\/strong><\/p>\n\n\n\n

I\u2019m very fortunate because the people I work with inspire me daily and are so supportive! My boss has had an incredible career \u2013 hearing her stories about PR in the 90s are golden. She is super creative, has amazing energy and always greets everyone with a smile. She has worked very hard in her career and I have learned so much from her over the years. When we first met for an informational interview as I navigated the job search and NYC, I knew I wanted to stay in touch. I emailed her right after our meeting to say thank you for our conversation and asked if she would be my mentor, which she has been to this day.<\/p>\n\n\n\n

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Syma and her “super creative” boss, Rachel.<\/figcaption><\/figure>\n\n\n\n
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What advice do you have for others who want to pursue this career?  <\/strong><\/p>\n\n\n\n

Work hard! Don\u2019t be afraid to pursue a career at your dream brand, anything is possible. Also remember, a job in fashion is not always glamourous. My sister always told me \u2013 there\u2019s grunt work in every job. You have to be a team player, roll up your sleeves and get the job done no matter what it is. You\u2019re going to have amazing days and not so great days at times but if you love what you\u2019re doing, work won\u2019t always feel like \u201cwork\u201d which is the fun part!<\/p>\n\n\n\n

Technology is incredible – use the power of LinkedIn and reach out to the people you admire for just a simple informational interview. Most people love sharing about how they got to where they are – it\u2019s nice to reminisce and share your story because it allows you to look back and realize \u201cI can\u2019t believe how far I\u2019ve come\u201d.<\/p>\n\n\n\n

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At a magazine store in NYC to get the latest issues.<\/figcaption><\/figure>\n\n\n\n
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What\u2019s your favorite trend right now (fashion or social)?<\/strong><\/p>\n\n\n\n

Matching lounge sets. I can\u2019t get enough. If you\u2019ve read some of my previous ARL posts<\/a> on my love of workout clothes and sweat sets you will understand. So happy to work for such an amazing brand where loungewear is life!  #aerieREAL<\/p>\n\n\n\n

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What an incredible journey shared by our PR manager Syma. We would have personally loved to read a copy of \u201cSyma Speaks\u201d back in the day! What was your favorite part of her story and what jobs do you want to learn about next in our #AerieREAL Shop Talk series, Aerie fam? Let us know in the comments. <\/p>\n\n\n\n

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Interested in jobs at AEO?<\/strong> <\/p>\n\n\n\n

Check out\/apply for one of our recent internship or training program positions:<\/p>\n\n\n\n

Corporate Internship Program<\/strong><\/p>\n\n\n\n

\u00b7         Merchandising Internship<\/a> \u2013 Pittsburgh, PA<\/p>\n\n\n\n

\u00b7         Merchandising Internship<\/a> \u2013 New York, NY<\/p>\n\n\n\n

\u00b7         Inventory Planning Internship<\/a> \u2013 Pittsburgh, PA<\/p>\n\n\n\n

Full-Time Training Program<\/strong><\/p>\n\n\n\n

\u00b7         Merchandising Full-Time Training Program<\/a> \u2013 Pittsburgh, PA<\/p>\n\n\n\n

\u00b7         Merchandising Full-Time Training Program<\/a> \u2013 New York, NY<\/p>\n\n\n\n

\u00b7         Inventory Planning Full-Time Training Program<\/a> \u2013 Pittsburgh, PA<\/p>\n","protected":false},"excerpt":{"rendered":"

Come on in and pull up a seat, Aerie fam, because we\u2019re kicking off our brand-new career advice series: #AerieREAL Shop Talk! We know that you are dreamers, that you are curious and that you are full of whip-smart ideas. And we\u2019re talking to real people just like you who have turned their own dreams into reality!  Throughout Shop Talk, we\u2019ll interview established professionals that work in fields from […]<\/p>\n","protected":false},"author":58,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"callout_image":54345,"mobile_callout_image":null,"_subheading":"","_tribe_rsvp_for_event":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[4],"tags":[11089,3275],"tribe_events_cat":[],"class_list":["post-54243","post","type-post","status-publish","format-standard","hentry","category-real-talk","tag-aeriereal-shop-talk","tag-vision-goals"],"yoast_head":"\n#AerieREAL Shop Talk: How Syma Raza Became a Fashion PR Manager - #AerieREAL Life<\/title>\n<meta name=\"description\" content=\"Introducing Shop Talk! 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