NRF Alums Return to Columbia to Connect With the Next Generation

Columbia students and alums connect at a Sept. 25 gathering highlighting career paths and lessons from the NRF Foundation challenge.

Past NRF challenge participants share career lessons and encourage current students to embrace opportunities, explore different paths, and build on their classroom experience.

After submitting their pitches for this year’s NRF Foundation University Challenge, ��Ƶ students had another opportunity to see where the experience could take them: connecting with alums who once tackled the same competition.

A Sept. 25 gathering brought past participants back to Columbia, in person and virtually, to share how the challenge helped shape their careers. For current students, it was a chance to meet professionals who had worked through the same demanding class and begin building relationships beyond their own teams.

Now in its 11th year at Columbia, the linked course brings together the School of Fashion and the School of Business and Entrepreneurship. Professor Dana Connell and Associate Professor Peg Murphy guide students as they develop solutions to real business opportunities presented by a retail partner.

This year, students created pitches for Wayfair, producing a 25-page pitch deck and a 90-second video on a tight deadline. The course brings together students studying fashion, merchandising, marketing, advertising, entrepreneurship, and film and television, challenging them to combine their skills and deliver a cohesive proposal.

“It’s like a job when you have a project to deliver and work with a team who you may have just met,” says Connell.

Zuhura Soldat, a junior studying Fashion Merchandising, was the only fashion major on a team of marketing students. Her teammates brought knowledge from their marketing courses, while she drew on skills learned in a math for fashion class to help with the financial portion.

“We were able to build off each other's skills and knowledge to make a well-rounded team and presentation in the end,” says Soldat.

From Competition to Careers

The alumni gathering connected that classroom experience with the professional paths that can follow. Nearly all the alums organizers contacted agreed to participate, representing careers across advertising, design, merchandising, retail, media, and other fields, with roles at organizations including Dentsu Creative, Razorfish, Randa Accessories, Barnes & Noble, Champro, and Modern Luxury.

“This speaks to the bond they had over these classes, and now they get to give back to current students,” says Connell. “At the same time, current students can learn about their career paths and expand their network.”

“Students benefit greatly by seeing how others have succeeded who walked their path,” says Murphy.

For Ivonne Malagon ’23, a Marketing alum and social media manager at Dentsu Creative, the challenge built confidence in presenting ideas and receiving constructive criticism. It also helped her recognize how her strengths in strategy and research could translate into a career.

Returning to Columbia, she wanted students to understand that their first career choice would not have to be their last.

“They shouldn’t get too caught up in the idea that they have to get it right the first time, because there will always be an opportunity to change direction and discover something new,” says Malagon.

Angel Luna ’25, an English alum who also studied fashion, shared a similar perspective. Now an associate merchandiser at Randa Apparel & Accessories, Luna’s path included retail work and a product development internship.

“The biggest piece of advice I wanted to share was to not underestimate the value of saying yes to opportunities, even when you don’t feel completely ready,” says Luna. “I think each experience helped me discover what I enjoyed and what I wanted to pursue next.”

Soldat left the gathering thinking about what a first job could teach her, even if it wasn’t her dream role.

“This advice will help me keep an open mind when applying to jobs,” says Soldat, “and go into my new job with a positive mindset, ready to learn new things.”

A Record of National Recognition

Columbia students have built a record of top finishes and scholarship honors through NRF Foundation competitions, with several of the alums invited to the gathering contributing to that success.

In 2018, Columbia teams took both first and second place in the Student Challenge. The first-place team included advertising student Kendall McDermott, one of the alums invited to this year’s gathering.

In 2022, Columbia students made up two of the three finalist teams in the Student Challenge. The following year, Team Boise—Ivonne Malagon, Alexis Norris, Juan Osorio, and Aleesa Wright—placed second and earned $20,000 in scholarships. Malagon, Norris, and Wright were among the alums who agreed to connect with this year’s students.

In 2025, Hazel Avery, Graeme Coté, Michelle Flores, and Natilee Strey won first place in the University Challenge, securing a $30,000 grand prize for their campaign for Carter’s. A second Columbia team advanced to the national semifinals.

In January 2026, Columbia students earned a combined $35,000 in scholarships through two NRF Foundation competitions. Advertising student Ashley Corona and Fashion Design BFA students Yasmine Karkouch and Mihir Patel received $20,000 in team scholarship support for their Macy’s gifting strategy. Fashion Studies student Shamya Banks earned a $15,000 scholarship as a Next Generation finalist.

For the students who submitted this year’s Wayfair pitches, the alumni gathering put that record in a personal context. The people returning to share their experiences had once been in their position: learning to collaborate, developing an idea, and working toward a deadline.

Their return offered a look at what can come next and an opportunity to build connections with Columbia alums who understand the work it takes to get there.

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