Alumni Spotlight: Sophia Buturoaga, Class of ’22
What are you up to right now?
Currently, I am an Account Executive at CIPO Software, where I partner with public agencies to support their continuous improvement in managing capital projects. The role has pushed me to grow in ways I did not anticipate, from navigating business development to refining my skills in sales strategy and problem-solving. It looks very different from where I first began — which I will share more about later — but that contrast has been central to how I’ve grown since my time at USC.
Alongside this, I am building Frisson Universal, a vision that evolves as I do. At its core, Frisson is about emotionally driven storytelling — helping businesses and talent connect with audiences at a deeper, more human level. Right now, that takes shape through marketing, talent management, and social media strategy. Looking ahead, my hope is for Frisson to grow into a venture that empowers the next generation, uplifts women, and collaborates with purpose-driven organizations and talent to create meaningful impact.
I also serve on the executive board for the American Advertising Federation of Los Angeles, a chapter of the national AAF that unites the city’s advertising community by championing diversity, supporting young professionals, and celebrating creative excellence. It has been a meaningful way for me to stay connected to the larger industry, contribute to its growth, and collaborate with leaders who are shaping the future of advertising in Los Angeles.
Were there any key turning points or decisions in your journey after graduating USC to what you’re doing now?
For me, the most important turning point was not a single job or opportunity but a personal realization that has shaped every decision since. For much of my life, and like most, I clung to structure — first in school and then even more so during the uncertainty of COVID —trying to make sense of the many ideas, talents, and passions I wanted to pursue. Letting go of the belief that I needed a perfectly mapped-out plan was empowering. It allowed me to approach new opportunities with curiosity rather than fear and to see detours not as distractions but as part of the path forward.
After graduating, I began as a Project Manager at vnclm_, a music label focused on early artist development that was, at the time, partnered with Atlantic Records. That role introduced me to marketing at its earliest stage and helped me realize how much I value having creativity in my work. At the same time, I felt drawn to business development and wanted to understand not only creative spaces but also the systems and strategies that allow them to grow. Transitioning into sales may have seemed like an unexpected leap, but it became a defining choice. It challenges and nurtures my persistence, discipline, and the ability to problem-solve at scale —skills I now carry into Frisson Universal as it continues to evolve.
What sparked your decision to major in English Literature?
At first, my decision to major in English was practical. I thought I might pursue law, and English had always been the subject where I felt most confident. It was the natural choice, a way to follow both my instincts and a career path I was considering at the time.
Choosing to remain in Literature went deeper than practicality. I have always loved to read, to write, and even to compose music, and English gave me the space to explore those instincts in ways that were both challenging and rewarding. I chose Literature over Creative Writing because I wanted to sharpen my critical thinking — to learn how to ask better questions, dig beneath the surface, and approach ideas from new perspectives. The practice of engaging deeply with text taught me more than how to read or write well. It taught me how to think, hold complexity, and communicate ideas clearly in moments when clarity feels hardest to reach. Those lessons continue to shape me today, no matter what industry I find myself in. They are a reminder that while tools and technologies change, the ability to think critically and communicate meaningfully will always be at the center of how we connect with one another.
Thinking back to your student days, what’s one piece of advice that would have made the biggest difference in your college experience or career planning?
One piece of advice I would give myself is to worry less about following a perfect path and instead put more energy into exploring what genuinely sparks curiosity. In college, it is easy to feel like every choice must fit neatly into a long-term plan, but that pressure can keep you from discovering opportunities that might shape you in unexpected ways.
In practice, this means giving yourself permission to take classes, join organizations, or work on projects that nurture different sides of who you are — even if they do not align with your “career track.” These choices may not seem strategic in the moment, but they build skills, relationships, and perspectives that often prove to be the most valuable.
Looking back, I realize that leaning into what intrigued me, even if it did not fit my studies or plan, would have given me more confidence to trust myself and follow a path that felt authentic rather than predetermined.
How did your English Literature major prepare you for the challenges and opportunities in your current field?
Studying English Literature taught me how to think critically and communicate clearly, which are skills that extend far beyond the classroom. On the surface, it might seem simple to express ideas well, but when you are in a moment where clarity is essential, whether in negotiation, a presentation, or even in creative work, you realize how rare and valuable that ability really is.
The discipline trained me to look deeper, to ask questions, and to approach problems from multiple angles. In my current work, whether it is with sales, marketing, or client relationships, I often find myself drawing on that analytical training. It allows me to step back, see the bigger picture, and articulate solutions in a way that resonates with people. As a double major, I even found myself applying this just as much in my business courses at Marshall as in my literature seminars. That analytical foundation gave me an edge in seeing both numbers and, arguably most importantly, telling the narratives behind them.
In a world that continues to move toward greater efficiency and automation, the ability to think originally, to tell stories, and to honor the complexity of human experience is something that sets you apart. English gave me the foundation to do that, and it continues to remind me of the value of preserving creativity and critical thinking as both a professional skill and a human one.
Based on your experiences, what advice would you give to students feeling uncertain about their post-graduation path?
My advice would be to embrace uncertainty rather than fear it. The pressure to know exactly what you want to do after graduation can feel overwhelming, but the truth is that most people are figuring it out as they go. Some of the best opportunities come from saying yes to experiences that were not part of your original plan.
We are far too complex to fit into a single mold, and what your career looks like will not, and should not, look identical to anyone else’s. Your professional journey is not about forcing yourself into a box, but about discovering who you are through the work you do. That process will include opportunities that stretch you, projects that inspire you, and mentors who help you see yourself more clearly.
One of my favorite books that I was required to read at USC is Range: Why Generalists Triumph in a Specialized World by David Epstein. It explores how those who allow themselves to explore different disciplines and experiences often bring the most insight and innovation to any field they pursue. This principle stuck with me and continues to remind me that exploration, not rigid specialization, often leads to the most meaningful discoveries.
With that said, give yourself permission to discover. Uncertainty will then feel less intimidating and more like an open invitation to build a life and career that is meaningful and authentic to you. And remember — it takes time! For me, that shift has made navigating an uncertain future all the more exciting.