Natalie Friel

Columbia Business School

“Passionate Virgo, dedicated daughter, thoughtful sister, driven to be a change maker in retail.”

Hometown: Palo Alto, California

Fun fact about yourself: I began to D.J. during COVID and have performed for my classmates during the MBA!

Undergraduate School and Degree: University of Michigan, Ann Arbor: Bachelor’s in International Studies

Where was the last place you worked before enrolling in business school? Burlington Stores, Merchandise Buyer

Where did you intern during the summer of 2024?

• Summer 2024 Internship: Alvarez and Marsal, Consumer Retail Group: New York, NY
• Spring 2025 In-Semester Internship: Balenciaga, Retail Performance & CRM: New York, NY

Where will you be working after graduation? Alvarez and Marsal, Consumer Retail Group, Manager: New York, NY

Community Work and Leadership Roles in Business School: (Include school awards and honors)

• Co-President, Retail & Luxury Goods Club (RLG) for the 2024-2025 academic year.
  • Led Columbia Business School’s largest professional club, overseeing a membership of over 400 active students and managing a 46-member board across 10 distinct teams. A significant accomplishment was the successful facilitation of the club’s 19th Annual Conference. This event, themed “Retail Unveiled: Where Math Meets Magic,” attracted over 350 attendees, including both students and industry professionals. The conference featured three prominent keynote speakers and four engaging panel discussions, providing valuable insights and networking opportunities for all participants.
• Teaching Assistant II, The Luxury Approach (2024-2025)
• Career Management Center Fellow (2024-2025)
• Dean’s List (Fall 2024)
• Peer Advisor, Cluster H, Class of 2026 (Fall 2024)
• Hermes Society Ambassador
• AVP, Retail & Luxury Goods Club – Academics & Admission (2023-2024)
• AVP, SNKR Club (2023-2024)

Which academic or extracurricular achievement are you most proud of during business school? While the Retail and Luxury Goods Club (RLG) was a significant factor in my decision to attend CBS, assuming a leadership position was not my objective. My professional background in off-price, discount retail buying at both Burlington Stores and TJX Companies (TJMaxx, Marshalls, HomeGoods) did not, in my estimation, immediately qualify me to lead a club with “luxury” in its title. However, my co-president and I campaigned on a platform that emphasized embracing the full range of the retail industry, advocating for its recognition as a viable and respected career path, equal with opportunities as those in other industries such as finance, real estate, and technology.

This leadership experience was exceptionally impactful, allowing me to significantly elevate the club’s standing and establish it as a model organization on campus, solidifying its position as the largest professional club at Columbia Business School. Through initiatives like our annual conference, international company treks to Paris, Sweden, and Copenhagen, and a fashion show, in addition to our smaller format weekly events, we showcased the professional rigor and robust career potential within the retail sector. The sheer scale of managing and influencing such a large club, coupled with the execution of numerous hallmark events, significantly enhanced my ability to effectively switch tasks quickly and manage my time.

Furthermore, the club served as a valuable platform for both personal and professional growth. As a professional club first, RLG partners directly with companies and the Career Management Center on campus to help in recruiting efforts, connecting students with internship and full-time opportunities. Through these collaborations, my co-president and I leveraged our positions to benefit fellow students, the club, and the broader Columbia community. We also strategically enhanced our personal brands, fostering connections with both internal classmates and administrators, as well as external industry professionals, which will be invaluable beyond my time at CBS.

What achievement are you most proud of in your professional career? The most challenging part of being a retail buyer for apparel is making a purchase with the expectation and hope of it becoming a best-seller. In this endeavor I have learned that real success lies in finding the right mix of fashion, quality, price, and brand.

This is the story of the Tommy Bahama Flannel. Post-COVID, as a Buyer for T.J.Maxx/Marshalls, I urgently needed to buy quality flannel shirts to replace the just-bankrupt biggest brand in my apparel department. Moreover, I needed a known brand, and I needed it quick. So, after negotiating a favorable price with a new vendor and collaborating on product design, I decided to use a brand in my firm’s private label catalog, the venerable Tommy Bahama. So far so good.

Two weeks from start of production I learned that the vendor’s intended fabric was substandard – unacceptable. Using my personal relationship with the vendor, I effected a last-minute fabric switch to meet the quality requirements of a Tommy Bahama-branded item.

Four months later, the flannel shirts arrived in stores. They were a hit and sold out. This experience demonstrated my ability to be an effective and decisive brand supporter; however, I felt compelled to challenge myself further. While this accomplishment was a significant success, it also motivated me to pursue an MBA, seeking to transition from supporter to creator by gaining a deeper understanding of brand development and consumer behavior. Having achieved success with the Tommy Bahama Flannel, I now aspire to become a key decision-maker and brand champion, leaving my own distinct mark on the industry.

Why did you choose this business school? The location in New York City was a significant draw for me. At application time, I was comfortably settled in Los Angeles, California, and had abandoned my teenage dream of living in New York. When the opportunity to attend Columbia Business School presented itself, there was no question I would be moving across the country, making what I believe to be the most transformative decision of my life.

The decision to attend CBS has given me new perspective on expanding and seeking outside viewpoints. Although I did not know it at the time, Columbia Business School has one of the highest percentages of international students among top business schools. One of the most remarkable aspects of attending business school here is the constant exposure to various languages. Walking through the halls, I routinely hear at least three different languages being spoken. This is a testament to both CBS’s commitment to diversity and New York City’s status as a cultural melting pot. Previously, my work and personal circles lacked exposure to diverse international perspectives. I’ve since resolved to never again limit myself in such ways. Engaging with diverse, particularly international, viewpoints significantly enhances learning and understanding.

What was your favorite course as an MBA? Future of Work with Professor Jeffery Schwartz

Professor Schwartz, a principal with Deloitte Consulting LLP for 20 years, was particularly knowledgeable and well-versed in the subject of the Future of Work, most recently serving as the U.S. Leader for that practice. Throughout the course, we explored the dynamic and transformative nature of the Future of Work, emphasizing strategic thinking and innovation, which made it a highly engaging and relevant learning experience. A key takeaway for me was the importance of embracing technological advancements as future leaders. For example, before its widespread adoption, many decision-makers were skeptical in introducing Excel into their workstreams. However, the program significantly improved productivity in finance sectors and, contrary to initial fears, created more jobs. This example demonstrated that technological innovation can drive growth rather than simply displacing workers and should be applied to advances such as Generative AI.

The course fostered my intellectual curiosity and prompted me to consider technological reform on a systemic level. I developed a particular interest in the impact of Generative AI on the entry-level workforce and its long-term implications for skill development and talent pipelines. This fascination culminated in an optional final paper titled “Future-Proofing Entry-Level Talent: Rethinking Skills Development in a Changing Corporate Landscape.” This paper examined the effects of Generative AI on entry-level positions, focusing on the retail sector and using TJX Companies, my previous employer, as a case study. Employing these situations, I underscored the importance of proactive adaptation in company recruitment and training strategies to mitigate the skills gap created by AI. In conclusion, I argued that while automation will likely replace many traditional entry-level tasks, continued entry-level manual instruction for certain critical skills will be necessary for preserving core human judgment and strategic thinking.

Looking back over your MBA experience, what is the one thing you’d do differently and why? Starting business school, I was admittedly anxious about the finance-heavy curriculum. Looking back, I wish I had taken more courses that were completely outside my existing interests and perceived industry path. It wasn’t until my final semester that I finally enrolled in some more challenging finance courses, and I now realize the immense value of stepping outside my familiar territory. I believe that taking more classes that truly pushed me beyond my comfort zone, such as Real Estate Finance, Climate Policy, and Business Analytics, would have added benefit to my established lane of marketing and strategy-focused coursework.

What is the biggest myth about your school? I came into business school with a preconceived notion, perhaps a myth, that the environment would be excessively competitive in a negative way, especially considering we are based in New York City, notorious for this type of environment. However, I was pleasantly surprised to find that my classmates were incredibly supportive and genuinely invested in each other’s success. Even during the highly competitive management consulting recruiting process, both my peers and I adopted the mentality that “a win for Columbia is a win for me.” This mindset, which I embraced throughout my time at CBS, is something I intend to carry forward in other aspects of my life. While healthy competition is certainly present at CBS, given the impressive accomplishments of my classmates, I never felt diminished or inadequate due to my background or knowledge gaps. One of the most valuable lessons consistently reinforced at CBS is the importance of leveraging individual strengths and recognizing the unique perspectives each person brings to a team. This emphasis on collaboration and mutual support has been a truly transformative experience.

What did you love most about your business school’s town? As a California native, I never imagined myself living in New York. While I had spent time in Boston after my undergraduate studies and enjoyed the experience of living outside California, I had firmly resolved against returning to the East Coast. In Los Angeles, I was content with my lifestyle, the weather, and my proximity to family. Therefore, when the opportunity to attend Columbia Business School arose, I was hesitant to leave my established life in LA.

However, what I’ve come to appreciate most about being a student at CBS is the unique caliber of individuals that New York City attracts. When I embarked on my business school journey, I knew it would be demanding, but I was determined to maintain the hobbies and interests that define me as an individual, ensuring a well-rounded experience. It is this mindset that I see mirrored in my classmates. There is a palpable curiosity among CBS students that extends beyond the classroom. Many of my classmates, myself included, actively leverage the city’s resources through in-semester internships, external conferences, and both formal and informal networking events. Being a student in New York means that academic pursuits are just one facet of the experience. We are encouraged to explore the city’s vibrant arts scene, indulge in its diverse culinary offerings, and simply discover the city on foot.

What movie or television show (e.g. The Big Short, The Founder, Mad Men, House of Lies) best reflects the realities of business and what did you learn from it? The HBO series Entourage offers an interesting, although dramatized and misogynic at times, reflection of certain business realities. The show, which centers around a rising star who brings his family and childhood friends along for his rise to Hollywood stardom, highlights two key themes that resonate in the business world.

First, it underscores the critical importance of surrounding oneself with the right people. Choosing your inner circle is arguably one of the most significant decisions you will make in life. Entourage illustrates the value of loyalty, extending second chances, and supporting others in achieving their aspirations – all vital lessons applicable to both personal and professional spheres.

Second, the show explores the concept of “fake it till you make it.” Vince, the main character and Hollywood Star, and his entourage, despite lacking experience in managing a successful Hollywood career, navigates the industry by making decisions based on his, and his “entourage’s” best instincts. This highlights the reality that in business, and in life, sometimes you have to learn as you go, even when you feel unprepared.

What is one way that your business school has integrated AI into your programming? What insights did you gain from using AI? Since CBS is a progressive university, which champions early adoption, Large Language Models (LLMs) and AI are integrated into student life. Many professors encourage students to experiment with and train these models, emphasizing the importance of understanding their limitations. In most courses, we’re permitted to utilize these tools, provided we cite them appropriately. However, exams generally prohibit their use. Like many of my classmates, I use LLMs daily, primarily to synthesize lecture notes, proofread emails, and refine document submissions. While these applications are undeniably helpful, it’s remarkable how quickly tools like ChatGPT and Genesis have become indispensable in my routine. Just two years ago, prior to CBS, I was completely unaware of their existence. I feel fortunate that I was introduced to LLMs at this stage of my academic career. While they offer significant assistance, they can easily become a crutch, replacing critical thinking with simple prompting and pasting, rather than serving as an enhancement tool.

Which MBA classmate do you most admire? Oladapo ‘Dapo’ Ogunfeitimi- Dapo is truly one of the most genuinely kind and grounding individuals I’ve had the privilege of knowing. His impact extends far beyond mere pleasantries; he inspires his classmates to cultivate a deep sense of thoughtfulness and intentionality in their actions and words. What particularly resonates with me is his remarkable calm energy, a steadying presence in any situation.

Beyond his personal qualities, Dapo is exceptionally driven, possessing a clear vision and unwavering determination. His leadership is demonstrated through his actions, not his words, and his role in orchestrating the Black Business Association’s Elevate Conference is a direct reflection of his ability to lead. I’ve consistently expressed my belief that he will undoubtedly become a prominent figure, the type of leader whose name we’ll all be reading about in the pages of the New York Times or Wall Street Journal. He has the potential to lead a major corporation, shaping industries and leaving a lasting impact on the world.

What are the top two items on your professional bucket list? A consistent objective in my professional endeavors is to inspire my teams and serve as a positive role model. I firmly believe that true leadership exceeds mere task accomplishment; it involves empowering and elevating those around us as we ourselves progress and climb. Secondly, my guiding principle, which has driven me to pursue an MBA at CBS and shaped my entire student experience, is to become a transformative leader within the retail industry. I am passionate about the ability to positively impact lives globally by delivering exceptional value, because I believe that quality and value always win. The opportunity to lead a large organization—one as influential and impactful as Walmart, for example—would be a once-in-a-lifetime privilege, a dream I often express with a sense of awe, as it feels so monumental.

What made Natalie such an invaluable addition to the Class of 2025?

“Natalie Friel has been a transformative leader within the Columbia Business School Class of 2025, leaving a profound legacy through her role as Co-President of the Retail and Luxury Goods Club (RLG). With a unique blend of creative vision and strategic leadership, Natalie redefined the club’s identity—reviving its branding with vintage-inspired elements that honored Columbia and RLG’s history while establishing a polished, forward-looking aesthetic. Her thoughtful approach elevated not only the club’s visual presence but also its professionalism, setting a new standard that resonates deeply in the retail and luxury space.

Under Natalie’s leadership, RLG achieved remarkable milestones, including the club’s first-ever trek to Denmark and Sweden and a meticulously executed Paris trek—both of which are now models for future programming. She played a critical role in securing a coveted partnership with *Women’s Wear Daily*, offering members exclusive access to industry insights, and she introduced structural improvements like a new attendance policy to boost engagement and accountability. Most importantly, Natalie led with warmth and inclusion, cultivating a community where every member felt welcomed and empowered. Her dedication and impact have not only strengthened RLG but have enriched the broader CBS experience for all who’ve worked with her.”

Samantha Shapses, Ed.D.
Senior Associate Dean and Dean of Student Affairs 
Columbia Business School

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