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At the beginning of August, Cate Maiolini became Women in Football’s second signing of the summer. Rather than asking her to stand on a chair and sing her favourite song as an initiation ceremony, we sat down to learn more about her journey to WIF.

Cate was brought up in a small village of 2,500 inhabitants on the outskirts of Brescia in the north of Italy. It was a village where everybody knew each other, in a country she describes in one word: chaotic. A talented volleyball player, her academic interests lay in learning languages and aspiring to be a Creative. However, these pursuits were not seen as future career material by her family, so she opted to study economics.

Although Cate followed the fortunes of Brescia’s football club - who boast the calibre of Roberto Baggio, Pep Guardiola and Andrea Pirlo among their playing alumni – in her youth, it was not football, but music and film that inspired Cate’s decision to leave her homeland. As well as the sense that her small town was constricting her personal growth.

The pull of Australia was strong in the early 2000s due to an economic boom and an attractive advertising campaign targeting expats. The US was also a consideration. But ultimately, it was a move westward across Europe that would be Cate’s next destination. In part due to London’s relative proximity to her mother, as well as the belief that London is the home of freedom of expression.

“One of the main reasons why I wanted to learn English is because I was a big fan of the band, The Doors and I wanted to better understand Jim Morrison’s lyrics” Cate explained. “I also watched the movie Trainspotting and there is a pivotal moment where Mark decides to change his life completely and move to London. No one questioned him. No one asked who he was before he came to the city.”

 

 

After working in a branch of Costa Coffee, au-pairing, and in an office, Cate decided her next career move would be to do a hairdressing course.

“I wanted to do something fun. I thought, who has fun? My hairdresser. There was a hairdresser in Watford, where I used to live, and they advertised a position for a Shampooist, working only on a Monday. I applied and the person who interviewed me said I would be too expensive as I was older than twenty-one. They published the job again. I ended up applying six times! On the sixth time, they called me and said, ‘when can you start? No interview, just come.’

“I'm very proud of that. After two months, I got a phone call asking me if I wanted to do an extra day. Then they wanted me to go full time.”

With experience under her belt, a speculative social media direct message resulted in Cate working next with celebrity hairstylist Sam McKinight, renowned for shaping iconic fashion and celebrity hair looks, including Princess Diana and collaborations with supermodels Kate Moss, Naomi Campbell and Linda Evangelista.

Her next port of call would be another famous hairstylist who counted Madonna among his clients. Luigi Murenu, like Cate, hailed from Italy. “I really wanted to work with him, and an agency wouldn't respond to me. So, one day, I just walked into one of his shows with my suitcase and my equipment. I approached him and I just said ‘I really like what you do. I'm wondering if you would consider giving me an opportunity.’

“He asked me two questions. He asked me why him, and which one of his works I loved the most. I think he wanted to test if I only wanted to be there because of his famous clientele, or if I really wanted to work with him. He made me wash hair the whole day. Then after I’d gone home, his PA called and told me that I was going to be part of his team.”

 

 

Two years after that first ‘ballsy’ introduction as Cate calls it, Murenu decided that he was going to change careers, and become a photographer. Cate was asked if she would join him and move to New York, and her response is one that taught her an important life lesson.

“At the time I was very much into hair, and I didn't understand the opportunity that was in front of me. I said no. Around 2017, 2018, about three years after that conversation, I realised that turning that opportunity down was one of my biggest regrets. I started to see that nothing is permanent and understood that what had stopped me was the fear of the unknown. From that moment onwards, I told myself that I would throw myself into things even more.”

A few years earlier, Cate’s Italian roots and gregarious personality had almost combined for another life-changing experience. Volunteering for an organisation (Villa Scalabrini) in London that looked after elderly Italian immigrants, Cate started speaking to someone at a fundraising event, who happened to be the manager of chef Gino d’Acampo. Looking for a new bilingual PA, she was told how Gino had big plans, with projects lined up on TV and a big journey ahead. Again, unsure whether she wanted to change career path from being a hairstylist, Cate declined the offer.

“These experiences taught me never to say no immediately, but to be open to trying and exploring all options first. I often reflect on these times and realise now with hindsight that although I usually came across as outgoing and self-confident, behind the veneer, I was not so brave. I could have done so many things; had I not been frozen by fear. I was still relatively new to London. That’s why I strongly believe that having the right people around you can be so important, and why a network like Women in Football is so supportive.’’

 

 

From hair and fashion via technology, a ticket for the final of Women’s EURO 2022 would be the catalyst for what would follow next. As the Lionesses lifted the trophy at Wembley, Cate decided on the spot that the football industry would be her next career destination.

Considering how to get a foot in the door and build relationships, Cate applied to the UEFA Academy for their Certificate in Football Management. With no discernible football background, she was swiftly rejected. Rather than accepting this and moving on, Cate dug in. She made contact again and convinced them to accept her. Not only did she complete the course, but she also passed with a distinction. Cate has continued her involvement with the UEFA Academy, now holding the position of General Secretary of the Alumni Association.

Studying for a Women’s Football Directorship with the Focus Business School and participating in the Premier League Future Academy Leaders Course followed, as Cate built up experience working for CMG agency which ran a women’s football expo in Sweden and for Super 5s, before joining Kick It Out. She has also worked as a Match Day Operations Assistant for London City Lionesses, as an Academy Matchday Coordinator for Tottenham Hotspur, and as part of the local workforce for UEFA on their club competitions, part of the team last season at Arsenal and Crystal Palace. 

 

 

Joining WIF, Cate has taken on the role as Membership Manager. After being the beneficiary of a bursary place herself for a few events in the past, she is fueled by a desire to provide more women with similar opportunities.

“I've been a fan of Women in Football for a long time, and when I attended my first football event, I was just starting out, and curious” she recalled. “I sat at Manchester City with the CEO of City Football Group (Ferran Soriano) speaking to us and the COO, Omar (Berrada), who is now at Manchester United. At the time, I didn't understand the magnitude of the access I had, which was amazing.

“I want that to be the reality for so many other women too. To give them the opportunity or confidence to attend our Leadership Programme, or to attend events. I am eager to learn what our members want? Who do they want to meet? How can we help open doors and provide new opportunities?

When asking Cate why those working in football who are not currently WIF members should join, her response was immediate. “If I had to create a campaign, I would probably use the hashtag #NotAlone. Sometimes when you work in Football as a woman, you do feel quite alone. You wonder if other women are going through similar experiences. Who can you bounce ideas around with? Is anyone else out there feeling the same sense of isolation?

“I’d also like to encourage more men to become members. There are male allies in the industry, but we need more. Attending our events and hearing directly about the day-to-day experiences of women can help men better understand the realities faced by colleagues and team members, enabling them to provide stronger support and advocacy in their organisations.

“I would also accentuate WIF’s focus on, and facilitation of learning pathways. I genuinely don't think there is any other organisation that prioritises so heavily, the development of women and their leadership skills within the football industry."

Before wrapping up our conversation, we asked Cate one final question. Is there is a piece of advice, or a motivational mantra that she would give to her younger self, or to a young woman considering a career in football?

“I would say honestly: don't be afraid to be loud and to ask questions. Take up your space.”

Welcome to the WIF team Cate. If you would like to connect, you can do so by email at Cate@womeninfootball.co.uk or via LinkedIn.

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