From pictures to digital advertising: Allison Sobel

A background in pictures helps Allison join audiences with concepts by way of occasions and digital content material. 

Allison Sobel, a Digital Marketing Officer within the Strategic Events group, promotes the Centre for Ideas’ year-round program of talks, panels and occasions. She takes care of the group’s digital channels – EDMs, social and net – and her position focuses on extending the attain of the occasions to the general public. 

Allison grew up in Camarillo, about an hour from Los Angeles. She studied pictures at California State University (Channel Islands) within the US, the place her purpose was to change into a photojournalist. As social media emerged, she noticed a possibility to mix creativity with communication.

“When I graduated, content creation and social media were becoming real career paths,” she mentioned. “I came to Sydney on a working holiday visa to spend time with family and travel around Australia, and that quickly turned into almost 10 years. It was meant to be six months, but a few months in I got a job at a digital marketing agency and ended up staying.”

Allison joined the UNSW Social Media team in March 2020, just before the COVID-19 pandemic shifted work online. She supported campaigns and created content for faculties, including Law & Justice, Arts, Design & Architecture, Science and Engineering, across the University’s social channels.

“Building relationships was difficult in a job that depends on robust connections”, she mentioned. “Over time I built networks and in my current role I work across faculties, centres and institutes, and teams. It has strengthened my communication skills and broadened my understanding of the University.”

Allison encourages others to stay open to experiences and build connections, especially when starting somewhere new. She said she believes finding community is key to personal and professional growth.

Connecting ideas and using AI

Allison promotes events featuring authors, researchers and creative practitioners, helping connect audiences with ideas across multiple platforms. These platforms include the Centre for Ideas and UNSW Events websites, social media, email, internal communications and print collateral such as signage and posters. Her work supports campaigns that bring diverse perspectives to public audiences. Campaigns in this team involve promoting events, digital series and staff initiatives through coordinated marketing activities. Examples include public talks such as Women on Top and Human vs Machine, digital series like Genius and What’s the Tea?, and staff events such as Reel Treats and Community Day. The campaigns often involve collaboration with UNSW teams and external speakers.

“The range of people we work with is incredible, from authors to scientists to creatives,” she said.

Allison said her background in photography helps her work closely with designers and content producers and to contribute to campaign development and creative execution.

She uses AI to generate ideas, but believes human judgement remains essential and sees it as a tool that supports creative work rather than replacing it. 

“Technology continues to create new opportunities. Digital marketing roles emerged with the internet, and I expect AI will do the same,” she said.

Life beyond work

Outside of work, Allison enjoys sport and follows tennis and basketball closely. She also spends time outdoors, making the most of Sydney’s beaches and parks. 

“Between our son and our dog, I’m basically always at the park,” she mentioned.

What’s one thing about you which may shock your colleagues?

Probably by how intently I observe sport, particularly basketball. I watch it fairly intensely, particularly throughout the playoffs.

What’s the most effective piece of recommendation you might have obtained?

Chance favours the ready. It’s about being prepared in order that when a possibility comes alongside, you’ll be able to take it.

What makes you cheerful?

At the second, watching my two-year-old son discover the world. Seeing him study and determine issues out is basically particular.

What day in your life would you prefer to relive?

I’d most likely say the delivery of my son. It was such a life-changing and memorable second.

What’s the most effective factor you’ve learn within the final 12 months?

I devour a variety of parenting content material, particularly blogs and articles, and I actually worth the encouraging messages my mum sends me, which all the time stick with me. I additionally just lately learn What Happened to Nina? by Dervla McTiernan and obtained to satisfy her on the Sydney Writers’ Festival!