Aaron Sobol is the Head of U.S. Media Investment at Unilever. Sobol focuses on driving growth through strategic media partnerships. Watch this video to find out more about his work and how he partners with VIZIO.
Who are you and what do you do?
My name is Aaron Sobol, and I’m the Head of Media Investment for the U.S. at Unilever. In 2024 I am focused on driving growth for Unilever through strategic media partnerships. One of the areas that I’m most excited about is bringing in end-to-end solutions across all media opportunities in the marketplace, whether that’s national media or retail media.
How are Smart TVs driving media forward?
Smart TVs are the technology in the living room – and that technology brings a whole new experience. So, we talked about some of the limitations of a couple years ago, that technology was also different. Technology now is far superior, far more efficient for the consumers to buy. That lets you tap into a digital world from your living room.
And VIZIO, one of the most popular Smart TVs out there, once you turn your screen on, it's a different experience that you can interact with. You could get your free advertising solutions. You could go through the hub and dive into all your favorite apps that give that on-demand experience.
So whether it's live or on-demand, it's all there now in the living room, just a couple clicks away.
How do you lead your team to push past limits?
I am in a unique role at Unilever, where we call it “Power of One.” I represent media investment for the portfolio of Unilever, where there are many, many talented marketers across media, content, analytics and so forth, that I can work as a center of excellence, to help bring their dreams and ambitions to life, of what they want to accomplish the next year and their marketing plans.
So I like having the ability to hear what they want to do – what are your challenges, let's overcome them. Let's be bold, let's be creative, because that's going to help us move into the future.
What's your advice to young people in this industry?
I like saying, “We're living in a time where everything is changing, but also nothing is changing.” For a marketer, we still want to accomplish the principles of reaching our audiences and making them believe in our product, and bringing those solutions to communities. We still need to know who they are and how to reach them.
But what's changing is: how we reach them, when we reach them, what type of content, what type of format. So think about understanding the history, and how that could help be an asset to your future thinking and future executions.
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