From photography to digital marketing: Allison Sobel

A background in photography helps Allison connect audiences with ideas through events and digital content. 

Allison Sobel, a Digital Marketing Officer in the Strategic Events team, promotes the Centre for Ideas’ year-round program of talks, panels and events. She looks after the team’s digital channels – EDMs, social and web – and her role focuses on extending the reach of the events to the public. 

Allison grew up in Camarillo, about an hour from Los Angeles. She studied photography at California State University (Channel Islands) in the US, where her aim was to become a photojournalist. As social media emerged, she saw an opportunity to combine creativity with communication.

"When I graduated, content creation and social media were becoming real career paths," she said. "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 challenging in a role that relies on strong connections”, she said. “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 said.

What’s something about you that might surprise your colleagues?

Probably by how closely I follow sport, especially basketball. I watch it pretty intensely, especially during the playoffs.

What’s the best piece of advice you have received?

Chance favours the prepared. It’s about being ready so that when an opportunity comes along, you can take it.

What makes you happy?

At the moment, watching my two-year-old son explore the world. Seeing him learn and figure things out is really special.

What day in your life would you like to relive?

I’d probably say the birth of my son. It was such a life-changing and memorable moment.

What’s the best thing you’ve read in the last year?

I consume a lot of parenting content, especially blogs and articles, and I really value the encouraging messages my mum sends me, which always stay with me. I also recently read What Happened to Nina? by Dervla McTiernan and got to meet her at the Sydney Writers’ Festival!